How To Develop A Strong Brand Identity For Your Small Business

Mary Joseph
Mary Joseph June 9, 2023
Updated 2023/06/09 at 12:45 PM
How to develop a strong brand identity

How To Develop A Strong Brand Identity For Your Small Business

Creating a distinctive brand from scratch is a challenging endeavour. What should its characteristics be? How should it evoke emotions in people? Will it strike a chord with the intended audience?

These are inquiries that naturally arise when contemplating the correlation between your product or service and the individuals you aim to engage. To begin this process, you can refer to our comprehensive guide on initiating a business.

Regardless of whether you possess just an entrepreneurial concept or desire to revamp your current brand image, here is essential information on establishing a powerful brand identity for your enterprise.

What Exactly Is A brand?

A brand refers to a distinct identity or representation that sets apart a product, service, or company from others in the market.

This distinctiveness is conveyed through various components such as a name, logo, design, symbols, colours, and the overall customer experience.

In a similar vein, individuals also possess personal brands. Each person has a unique name, appearance, style, and manner of communication, which collectively leave different impressions on various individuals.

Similarly, businesses possess names, products, logos, colours, fonts, voices, and reputations that collectively define their identity and influence how they are perceived.

To successfully tackle the process of brand creation, it is essential to prioritize consistency and uphold it across all aspects of your business expansion.

The most effective approach to brand building begins by defining the desired appearance and emotion that the consistency should embody.

As you adjust your focus or establish your brand, it is crucial to give careful thought to every aspect involved in shaping your brand identity.

Before diving into the process of constructing your business brand, let’s begin by establishing a solid foundation to guide you.

How To Develop A Strong Brand Identity For Your Small Business

Do Some Competition And Target Audience Research:

Prior to initiating any strategic choices concerning the development of a business brand, it is imperative to gain a comprehensive understanding of the existing market dynamics. This entails identifying and comprehending your prospective clientele as well as assessing the current competitive landscape.

There are numerous approaches to accomplish this:

Conduct a search on Google for your specific product or service category and examine both the direct and indirect competitors that appear.

Explore relevant subreddits where your customers engage in discussions and share product recommendations to gain valuable insights.

Engage with individuals belonging to your target market and inquire about the brands they prefer within your industry.

Observe the social media accounts or pages that your target audience follows and responds positively to.

Experience the shopping process firsthand, either online or offline, to understand how your customers would browse and make purchases.

While conducting your research, take note of the following:

  • Identify your most readily accessible customers, the ones who are most likely to make purchases easily.
  • Recognize your primary competitors, the well-known brands that dominate the market.
  • Pay attention to how your customers communicate and the topics they discuss, including their interests and the language they use.
  • It is crucial to understand these aspects before proceeding further as they will guide your brand’s focus and help it differentiate itself from competitors.

Choose Your Brand Personality And Focus:

Attempting to cater to everyone and everything is not a feasible approach when establishing your brand, especially in the early stages. It is crucial to identify your core focus and allow it to guide all other aspects of your brand as you develop it.

Outlined below are a series of questions and exercises aimed at stimulating your thoughts regarding the focal point and overall tone of your brand.

Define Your Brand Positioning Statement:

A positioning statement, which consists of one or two concise lines, establishes your unique position in the market. It’s not necessarily intended for display on your website or business card; rather, it serves as a guide to address essential inquiries about your brand and assists in crafting your brand’s tagline.

Example: We are a food processing brand committed to delivering healthy with fewer calories to the plus-size community.

Discover and emphasize your distinctive value proposition, the key element that sets you apart in the competitive landscape. Identify it, fully commit to it, and incorporate it into your brand’s communication.

Alternatively, if your envisioned company is driven by a specific cause (e.g., a social enterprise), you can articulate this as a mission statement that clearly pledges a commitment to your customers or to society at large.

A perspective to consider when developing your brand is to envision it as an individual. How would this person be characterized? What personality traits would appeal to your target audience?

By doing this, you can determine the appropriate tone and voice to adopt on social media, as well as in all your visual and written content.

To aid you in creating a new brand, a helpful and enjoyable exercise is to propose three to five adjectives that capture the essence of a brand that would strongly connect with your audience. I have gathered a compilation of traits to assist you in initiating this process.

