What Does Brand Identity Mean for Small Business
JENNIFER SANTIAGO, MARKETING MANAGER
Entrepreneurs know the importance of a unique company name and an eye-catching logo. Those business requirements are right up there with opening bank accounts and registering an LLC. Though, while equally important for successful start-ups, brand identity is often put on the back burner.
“We will get to that when the company grows more…”
“We’ll spend more on branding when the firm acquires more clients…”
However, creating a company identity should come very early on in the launching process. This brand identity establishes the backbone of a business’ reputation.
“Branding can account for as much as 30 to almost 50 percent of a company’s value.This is because properly executed branding turns your product or service into something distinct and unreplicated: the unique value that you offer your target audience.” (keap)
With more than 30 million small businesses operating in the United States, standing out is vital for longevity and growth. In order for starts-ups to successfully compete in crowded industries, companies need to connect with their audience — through messaging, marketing, and engagement.
Not only does powerful brand identity draw in new business, it can also help attract talented new employees — key for continued development of the organization.
If small business owners are apprehensive about not having enough time or resources to devote to brand creation, consider this: Without a clear brand identity, you’ll receive more questions than sales, which is counterproductive during the critical growth years.
WHAT IS BRAND IDENTITY?
Brand identity is the synthesis of both tangible and intangible elements presented to the world by a business. It is what makes the company stand out. It’s what makes the business recognizable. This encompasses company logos, design, social media graphics, marketing collateral, website, and more.
While those design assets are considered the deliverables of a brand identity, branding goes beyond a logo. It is about more than just colors, fonts, and style guides. (Though those are critical, too!)
A company’s brand identity is the sum of how a brand looks, feels, and speaks to its audience.
It sets the business’ tone, establishes a “personality,” and can even evoke emotions in your audience. (tbh) In other words, brand identity affects the company’s credibility.
Branding should also include the business’ “brand story,” demonstrating what the firm believes in, its origin, and the pain points the business solves.
It is influenced by and includes every touchpoint a customer has with you and your products or services, including word of mouth, communications with your team, and the quality of your offerings.
There’s a whole conversation to be had on customer experience, intentionality of communications, and quality of product. But before all that, having a solid brand identity develops consistency in a company’s on- and offline marketing materials. It is imperative to utilize uniform imagery, colors, and messaging across all materials and pages.
With millions of small businesses out there, if someone comes across a Facebook page and corresponding website that lack consistency, this often causes confusion, hesitancy, or mistrust among the business’ audience. This promptly equates to lost opportunities.
“Consistent marketing and messaging leads to a consistent
brand identity and, therefore, consistent sales.”
— Investopedia, on Brand Identity
If small businesses are already operating without a brand identity, it’s not too late. (Though congrats on reaching customers without branding; it speaks volumes about your positive reputation!) While the best time to construct brand identity is as early as possible, a roll-out of a fresh name or brand can reinvigorate a small business.
For more resources on developing your brand:
Small Business Branding: Why It Is Essential To Create An Impactful Identity