When starting your own business, standing out from the crowd can be a daunting prospect. Big businesses have entire departments to focus on their marketing, and there are endless established small businesses selling products similar to your own. Branding is the most effective tool available to you. When you’re considering how to build your brand, you might fall prey to the common misconception that this effort requires a ton of overhead.
The truth is that branding is more about making thoughtful choices than it is about spending money, and the most critical aspects that go into creating your image don’t require money at all! Whether you’re just figuring out how to build your brand, investigating how to strengthen it, or going for a total identity overhaul, these six tips will point you in the right direction.
How to Build Your Brand on a Microbudget
Know Your Customer Base
Choose Your Words Wisely
Tell Your Story
Utilize the Right Content
Invest in Swag
1.Know Your Customer Base
The word “niche” gets thrown around a lot, but it’s more important than you might think. Understanding your target audience and keeping the focus on them is vital to any business’s success. You need to know what your target audience wants, what they think, and how they spend their money.
Then, all you have to do is give them what they want. Think about how to build your brand around them, in the look, messaging, and operations of your business. You’ll give be able to build an instant connection between your customer base and your brand, which is something that big corporations just can’t achieve.
2. Choose Your Words Wisely
Large businesses have the funds to craft multi-faceted branding strategies, but your business can be just as effective by taking advantage of key messaging. Ideally, you’ll want to craft one key message that communicates everything potential customers need to know about your brand.
Take the time to consider what it is that your business does for customers. Are you eco-friendly, or sourcing your materials sustainably? Does your personality shine through in your creations, or are your products polished and professional? What sets your product or service apart from similar ones? Most importantly, how do you want your brand to communicate with your audience?
Don’t overdo it. Providing your audience with too much information at once can overwhelm them. Keep things as short as possible while relaying key information. Spread out details into individual social media posts and newsletters, as part of a larger conversation. Take the time to ensure that your social media posts and product descriptions all match your tone.
3. Tell Your Story
The color and design of your logo might be important, but the story behind it is what attracts your customer base. Think about why you wanted to start this business in the first place. Don’t be afraid to have an “About Us” page or simple blog on your website that spells it out for your customer base. Writing this can be intimidating, but it’s actually very easy when you approach it as a way to communicate your core message and its backstory.
Once you’ve established your story, allow it inform your design choices. Incorporate a symbol into your logo, or simply allow your story to inspire a color scheme when building your online store. By enriching your brand with personality and authenticity, your story makes your business more relatable for your clientele.
4. Utilize the Right Content
Whether in video form or blog posts, content marketing is king. Sharing relevant content with your audience builds a stronger brand while encouraging users to connect with your business. It gives your brand authority, brings traffic to your site, and provides value to potential customers.
If you’re short on ideas, consider a guide to how your products work, or a few videos that help explain your mission and purpose. Keep the focus on education and entertainment for the greatest success here. Be personable, concise, and think about how you can relate or connect with your audience.
Need more? Check out our in-depth post on writing content that converts.
5. Invest in Swag
Branded products are an inexpensive way to give people what they want: cool stuff! Who doesn’t want a t-shirt, coffee mug, or stickers with cool imagery? Promotional items for your business can really help spread the word, and establish more personal relationship between your customers and your brand. If you’re starting an online clothing store, this can be a perfect chance to show off your styles and build some buzz around your brand.
Don’t be afraid to have fun and get creative with your branding here. You’ll want to create something that you can share with customers and collaborators. Aim for items that they will want to use often, and that will spark conversation about your business.
6. Enlist Influencers
At this point, you’ve already decided how to build your brand and have created a strong foundation. Now, it’s useful to enlist the help of a influencers to increase your visibility. No matter what your niche is, there is sure to be at least a small group of influencers within it who understand your audience. Their voice can help you reach more people than you could on your own.
You may find a lifestyle blogger with a large following in your niche, or even another ecommerce business just getting started. Generally, these influencers will be willing to promote your products or cast a spotlight on your company, so long as you are return the favor. You may even be able to collaborate on blog posts, podcasts, and other fun media projects to increase your brand’s visibility.
There you have it! You don’t need a hefty budget to build an amazing, identifiable, and trustworthy brand. Remember to keep the focus on connecting with your audience, and you can’t go wrong. Don’t be afraid to think outside the box, and refer back to these tips anytime to help get your creative juices flowing.