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|Megan Rutherford has a diverse background in sales, marketing, and public relations. She has 15+ years of experience in helping small businesses grow their unique markets. Certified as an inbound marketer, Megan specializes in internet & email marketing, search engine optimization, social media, and more. Offline activities include direct mail marketing, public relations, and event planning.|
Small businesses have so much to think about on a daily basis to not only manage a business but also to market it. Building a brand is done from the beginning as a logo, website, business cards and other marketing collateral pieces are formed. The development of the brand is built over time and ultimately is meant to serve as the impression that existing or potential consumers/ clients receive.
Think about the look and feel of the logo. Is it edgy and unique? Does it exude certain emotions? What colors and fonts are used? All of these elements combine to present a story about your business. The name and logo of a company is something that is typically thoroughly researched and then agonized over as decisions are made to put everything together into one cohesive package. A brand is the first impression that people will see of your business, many times without ever stepping inside a storefront, visiting a website, or calling by phone.
Think of popular brands today and what you associate with when you see their logo, advertisements, website, social media and other branding. From widely recognized brands like Amazon and Facebook, we all tend to envision the branding in our mind when a business name gets mentioned. Try to invoke the same feeling and exude trust with your small business brand.
Brand Identity and the Story of Your Brand
A brand identity can best be defined as the collection of tangible assets for a company that encompasses a business’s logo, colors, font, and overall voice. All of these elements combine to give people an impression of your whole brand. But don’t just stop with a logo, business cards, and website as consumers want to learn more and engage with brands. Create an emotional connection through a narrative to connect fully with your target audience.
A logo has the potential not only to convey essential facts about a business but can also evoke an emotional reaction when done correctly. Make the logo unique and recognizable, consider the different elements that are incorporated into the logo and if they exude the values and intent of the business. Look at the proportion and symmetry of the logo and think about the logo withstanding the test of time or reinventing itself along the way like many popular brands have over the decades. From Ikea to Coca Cola, these major brand names revisit the logo design to ensure it is up to par with what society looks for today.
The color scheme incorporated into the logo design should represent the feel and mood of the brand that you want customers to relate to. As an example, blues, greens, and purples all transfer to trust and make a customer feel more at ease. Color not only can communicate ideas, but it also carries meanings. One of the most important elements of any brand is the overall color palette.
While a logo may work when designed on paper or a computer screen, envision the big picture. From a website, business cards, flyers, signage, and more- test out designs and make sure that the branding process and message can shine and doesn’t get lost along the way.
Building a brand begins on day one and continues throughout the lifespan of the business. A business’s position within the marketplace hinges around the brand. Creating a strong message and being consistent is what will set a business up from success. Shape the brand by ensuring that all messaging and visuals are unified and remember that branding really allows a business to either blend in or stand out from the crowd, set your business apart.