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Branding Best Practices for Small Business Owners

Updated: Mar 14

As a small business owner, your company branding is critical for your success. Not only does it impact the customer experience, but it also allows you to stand out from the competition. When done right, your branding can spur greater success, leading to higher profitability. If you want to get your branding right, JaM Advertising & Productions shares some best practices to keep in mind.


The Basics of Branding

When small business owners think about branding, they usually focus on their company name and color palette. While those are both important parts of the equation, they aren’t all of it. Your brand voice also matters.


Your brand voice is essentially your company’s personality. It encompasses how your business speaks with customers and engages them, fundamentally impacting the customer experience.


Since the customer experience can spur loyalty and generate buzz, nailing your brand voice is essential. You attract more positive word of mouth when you get it right, leading to more referrals, interest, and sales.


Focusing on Your Target Market


When you’re developing your brand, you need to focus on your target market. That means making choices that’ll entice your ideal buyer, ensuring your efforts are tailored to their needs and preferences.


Every company’s target market is a bit different. As a result, you’ll want to consider the characteristics of your audience. Along with considering key demographics, you need to factor in perceived product or service desirability, how your audience shops, and how they navigate their day-to-day life.


By getting a holistic picture of their daily lives, you can find opportunities to connect. For example, being able to position your offerings as a solution to a challenge they face regularly can generate interest, making your products or services seem more valuable. And if your product or service separates you from the competition, all the better!


If you also factor in how they want a company to come across, you can cultivate a brand voice that aligns with those expectations. For example, while humor may be appropriate in some sectors, it may feel out of place to customers in other industries. You want to take that into consideration, ensuring you select a position that’s designed to draw them in instead of pushing them away.


Branding Projects: When to Hire


If you want help from beginning to end, consider working with an agency like JaM Advertising & Productions. They can help with a variety of projects, from creating a website to designing your logo to establishing your voice to boosting your presence in the marketplace.


You may also want to hire a social media manager to oversee your profiles, engage with followers, and create posts. That way, your social media activities are more effective. Finding a professional is pretty simple. Just head to freelance job boards to research your options, and check experience levels, reviews, and costs to find the right one for your needs.


Branding is a crucial component to growing your business. With a careful approach, you can position yourself to garner the necessary attention and customers to help your business thrive.

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