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Creating a Brand Identity for Your Small Business: Why It Matters Creating a Brand Identity for Your Small Business: Why It Matters Creating a Brand Identity for Your Small Business: Why It Matters Paradigm Marketing and Design
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Marketing Tips, Insights, and Trends

Creating a Brand Identity for Your Small Business: Why It Matters

Author: Stephanie Young Category: Branding Date: March 11, 2021

Brand Identity projected on a laptop screen sitting on a office desk with miscellaneous office supplies

Your brand is your business’s most valuable asset. Yes, you read that right—and here’s why: your brand directly impacts how others view you. Accounting for 30 – 50 percent of your business’s value, your brand has the power to turn your product or service into a unique value-add to your target audience. In the words of Jeff Bezos, Amazon CEO and marketing innovator, “Branding is what people say about you when you’re not in the room.”

Your brand identity, the tangible look of your brand, is foundational to your overarching brand strategy; it is the image you portray to the world. Yet, for many small businesses, brand identity takes a back seat while seemingly more important goals are pursued. But without a strong brand identity, you will struggle to differentiate your business.

So how do you create brand identity for your small business?

The good news is, creating a brand identity for your small business doesn’t have to be overly complicated. Here’s what you need to know:

What is brand identity in business?

Let’s start with the basics. Your brand identity is, simply put, the face of your business. It is a series of visual components that fuel recognition in the minds of customers. A strong brand identity includes:

  • Design
  • Color Palette
  • Type Face
  • Imagery

How do I make my brand unique?

To differentiate your business from your competitors, you’ll want to build a brand identity that communicates your personality in a way that resonates with your audiences. Here are five steps to guide your process in creating brand identity for small businesses:

  1. Research: Learn about your audiences and what makes them tick. Then look at what your competitors are doing and how they’re positioning themselves in the industry. With that information, define your business’s personality on which to build your brand.
  2. Create your logo: A powerful logo is one that is immediately recognizable and consistent—and evokes a positive reaction, every time. With that in mind, design a logo that is memorable, appropriate, versatile and timeless.
  3. Define your color palette: Like your logo, your color palette should spur an emotional response. Start by thinking about the type of emotion you want to evoke, then choose one or two primary colors. Bold reds, for example, convey passion, while blues tend to be more calming.
  4. Choose your typography: Font matters. Keep it simple and easy to read; the more ornate, the more annoying to your customers. You can even mix and match fonts, as long as they are complementary.
  5. Select your imagery: While photography is the most common form of imagery, you might also consider illustration and icons. Whatever imagery you use, just be sure it represents what your brand stands for, conveys your personality and resonates with your audience.

Is branding important for a small business? Yes—very much so. Your company’s brand identity is the core of the business itself. At Paradigm, we understand the science behind creating a brand identity for a small business. From defining the colors that evoke trust, optimism, friendliness and confidence to identifying the right imagery that personifies your core values and demonstrating it visually, we can help you maximize your brand’s potential.

Have questions? Contact us

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