Kevin Herring


There’s no doubt that brand recognition is vital for small businesses. People want to buy from trusted companies, and the right branding can help you become the go-to solution in your market. Branding isn’t just a logo on your website, though — it’s an all-encompassing marketing strategy that extends to every aspect of your business. We’ve rounded up some of our top tips for creating a strong brand identity so you can stand out from the pack

1. Create a memorable logo and image for your business

It’s important to create a memorable logo and image for your business because it will help your customers and clients remember your company. When a person sees your logo or image online or in print, they should be able to instantly recognize it and know that it’s yours and that it’s safe to trust your brand

There are a lot of free tools that can help you create professional-looking logos and images all in one place. Try out this site, for example, for free. You can use websites like Canva, Logo Design Unlimited, and Logo Design Station to create professional-looking logos and illustrations. Branding on your website is just as important as your logo. Think about it like a store. If you keep your homepage clear and easy to find, people will be able to find your business if they need to shop online.

We recommend keeping your website to a minimum, however, if you’re starting a new business.

Your website is your digital storefront — it’s where your customers and current customers find you. It’s your primary communication channel (and probably the easiest one). Visitors need to be able to quickly find and access everything about you so they can make informed decisions about whether or not to buy from you. To give your website a professional look and feel, don’t go with a default color scheme like the grassy one on GitHub. Instead, get creative with your color palette. Try using a monochrome or contrast-based scheme that is easy on the eyes. Another good option is a grid system. As well as putting your logo in the center of your page, you can also include your products in the grid below it. Banners, offer samples, and more all fit well into grids. When your site is complete, online customers will have a much easier time finding your services. Give them the option to share your business with friends & family through your social media channels, like Facebook, Instagram, & Twitter. Create branded accounts on those platforms so that people have a strong tendency to find your business.


2. Post photos regularly to show your customers what’s new with you

If you’re a small business owner and you’re trying to find ways to market your business, posting photos of your new products or services on Instagram is one of the best ways to do it. In addition to posting photos, you can also post videos to show your customers how your products or services work. Depending on your business, Instagram photos can help you increase customer trust, increase awareness, and even get people to refer you to friends. It has also been proven that businesses that post frequently on Instagram are 16% more likely to get referrals and those that post every week see an 82% higher open rate.

Know that you can’t post every day, but if you repeat the basics — both the hashtags you use and the content you share — it will lead to a rapid increase in your reach. Although you aren’t limited to just one platform for marketing, selecting the right platform can make or break your strategy. Instagram is great for small business owners because it’s mobile-friendly, it offers a huge audience, and there are plenty of features and integrations that make marketing a breeze

Having a dedicated landing page is one of the most effective ways to boost your sales and marketing efforts, especially when you’re running a new business. Setting up an Instagram account dedicated to selling your products can get your business off the ground very quickly, especially if you try to build a following from other smaller brands. Set your account to private, only allowing people you directly promote or follow, and add a bio to tell people more about yourself.

To get started, you can set up a small profile that can be used for local businesses, like Local Venu, or create a much larger        page to expand all over the country. In order to work best on Instagram, be active and share what you have and what you            have to offer. Additionally, share why people should buy from you and how what you have helps them solve a proble

3. Tell the story of your company to humanize it and make it more relatable

One of the best ways to make your company relatable is to tell the story of your company. Telling the story of your company helps humanize it. People like to buy from people they like and people they trust and telling your story allows people to connect with your company. List your company’s biggest assets, and you have a plan of attack. Consultants are going to tell you that these assets need to do two things: be updated on a regular basis and be positioned as the centerpiece of your business.

The biggest assets for your company’s story are, of course, your products and services. Correct positioning of these assets will position your business as the solution that your customers can be proud to use. If every time your company updated its website, there was a new logo to show for it, it just wouldn’t resonate as well with potential customers. In short, graphics that complement your brand’s core message, such as your brand color or logo, will help create a sense of clarity and connection with your business. Consultants will want you to determine how often you should update or change your brand assets, and what assets you should keep the same.


Brand consistency is a necessary aspect of good branding for small businesses. Consumers are savvy, the market has evolved, and your brand needs to be able to stand out from the pack. It’s critical that you stop creating new logos and create consistent assets for different platforms and channels. It’s a waste of money to get your brand logo up on Facebook for a few months and then switch to Instagram, only to have a logo that’s all over your account. Consultants will tell you that the only way to get consistent branding and imagery is to make a logo your raison d’être, and this rule applies to all small businesses.


4. Get customer feedback, and use that feedback to improve your business

When a customer buys from you, it’s important that you get feedback from them. You can get feedback through surveys, questionnaires, or interviews. This feedback can be used to improve your business. Before you create or update your branding, you need to set expectations with your customers. Tell them what your brand is all about, what your unique selling proposition (USP) is, and what you do that’s different so they know you’re the best fit for their needs. Your brand’s personality, tone, and visual identity should all reflect that. You should identify who you are and where you fit into a customer’s daily lives. It’s a lot like a personal identity — it should be consistent and show who you are while showing consumers exactly what they can expect from you. You can even get a little cheeky with your company’s personality and create an accent that fits with the tone and energy of the content you create. 

Understanding your customers is key to designing a brand that consumers want to buy from you. Be authentic. Be real. Make your customers feel like they can relate to you and what you do. With your brand personality established through consistent brand messaging, customers can then place a higher value on the relationship they’ve cultivated with you. Show up every day with the mission statement in mind, and many other key messages that will help people connect with your brand. For example, we have red hair and brown eyes. We include them because we believe in being unapologetically yourself. We also believe in supporting other female entrepreneurs and female-founded businesses. We’re proud of who we are and what we stand for.

A strong brand is built on consistency. After you’ve established core value statements that bring your audience together, make sure you always stay consistent.

5. Use social media to connect with customers, but don’t overdo it

Social media is a great way to interact with potential and existing customers, but don’t overdo it. Post too infrequently and you’ll have a hard time keeping your audience engaged. Post too much and you’ll become a nuisance. Aim for 2-3 posts per week.

You may already know which businesses love to receive marketing notifications. But how is your brand doing on social media? Use the brand ambassador tool on Instagram to engage with customers and show off your products and services. It helps you connect with people and quickly build an audience.

If you’re already on social media but aren’t engaging with your customers, you could stand to be tailored a lot more. Intelligence360 focuses on providing personalized newsletters and marketing updates to help small businesses and entrepreneurs grow. Neither is it necessary to create a website. They’re an easy place to put your contact information, which can become a target for spammers and spam-bots. A website can be loaded with useful information for customers. Give your website a new look. Maybe update your colors or format to make it easier to navigate. Then, add a SmarterChild social media integration link and see how your brand can stand out. Social media is less about your business and more about growing your personal brand. People connect offline, so turn your content into valuable content to encourage interactions with your target audience. If you create engaging social media content, people will be more likely to click on your link. The best content translates to the highest click rate. To consistently engage with your audience, your social media posts need to:

Once you’ve started posting regularly, experiment with a few different formats. Experiment with different sizes of posts and images. Prioritize posting content that focuses on your customers. Give your posts the appearance of a magazine article or informational video. Promote your content with a few different promotion strategies.

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