Brand building strategies play an important role in your small business’s marketing success. That’s because people are usually hesitant to buy from a business with a poor or lacking in reputation.

Branding is not just about having an impressive business name, logo and website – although all of these things contribute toward it. Rather, it’s about aligning everything your company does; online and offline, in such a way that it underpins the viewpoint you want people to have about your brand.

For example – what is the first thing that comes to mind when you think about these three brands below?

• Volvo
• Red Bull
• Apple

Did you think about “Safety” for Volvo, “Enhanced Performance” for Red Bull, and “Innovation & Creativity” for Apple?

That’s because these companies have positioned these values at the centre of their brand identities, built their products around them, and are consistently marketing these and their services as such.

For this reason, your SME’s branding and marketing strategy needs to form part of your business planning from the very beginning. In this article, we share some tips to help your startup get it right from the get-go.

KEY TAKEAWAYS

• Brand building for a small business or startup shouldn’t be delayed; it needs to start from day one.
• The name (and domain name) you choose for your business sets the tone for how it will be perceived and remembered.
• A well-established and consistent brand makes your business memorable, earns customer loyalty, and boosts confidence in your products or services.
• With strategic thinking, AI tools, outsourcing, and online resources, your small business can build a professional brand.
• You have more control over how people perceive your brand than you may think.
• Consider using customer reviews, micro-influencers, branded freebies, collaborations, and even car wrapping for budget-friendly brand building strategies for your small business.

What is Branding?

Branding is the process of building a personality and identity for your business that can help it stand out about something specific. Branding is done by consistently using cohesive design and messaging to drive the chosen narrative in all your communication and advertising.

It not only includes visual elements like logos and colour schemes, but also the tone of your content, your customer service style, and even how your team interacts with customers in person and online.

Benefits of Building a Strong Brand

Building a strong brand is the ultimate goal for any business, and here’s why:

1. It makes your brand memorable

Consistent branding, through visuals, messaging, tone and customer experience, makes your business easier to recognise. When customers repeatedly encounter your logo, colours, name or unique voice, they’re more likely to remember your brand when they’re ready to make a purchase.

2. It can instill customer loyalty

A professional, cohesive brand creates the impression that you’re serious, established, and reliable, even if you’re still relatively small or newly into the market. People are more likely to buy from a business, and become loyal customers, if your brand looks polished.

3. It builds confidence in your company

Strong branding evokes emotion and connection. When people can resonate with your brand values or identity, they feel more loyal to your business and are more likely to become repeat customers and brand advocates.

4. It attracts talent

People want to work for companies that inspire them or share their values and a well-branded business not only attracts top talent, but also keeps employees motivated and aligned with a clear mission.

5. It supports your marketing and advertising efforts

When your brand is clear and well-defined, your marketing becomes easier and more effective. You’ll have a consistent message, tone and visual identity across all channels, from your website to social media, ads and packaging.

7 Brand Building Strategies

While it may take years for your brand to fully take hold in the minds of your customers, the building of your small business brand starts in the early days of planning and strategising your startup.

Try these steps to get started:

Step 1: Define your brand

Get creative. Go on a journey of business self-discovery and try to involve mentors, your team, or even customers if you already have some.

Conduct market research to understand your target audience’s preferences, pain points, and expectations. Social ‘listening’ may also help in this regard.

Compile a brand ‘story’ by asking yourself:

• What will your business’s core values be?
• What unique selling points, features and benefits will your products or services offer?
• What are the customer problems your business will solve and how?
• What is your vision for the future?

Step 2: Choose a memorable name & register the domain

Based on your discoveries above, choose a name and register a domain name that reflects your brand’s essence. An ideal name is one that is easy to remember and relevant but these days anything short and funky goes. Just think about Yaga for example.

Don’t rush this decision, though. You can always adapt your brand, but to prevent confusion and not lose customer trust, your company name and domain should be ‘forever’.

Finding the right name isn’t always easy. If you need help you can try Domains.co.za’s AI Domain Name Generator. While the tool is aimed at providing relevant and available domain names to register, it can also help you brainstorm general business name ideas. As an added benefit, should one of the resultant ideas hit home, then you can immediately see what domains are available for registration.

RELATED: How To Choose The Best Domain Name: 10 Myths & Tips

Step 3: Compile key messaging

Write down key messaging lines that resonate with the brand story you have now brainstormed in Step 1. This includes your elevator pitch, tagline, mission statement and key product/service descriptions.

