All businesses, big or small, greatly benefit from creating a strong brand. Not familiar with what branding is? The American Marketing Association defines a brand as a “name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.” In a nutshell, you will want to brand your small business website so that customers think of you and your goods/services when they need something.Piece of cake, right?
Branding a small business website isn’t necessarily that simple, but there are steps you can follow to get you on the road to creating a successful branding campaign.
- Naming you small business website. This is a no-brainer, but your business name should reflect the goods/services that you provide. For example, if you sell dog toys, it would make no sense to call your small business Fran’s Cat Emporium. How to find a memorable domain name.
- Devise a catchy tagline. A cleaver and memorable tagline will assist customers in recalling your small business. Fran’s Dog Emporium could use a tagline such as, “if they’ll fetch it, we’ve got it.” Some humor and relatable; that will go a long way in branding a small business website.
- Create a memorable logo. All the major businesses have logos that are instantly recognizable. Your small business probably won’t achieve global acclaim, but a great logo will help your branding efforts on a smaller, more local level. Additional logo designing tips.
- Use favicons in the URL of your small business website. What is a favicon? It’s a small graphic in the URL field that precedes the “http.” Ideally, this image has some relevance to your small business and/or your logo. For instance, the Webs.com website utilizes a “W” favicon. This will personalize your small business website and help it stand out from the others. Discover how to add a favicon to your website.
- Budget for advertising. There are lots of resources available online for you to help create buzz around your brand. If fiscally possible, get the word out through advertising.
The above suggestions more-or-less represent the “physical” aspects of branding a small business website, but there are also branding elements that involve some brain power. Sit down to take a few moments to determine the vision and purpose of your small business website. What are your goals? Who is your target audience? What are your core strengths? Who is you competition, and how do they differ from you? If you can pinpoint an answer for each of these questions, you will develop a solid base for branding your small business website. If you are looking for more guidance, take a look at 3 steps to developing a popular and authentic brand.
Developing your branding message and making sure it is clear and consistent will keep you well on your way to growing your small business and keep it thriving.