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The importance of branding for small businesses

Branding is key for businesses of all sizes, but for you as a small business, your branding is what sets you apart from the rest. And we can’t stress how essential that is.

It’s not enough to just have a bright logo either, though the logo is still important! There’s more to branding than that.

Let’s take a look at what makes it such a crucial tool in making your business successful.

What exactly is ‘branding’?

Type that question into a search engine and you’ll be met with a range of different answers. Entrepreneur.com define branding as "The marketing practice of creating a name, symbol or design that identifies and differentiates a product from other products."

By its own definition, your branding is what makes you and your business different from others. Everything from the colour scheme you use on your website to the words you use is all part of your branding. So it covers a wide range!

Branding is important in creating a good first impression

Would you go into a shop that looked neglected and untidy? Probably not, right? For small businesses, that importance of creating a positive first impression can’t be stressed enough.

That first impression is also key in building trust with your potential new customers. A poor first impression says to new customers, ‘this isn’t the company for me’, even if you have the exact product or solution they’re looking for. Without that trust, customers simply won’t believe in your business.

Building brand recognition and loyalty

People believe in brands. You only have to look at names like Apple or Samsung to see the proof. As a small business, your branding is one of the most effective ways you can start engaging with your customers.

The more your customers engage with your business and believe in it, the more loyal they’ll be. And that loyalty is essential for enabling you to grow and expand, especially in an era where word of mouth has never been more important.

Branding inspires your employees

Your employees are the lifeblood of your business. They need to feel that they are a part of something special and that they’re working towards a goal.

This is where your branding comes in. With a message and an ethos that everyone can tap into, you’ll not only build a brand that connects with customers, but a brand that also motivates employees and also allows them to act as brand ambassadors for your company.

The relationship between branding and marketing

These two often (if not, always) go hand-in-hand. It’s all well and good having a professional-looking website or an elegantly-designed store, but people still need to know about it!

Your brand is reflected online through social media and blogs. These can show your brand’s personality – another way you can stand out from your competition – and encourages people to interact with you.

You can also complement these through offline marketing such as leaflets or press releases. All with the same unique message and image. This helps create brand uniformity across a range of different platforms, making your small business more memorable and recognisable.

We hope we’ve given you some pointers for building a recognisable brand for your small business, but if you need some extra advice, we’re here to lend a hand!