No matter what industry you’re in, building a strong brand is absolutely essential for anyone looking to carve out a space for themselves in today’s competitive market. However, many smaller businesses also have smaller budgets and just can’t afford to invest a high dollar amount upfront. Fortunately, it’s possible to begin creating an authentic brand without breaking the bank.
1. YOUR BRAND’s STORY
- write down your brand story
- why do you exist?
- what have been your challenges?
- make sure your story align with your core values as a business
- strategy
- make sure there is space on your website for your story
- share parts of your story on social media
2. USE A CONSISTENT VISUAL IDENTITY
- logo, color palette, typography and imagery – if you can afford to invest money in any part of this process, I’d recommend it be here.
- a good designer can help you craft visual elements that will work for you, helping you differentiate yourself from your competitors.
- think of it like a tool kit for your brands personality that you can pull out any time you need to promote, market, or network.
- most designers offer a base package that would get you these main elements for a reasonable price. Often, they can provide you with a brand guideline also, so you know exactly how to implement the visuals successfully every time.
3. UTILIZE THE FREE OR LOW COST MARKETING OPTIONS AT YOUR DISPOSAL
- social media- strategic use of the right platforms can boost brand visibility and foster community around your brand. Consistency is key here.
- blogs- you have a website (hopefully!) Use it! Blogs are a great way to funnel visitors to your website and set you up as an expert at the same time. Bonus: it’s great for your websites SEO!
- email marketing- emails can be an effective and budget-friendly method for nurturing leads and maintaining engagement with your audience. You can divide your list by demographic or interests, tailoring your mailings to the right audience. This makes it easier to send offers or announce a new product drop!
REMEMBER:
When you’re the CEO, CFO, head of marketing, sales person, janitor, driver…adding graphic designer and brand strategist to that list can sound overwhelming. Set up small goals for yourself on a calendar.
- Create a plan
- Measure your success often (KPIs!)
- Adapt. You industry is constantly changing and you’ll need to evolve. Your brand is never one-and-done.
If you need help with any or all of the above and are ready to make the investment in your business, get in touch. We’d love to hear your story.
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Want to know more about what a brand really is? Read this.