Starting a small business is one of the toughest yet most rewarding experiences you can undertake (as the entire Amergin team can truly attest). If you can survive your first year, you’re in for the ride of your life. If you can’t — well, we don’t believe in that word. Keep trying and learn from your mistakes.
You’ve got the idea, you’ve got the passion and you’ve got the drive, but what else do you need to consider to help push your small business to the next level?
There’s no simple answer to this question. However, over the next few months we’ll break down some of the non-negotiables when it comes to effectively running and marketing your business.
We’ll kick things off with an unmistakably important, yet often overlooked aspect of small business: Your Brand Strategy.
A common misconception that many small businesses have is that their logo is their brand, and often stay fixated on this before looking at the overall picture. Don’t get me wrong, your logo does matter as it identifies your brand visually, but that’s just one piece of the puzzle when it comes to your overall brand strategy.
Take a Step Back
Before you get too carried away with how your brand will identify visually, take a step back and ask yourself the following:
How does my brand communicate? An established Tone of Voice unifies your brand consistently across all channels. It’s not just about what you say – it’s how you (and importantly, your team members) say it.
Am I being consistent? Cohesive messaging helps establish brand recognition. Keep your messaging consistent across all channels (whether on or offline) so that your brand doesn’t appear disconnected. Keep your visual representation aligned with your messaging.
What’s the rush? The small business life is busy and your days are filled with a multitude of tasks. It’s important not to rush through these initial stages of building your brand. After all, it’s effectively laying the foundations of your business to which will help drive growth in the long term. Remember, it’s a long-term game and Rome wasn’t built in a day.
This is just the tip of the iceberg when it comes to defining your brand, but by simply asking yourself these questions the process is already underway. Stick to it and you will see results.
What other aspects of your brand strategy have you focused on? Let us know in the comments below.