How Would You Define Your Brand Using Metaphors Or Concepts?

Considering your brand identity as a metaphor or personification can assist you in determining the specific characteristics you desire it to possess.

This metaphorical representation can take the form of a vehicle, an animal, a celebrity, a sports team, or anything else that carries a significant reputation in your mind, embodying the kind of impression you want your brand to convey.

For instance, if your target audience consists of entrepreneurs, you might select the raccoon as a starting point. Raccoons are known for their resourcefulness and tenacity, always finding a way to thrive against adversity.

If you were to liken your brand identity to an animal, which animal would you choose and what qualities does that animal represent to you?

Choose A Name For Your Brand:

The significance of a brand name can vary depending on the type of business you plan to establish. The name itself may hold little importance or carry significant weight.

As previously mentioned, a brand encompasses far more than just its name. The character, actions, and reputation of the brand identity are what truly give significance to the name within the market.

Nevertheless, as a small business owner, selecting your company’s name is likely one of the initial major decisions you must make. This choice will impact your brand logo, domain name, marketing efforts, and potential trademark registration.

However, it’s worth noting that it can be more challenging to obtain a trademark for generic brand names that directly describe the products or services you offer.

Ideally, it is preferable to have a store name that is difficult to copy and causes minimal confusion with other established competitors in the market. If you have future plans to diversify your product offerings, it is advisable to select a business name that is broad in nature.

This approach enables easier adaptability in the future, as opposed to choosing a brand name solely based on your current product category.

Create A Slogan:

A captivating slogan is a valuable asset to have. It’s a concise and descriptive phrase that can be utilized as a tagline in your social media bios, website header, custom business cards, or any other place where you have limited space but want to create a significant impression.

An effective slogan should be concise, memorable, and leave a powerful impact to enhance brand recognition.

Example: Tatts foods…..healthy living

Select Your Brand’s Visual Style (font, colours, etc.):

After choosing a name, it is important to consider your brand’s design, which involves determining how you will visually portray your brand, particularly through your chosen colours and typography.

The selection of colours for your brand goes beyond mere aesthetics and plays a crucial role in conveying desired emotions and maintaining consistency across all aspects of your business. It is important to opt for colours that set you apart from your competitors to prevent potential customers from being confused.

Although colour psychology is not a precise science, it can guide your decision-making process, particularly when choosing the colour for your brand logo. The accompanying infographic provides a helpful summary of the typical emotions and associations associated with various colours.

Now is the right time to consider the fonts you would like to employ on your website.

To establish a strong brand identity through fonts, it is advisable to maintain simplicity. Choose a maximum of two fonts to prevent any confusion among visitors: one for headings and another for body text (excluding the font used in your brand logo).

When considering the creation of a new brand, the design of its logo is likely to be one of the initial thoughts that arise. This is not without justification, as the logo serves as the visual representation of the company and has the potential to be widely associated with the brand.

Ideally, it is advisable to develop a logo for your brand that possesses distinctiveness, recognizability, and the ability to adapt effectively to various sizes (a factor often disregarded).

If your Instagram avatar is a text logo, it will be extremely difficult to read. To simplify things, it’s recommended to design a square version of your brand logo that incorporates an icon or symbol (known as a logomark) which remains easily recognizable even at smaller sizes.

It is worth considering investing in a versatile logo that can be used on various online platforms and in physical print.

Adapt Your Brand As You Expand:

Developing a brand goes beyond merely designing a logo or crafting a catchy slogan. It also extends beyond the initial brand introduction and awareness. It is crucial for your brand to be present and uphold its coherence across all customer touchpoints, spanning from the website’s visual aesthetics to the marketing collateral you create, and even to the way you package and deliver your products.

As you engage with a growing number of customers and gain insights into their preferences, you will continuously refine and adapt your brand’s design and identity. This ongoing process allows you to better understand your customers and effectively communicate with them.


Recognize the significance of accepting that achieving complete control over how people perceive your brand identity is impossible. While you can guide customers, make a positive initial impact, and handle your reputation, you cannot dictate the personal perceptions formed in each individual’s mind, such as those influenced by a negative customer service encounter. Your role is to consistently present your brand in the best possible light and strive to connect with your primary target audience. It is hoped that by now, you possess the necessary tools, expertise, and resources to commence the process of establishing your brand.

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