The internet is filled with competitive businesses. The strategic design of a small business’ brand is now more important than ever. Any company wishing to achieve effective and wide-reaching brand recognition should plan to implement a number of marketing initiatives.
Competing with not just other start-ups but large corporations as well, demands it.
Designing for small businesses must include many considerations. Creative imagery, a compelling logo, partnerships, and countless other factors will all be in some way influenced by the design process.
Fortunately, there are many tips to utilise for those just starting or for the established company in need of a reboot.
A Compelling Logo
An intuitive step in the design process is the formation of a brand base. The image a company projects is of utmost importance. Because of this, a logo, the most widely recognized visual a company will utilize, must be carefully considered. Successful small businesses design their corporate logos as clean, efficient symbols. They are memorable and must be unique in order to deliver the essence of a company as quickly and accurately as possible.
While the development of a logo is the beginning of brand structure, it is directly tied to the next step, which is discerning and targeting a niche audience.
While the logo delivers the initial punch, the visual message system of a company’s brand must be derived from the logo and the audience it is designed to communicate with. Start-ups should research established companies within their niche. This will award them with valuable data on how well or poor target audiences respond to certain psychological triggers.
The Business Mission
Small businesses must develop a mission that their brand will follow.
The mission, which will evolve as time passes, provides the purpose and end goals of a company. The way in which a company decides to market is directly tied to the mission. As such, the design process must incorporate the mission into the visual branding message. By including the mission, the brand remains consistent and unified across multiple marketing platforms. A strong, coherent mission must therefore be developed.
Distribution & Syndication
As a brand develops, its strategic deployment becomes an essential consideration. Wide disbursement is the key, reaching every facet of your targeted audience in the most efficient, cost effective way possible.
Old mainstays such as business cards are still viable. In fact, business cards, flyers, and print advertisements are widely recognized for their value.
Social media, however, has become invaluable as well, allowing small businesses to deliver their brands to large audiences for little to no cost. This ability has truly leveled the playing field when it comes to competing with large organisations.
By leveraging these simple, yet effective, techniques, designing a small business brand and utilising it successfully becomes a much less daunting endeavor.
With well-planned strategy and a powerful and positive first impression, any small business can achieve on a level previously undreamed of.
