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5 Tips to Help You Build Your Brand

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5 Tips to Help You Build Your Brand

Building a Brand for your Small Business

It takes 7 seconds to form a first impression. During those 7 seconds, what part of your business is a consumer interacting with? 

It’s not speaking with a helpful member of the sales team, or browsing your products. 

It’s seeing your business name, your logo or your slogan. Or hearing the tone in someone’s voice when they’re talking to one fo your previous customers. 

And immediately, that new person has a snap first impression of your business. That is what helps them decide whether they’re going to carry on investigating your business, or move on. 

If you’ve successfully secured the attention of a potential customer, you’re not at a home run yet. Because every following touchpoint they have with your brands positively or negativey impacts their experience.

Because branding is so much more than your logo and font choice. It’s your business values, your tone of voice, and your interactions with your audience. So are you putting your best business foot forward?

Be remembered, and get repeat customers!

One question I ask all our clients is: How do your customers or potential customers view your business, and do you have a message or logo that’s instantly familiar?

As a small business owner, you may never reach the level of public recognition as such globally iconic brands as Coca-Cola or Nike.

Yet, branding affects customers’ decisions to choose your service or product. It is an opportunity to reflect and identify your small business to all existing and potential customers.

To ensure your small business has the leading edge over your competitors, here are 5 tips for achieving small business growth through strong branding.

  1. Give your business a strong visual identity

Visual identity plays a big role in first impressions! Have you ever recognised a company’s ad in a magazine because of their font choices? Or confused someone in a hardware store with someone who works there, because they’re wearing the same colour shirt as the employee uniform? 

Graphic design, logos, font choices, colour selection, and consistent document design on all marketing material unifies your brand. Consistency in business cards, print material, newsletters and web design will strengthen awareness of your small business to all clients and customers.

2. Keep your message clear and simple

A confused mind always says no. If a consumer is not 100% clear on who you are and what you offer, you’re going to lose them.

When deciding on such small business features as a business tagline, mission statement, values and services offered by your team, make all content as short and powerful as possible.

Prioritise the aspects of your business that separate you from your competitors. Your message should make your business instantly recognisable to your customers. Just don’t overcomplicate or be ‘overly clever/stylised’ with your wording.

3. Consistency is essential

There is never an instance where consistency is NOT important. No matter what you’re doing in your business, you won’t see results from your efforts if you’re not consistent with them.

By maintaining consistency in all documentation, branding endeavours, and messages selling your business and its services to the public, you will sustain your business’ identity within your industry.

Mixed messages can be damaging to your business, so stay on brand with everything you do.

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4. Consistency is essential

There is never an instance where consistency is NOT important. No matter what you’re doing in your business, you won’t see results from your efforts if you’re not consistent with them.
By maintaining consistency in all documentation, branding endeavours, and messages selling your business and its services to the public, you will sustain your business’ identity within your industry.
Mixed messages can be damaging to your business, so stay on brand with everything you do.

5. Brand the small stuff

Every touch point is an opportunity to reinforce your business and the brand you have built. That includes email signatures and social media posts, to newsletters and invoices.

Include your business name, logo and tagline wherever possible to reinforce your brand in potential, current, and past customers’ heads.

Your branding could be the catalyst that sparks the thought “We never got around to hiring a decorator. I’ll give this business a call today!” 

Track your branding results

Regularly measuring the success of your efforts is the only way to know whether your small business branding is working. If your efforts aren’t driving the results, customers, or interest in your business that you expected, either revitalise elements, or update your branding.

Ways to track your branding include:
– Asking for feedback from customers
– Putting questionnaires in the corner of your website for new visitors
– Social listening


To conclude, there is no sure-fire solution to branding a small business, and every industry brands business in a different way. But without branding, your business will be forgotten.

It’s easy to overthink your branding or become overwhelmed by its importance. So focus on providing value to your customers that they can depend on, and keep strengthening this value within all branding efforts. If you do that, your business will not be forgotten within your industry marketplace.

Need a hand with your brand?

A business mentor is one of the most efficient ways to help you construct a future-proof brand.

Business Benchmark Group is the expert in mentoring for trades and construction businesses in Australia and New Zealand. We help you stay focused on your goals and maintain brand consistency, so that you can drive growth, customer loyalty, and sales.
Find out more about Business Benchmark Group, and our mentoring and coaching programs.

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