Now that we’ve talked about what a small business brand is — and is not – you know how important it is to have a set of values and attributes for your brand in order to create the right associations for potential customers to make about your business.

But what if you’re not sure what you want those values and associations to be? If you’re feeling a little lost when searching for inspiration with which to create your small business brand, you might want to try looking a little closer to home. READ MORE

In last week’s introduction to small business branding, we talked about the six criteria on which the strength of a brand can be measured; recognition, consistency, emotion, uniqueness, adaptability, and management.

Today we’re going to focus on the importance of consistency. This is a topic that was covered very thoroughly in a great post by our friends at Vistaprint on the Microbusiness Perspectives blog. Writer/Editor Robbie Vogel outlined four key reasons why your brand identity must remain consistent in order to achieve the best results for your business:
_______________________________________________________________________ READ MORE

People sure do throw around the term “brand” a lot these days. They often use it interchangeably to describe a business’s logo, or the business itself. But branding is so much more than either of these things.

Your small business’ brand is made up of a lot of different elements that the public comes to associate closely with your company. These brand elements can include things like your name, your logo, your slogan, your company colors (Tiffany’s aqua blue), a certain sound (think NBC’s chimes), a tone of voice (LivingSocial’s signature snark), or even a smell (walk by a Subway restaurant and you know it). Branding is the process through which you make decisions about your brand elements and take steps to link them to your business in your audience’s mind. READ MORE

Our series on starting a small business continues with a discussion about identifying your brand’s target audience.

As the old adage goes, you can’t please all the people all the time. So, it’s best to focus your resources on pleasing the right people as often as possible. The best way to do this is to identify your business’s audience right off the bat.

Now that you’ve named your company, found some small business financing, and branded yourself with a great tagline, it’s time to talk about who you think is going to buy your products. READ MORE

Now that you’ve decided to start your own business, explored your financing options, and come up with a name, it’s time to think about your brand.

[Ominous music here]

Fear not. While branding is a crucial part of your future success, it can also be broken down into completely manageable parts.

When you were coming up with your name, you likely already put a lot of thought into your branding without really meaning to. A great second step is to come up with a tagline or slogan. Even if it doesn’t end up being integral to your logotype or your small business website, it will help you distill down your thoughts about what you want your business to be when it grows up. READ MORE

STYLE SWITCHER

Layout Style

Header Style

Accent Color