When you think of a brand, your mind probably jumps to logos like Nike’s swoosh or McDonald’s golden arches. Branding isn’t just for billion-dollar companies with global recognition.
A strong brand identity is even more critical for small businesses. Poor branding is the reason why 59% of consumers don’t return.
Want to cut through the noise and earn customer trust to increase revenue? A brand does more than just make your business look good.
What is brand identity, and why should it be a top priority for all small businesses?
Your company’s personality is its brand identity, which includes the way you look, sound, and affect people whenever they interact with you. It’s the secret sauce to standing out; it matters to build trust and turn first-time customers into loyal ones.
What Is Brand Identity?
At its core, brand identity is the collection of all visual and emotional elements that distinguish your business in the minds of consumers. It includes:
- Your logo
- Color scheme
- Typography
- Tone of voice
- Mission statement
- Staff interactions with customers
Brand identity is much more than just a logo or graphic element. When you think about your brand, you really want to think about your entire customer experience… everything from the logo to the website, the social media experiences, customer support, and more.
The comprehensive customer journey experience is not just what you say—it’s how you say it, how it looks, and, most importantly, how it makes people feel.
Why Brand Identity Matters for Small Businesses
Brand impressions happen in just 1/10th of a second. This first impression has a significant impact on future interactions and decisions about purchases. 72% of consumers will recommend a business to six or more individuals if they have a positive first impression.
Your brand identity—specifically visuals and messaging—grabs someone’s attention long enough to explore your product or service.
A consistent, polished brand identity is the minimum expected by consumers. Even something as simple as a logo that reflects your personality can help you stand out and make a memorable impression on potential customers.
Differentiate Your Business in a Competitive Market
Let’s face it: most small businesses face stiff competition from larger companies and similar local operations. So, ask the right questions.
- What makes you unique?
- How do you want people to remember you?
A solid brand identity helps you position your business in a way that resonates with your ideal audience.
- Are you the quirky, eco-friendly coffee shop?
- The luxury local florist?
- The no-frills handyperson service that gets things done right the first time?
Recognition is defined and reinforced by brand identity.
Trust and Credibility
Customers do business with companies they trust – 91%. That’s 9 out of 10 people! Such a simple conversion, just imagine the impact on revenue.
Consistency leads to trust.
When the brand identity is consistent across every platform and material – think website, packaging, emails, signage, etc – it creates a memorable and positive experience. That makes customers feel more comfortable and confident in their decision to do business with you.
A strong brand presence gives customers security.
Drive Customer Loyalty
A brand identity that resonates emotionally with customers can transform one-time buyers into lifelong users or customers.
Your branding tells a story—your story. When customers connect with that story, they’re more likely to return, recommend you, and engage with your business over time.
Consider how some brands have become memorable through their brand voice. When Old Spice began to face increased competition, it changed its marketing approach in 2010 to a more fun and modern ethos. The fun and masculine brand voice frequently exaggerates masculinity for comedic effect.
The combination of effective video marketing helped the brand stand out and regain its reputation as a household name.
Easier and More Effective Marketing
Every marketing decision becomes easier when you know who you are and how you want to be seen. The brand identity is a north star for tone, visuals, campaigns, and communication.
It also helps marketing dollars go further. Instead of experimenting with inconsistent messages and visuals, a clear brand identity ensures every touch point builds recognition and reinforces the same message. Also, making campaigns more efficient and effective.
Best Tips to Strengthen Small Business Brand Identity
- Define Your Core Values and Mission
What do you stand for? Why did you start your business? - Invest in a Professional Logo and Design System
Visuals matter. Get marketing ideas and work with a designer to create a logo, fonts, and color palette that reflect your brand’s personality. - Craft a Brand Voice and Messaging Strategy
Are you playful, bold, sophisticated, or down-to-earth? Written and verbal communications need to align. - Be Consistent Everywhere
Use the same visual and verbal cues across social media, your website, business cards, emails, and signage. Get print materials that promote a cohesive identity. - Listen and Adapt
Branding isn’t one-and-done. Stay attuned to how your customers perceive your brand and refine as needed.
Key Takeaways:
- Brand identity is more than a logo – it’s customers’ whole experience with your business, from visuals to messaging to tone and values.
- First impressions matter because a strong, consistent brand helps you grab attention quickly and build instant credibility.
- Brand identity helps set your business apart in crowded markets.
- Trust leads to loyalty. Consistent branding builds trust, and trust turns first-time buyers into repeat customers and brand advocates.
- Clear branding guides marketing campaigns and saves time and money.
- A strong brand identity helps small businesses grow.
Strengthen Your Brand Identity with Safeguard
Small businesses often think branding is something to tackle “later” – once they’ve grown or made more sales. A strong brand identity helps small businesses grow. It’s what gets noticed. It’s what helps build meaningful connections. And it’s what enables you to create a company that people don’t just buy from, but believe in.
Whether just getting started or rebranding, now’s the time to create a clear, compelling brand identity.
Get the expertise and solutions needed to help your organization access a wide range of marketing assets to help you grow.
Partner with Safeguard and keep your business on the up and up!