We all started the journey of small business ownership because we had an idea that no one else had, or we thought we could do it better. Then the panic started to set in, how do I create a logo, a website, what is a business brand guide?!
If you are like most of us, you pieced this stuff together to get your business launched, in this article we’ll discuss why you might need to re-think your original business branding and some helpful tips to get you on the right track.
It’s not about you.
I get it, that metallic purple color just makes your logo POP! It looks great but is it missing the mark? Your small business brand should not only be a reflection of you, but most importantly it should be targeted at your intended audience.
Mission #1: develop your target audience.
This is easier said than done sometimes but investing the time now will save you a ton of time (and money) in the long run. Get creative with the process, use a drawing board, software, or other resources to help you create your ideal client:
- What do they look like: Gender, Age, Income Level, Race, etc.
- What do they like to do?
- How are they motivated? Attracted?
Narrowing down your target audience allows you to focus more energy and resources into attracting them to your products and services.
Example: If I was an upscale wedding photographer, my target audience may look like this:
- Female, ages 20-35, income level of $60k annually
- They enjoy traveling, fashion, and being a part of current trends
- They frequently use social media sites like Facebook & Instagram, and appreciate short content with visual eye-catching elements
Design for them.
Once you have developed your target audience it’s time to design your business brand around them. This is where the “what attracts them” portion comes into play.
Mission #2: develop a brand that attracts your target audience.
If your budget allows you to work with a professional brand designer, we would love to talk to you about your project. You can still create a great brand without a professionals help, it might just require a little more work on your end.
Consider some of these free tools to help:
- Coolors.co: Great for testing and playing with color schemes
- Fontjoy.com: Pair and play with different Google fonts
Consider making a brand board, giving you a space to let your creative energy flow and help you brainstorm as the process develops.
Remember: Ask yourself if this is representing your business and attracting your target audience
Create a branding guide that helps you and others to understand how your brand should be presented, this should list the at a minimum the following:
- Your color scheme: Heading, Subtitle, Text, and Accent
- Your font selection: Heading, Subtitle, Text, and Accent
- What does your logo look like? How much space should surround the logo? How do you want it to look on different color backgrounds?
Design everything accordingly.
Once you’ve developed a branding guide its time to implement it across your digital assets:
- Web design
- Social Media Channels
- Business Cards, Letterhead
- Advertisements (Digital & Print)
There a ton of a free tools to help you accomplish these items, one that we recommend for all business owners is Canva. It is an amazing resource that will elevate your social media game to the next level!
To wrap it all up, developing your business brand around your target audience dramatically increases your chances of attracting the customers you want to work with and ultimately close the sale.
Feel free to leave a comment, or reach out to us.