Keep it short, sharp and consistent across all platforms. If you battle to put this together, use an AI tool that can help you, or outsource this to a freelance copywriter.

Step 4: Create a tone of voice

Decide how your brand should sound. Is it professional and formal? Friendly and conversational? Bold and witty?

Your tone of voice should match your brand personality and appeal to your target audience.

Step 5: Back it up visually

Back up the brand’s messaging with a striking and cohesive visual identity. This includes:

• Logo
• Colour palette
• Typography
• Iconography
• Photography style

You can work with a graphic designer or use branding kits and AI tools to guide you.

These visual cues should make your brand instantly recognisable, if possible, and trigger an emotional connection with your audience.

Step 6: Put together a style guide

Once you’ve made up your mind on all the above, put together a brand style guide. A brand style guide ensures consistency. It should document:

• Brand colours and their codes
• Fonts and logo usage
• Image style
• Tone of voice
• Dos and Don’ts for your brand

This guide will be your go-to manual for all design and content decisions moving forward.

Step 7: Practice brand continuity

Your entire team should live and breathe your brand values. Consistency is key – from email signatures to packaging to social media captions.

Ensure your branding is reflected across your:

• Website and blog
• Email marketing campaigns
• Social media profiles
• Marketing materials
• Customer communications

RELATED: Social Media: Tips for Startups & Small Businesses in South Africa

4 Myths About Building a Brand

Myth 1: It’s too early to work on my brand.

Branding starts from day one. Waiting until you’re ‘established’ means missing the opportunity to shape customer perception from the start.

Myth 2: My team is too small.

Even a small team can create a big brand impact. With AI tools and freelancers, professional branding is within easy reach for any startup.

Myth 3: I don’t have any control about how people will view my brand.

Yes, you do! Your brand is shaped by the values you communicate, the experiences you deliver, and the consistency you maintain.

Myth 4: The brand you start out with is the one you need to grow old with.

There is however, a place for a rebrand. Rebranding may become necessary when:

• Your business evolves or expands
• You enter new markets
• Your brand no longer reflects your values

Rebranding can breathe new life into your business, attract new audiences, and help you remain competitive.

7 Smart Brand Building Strategies for Small Businesses & Startups

Small businesses need to be resourceful. These cost-effective tactics can help boost your visibility and build your brand without breaking the bank.

1. Get the help of customers in

As a startup and small business, you don’t have; the advertising budgets of a larger business, or the digital ad agency on retainer, to help you spread the word about your brand. Therefore, you need to be more resourceful. Customer reviews are a great way to get your customers to help you out. You can also make use of a Referral or Affiliate Program to encourage customers to spread the word on your behalf.

2. Use a micro-influencer or brand ambassador

Partner with local or niche influencers and/ or obtain a brand ambassador who share the same target audience and values as your brand. Micro-influencers usually have better engagement rates than big influencers and are more affordable. A brand ambassador, whether a loyal customer or local personality, can authentically represent your business and consistently promote it over time.

3. Create usable content

Don’t just advertise. Create value. Make use of social media, blogging, guest blogging, infographics, e-books, whitepapers, etc. to position your business as an expert in your specific field and provide customers with content they can use.

4. Wrap your car

Digital marketing is powerful and accessible. The only snag: You and every other business out there are competing for attention, making it difficult to stand out. To boost your brand locally, make an impression in traffic with a wrapped car. Car branding is an affordable way to increase visibility simply by driving around.

5. Give away branded freebies

A smart brand building strategy for your small business is to try giving away branded freebies. Who doesn’t like a practical free item?  This allows you to keep your brand at the top of people’s minds. Choose useful items like pens, notepads, or tote bags – things people use often – so your logo stays visible in their daily lives.

6. Collaborate

Join forces with other small businesses and startups in your community that complement your brand and cross-market each other on social media, co-host events, or run joint promotions. Collaboration helps you tap into each other’s customer bases and build stronger community ties.

7. Be human

People connect with people. Customers are more likely to support brands they feel emotionally connected to. Show behind-the-scenes glimpses, introduce your team, share your story, and be authentic. Humanising your brand builds trust and relatability.

FAQS

Other Blogs of Interest

• Custom Email Addresses: Elevating Your Brand Identity Online
• Create A Unique Identity For Your African Business With A .africa Domain
• A Multi Domain Name Strategy: Why More Than One Domain Can Be Advantageous
• Preparing your SME for Business Success
• Email Marketing: The affordable & effective platform your business can trust