5 Brand-Building Hacks for SMBs

Willy Urias

Building a brand from scratch is a demanding task nowadays. There are so many businesses trying to make a breakthrough on a global scale. Thanks to various digital channels that you have at your disposal, the brand-building process can be much faster and more efficient than ever before. However, it […]

5 Brand-Building Hacks for SMBs

Building a brand from scratch is a demanding task nowadays. There are so many businesses trying to make a breakthrough on a global scale.

Thanks to various digital channels that you have at your disposal, the brand-building process can be much faster and more efficient than ever before.

However, it takes some time and a lot of work to turn your business dream into a tangible and growing enterprise.

The following hacks will help you reach this goal quickly and efficiently.

1)     Define your brand features

When you see a bottle of Coca-Cola, you know what you can expect. The mixture of recognizable visual features and values behind the brand set a certain level of expectancy.

So, your first task is to define the following brand features:

  • Business logo. It’s the most important visual feature of every new business. If you don’t have any graphic design experience, work with a professional logo designer to create the right logo for your needs.
  • Brand colors. The second best to the business logo, your brand colors will be the visual representatives of your business in various online and offline contexts.
  • Fonts. Define the fonts for all your business features, from the content on your website and blog to digital media and other channels.

Make sure to add your logo and basic business information to your email signature, newsletters, and other content bits you use in online communication. That way, you’ll make a more intensive visual impact on your existing and potential clients and increase your brand awareness.

2)     Target your audience(s)

The audience you’re targeting is an important feature of your business brand. In other words, some brands target only certain social groups. Others take a wider approach and don’t limit their campaigns to any special social structure.

SMBs that are new to the online business environment can go either way. Still, if you focus on a certain target audience, you’ll be able to streamline your marketing features to that group. As a result, you won’t scatter your energy and time on too many users.

When you’re targeting your audience, concentrate on the following elements:

  • Social group – what social structures will be able to afford your products or services.
  • Age – different age categories demand different communication
  • Gender – in many cases, you won’t address men and women in the same way.

Once you start placing your products and services on the market, analyze the results you’re getting. If lead generation is not satisfactory, make adjustments to your target audience features.

3)     Check out your rivals

When you’re building your brand, it’s good to feel how your rivals breathe. Google is your first stop on this journey.

In line with that, type the products and services you’re going to offer in Google. Analyze the first few brands that you get in search results and note down their main strengths and weaknesses. Inspect the content of their homepages and thoroughly read their About Us sections. That way, you’ll see what’s in their focus and learn how they attract their customers.

After that, you should create and test your unique selling proposition (USP) – the main feature or features that will make your business different from others in your niche. Form an offer that will be competitive in terms of the rates and the quality of service.

Also, if you notice any competitors who would be suitable for business collaboration, make your offer and contact them. It’s a proactive approach that will help you extend your business network.

4)     Polish your online identity

We’ve discussed the importance of brand identity above.

What’s also very important for online branding is your digital business identity.

It includes the visual features you use on your website, your blog, and social media channels for brand promotion.

For starters, you need a website. As the design pros from a Houston web design company put it, an online business brand will look more professional if they have a well-suited business website. Its homepage needs to directly communicate what services and products you offer. The blog section needs to contain articles, guides, and analyses of the current affairs in the industry, as well as other relevant content bits.

In terms of polishing your online identity, you should bring a set of rules for the images and videos you upload to your website and other online channels. The size and quality of the photos and the length of videos are some common elements that need to be standardized. In turn, your entire brand will look better on the Internet.

Register your business to Google My Business, as well. That way, your potential clients will find you more easily, plus, they’ll have a chance to review your business.

5)     Nurture your community

Closely related to your users and their reviews, this paragraph explains the importance of nurturing your community.

In addition to the users’ reviews on Google, let them leave their comments on your website and your blog. E-commerce stores should think about opening their product sections to customers’ reviews, as well.

Similarly, make sure to reply to your customers in a timely manner to their requests on social media chats, email messages, or any other forms of communication.

When you receive your customers’ complaints or requests for money returns, follow the ‘customer is always right’ rule. Building a brand from the beginning often means swallowing your pride to keep the brand name intact. So, even if a customer is not right in their complaints, politely apologize and give them another product instead.

Small businesses can become reliable and trusted brands. It all depends on their owners’ commitment to work their goals. If you specify your brand elements, polish your visuals, and target the right audience, it’s a nice start for a new brand. When you enrich this formula with a friendly relationship with your customers and proper communication with your rivals, your brand will start rising and developing in the right way.

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