3 Steps for a Successful Branding Campaign for Your Small Business
Creating a strong branding campaign isn’t easy at the best of times. But, for small businesses, it can be especially challenging.
Small businesses often have small budgets to divide among marketing and sales. Creating a strong brand presence on a budget is no mean feat.
But, you can build your brand in a few simple steps. Let’s discuss the best steps you can take to brand your small business.
1. Hire a Marketing Agency
It’s important to establish your brand presence online. After all, your competitors likely have one already. The demand for online businesses in the U.S. rose by over 14% in the past year.
Consumers forced to stay indoors turned to online shopping for their needs. This increase in demand soon led to an increase in competition online.
Brands that engaged consumers and satisfied their needs came out on top. These brands found their voice and used it to appeal to consumers.
You should do the same if you want to connect with consumers and promote your small business. But, finding your voice is one thing; branding your business is another.
It can take up a significant amount of resources to establish a brand image. This process is even harder if you have no experience with it.
Hiring a marketing agency can help you here. These agencies are well-versed with the branding needs of all businesses.
They can help you turn your voice into something unique that’ll appeal to customers. Agencies are offering b2c and b2b branding options.
Hiring a b2b marketing agency is advisable if you want to sell your products to other businesses. These agencies help you model your branding around what other businesses expect from you.
In some cases, good marketing agencies even research competitors for you. It can take up a great deal of your time and effort to do the same.
Instead, you can leave it to the experts to find out how your competitors designed their brands. Collecting this information can help you understand how to improve your branding strategy.
You can then compare your collected information to see which brands are doing well. This strategy will allow you to discover useful tips to build your brand presence.
2. Identify Your Target Audience
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The elements of your branding campaign will depend upon what your target audience is. The logo and name of your business should appeal to this audience.
You may spend a considerable amount of money on hiring experts to design these for you. But, your campaign may prove ineffective if you don’t design these with your target audience in mind.
Remember, it often doesn’t matter what you say about your brand. Instead, what matters is how you say it.
You can reach your target audience with branding if you pay attention to what interests them. One way to do this is to observe which brands they’re flocking to online and offline.
Observe the logos and other branding aspects of these brands. Often, the brands design the logos based on the demographics of their target audience.
For instance, if your small business is making kids’ toys, your logo should reflect the same. Kids’ toy companies often feature bright and colorful logos. Besides, these companies have easy names to pronounce (think: Lego).
You’d need to think along similar lines to engage your target audience. If you don’t know what brand name to use, don’t fret.
You could always look for keywords and phrases related to your business on Google. It would be even more helpful if you are looking for niche keywords.
For instance, if you have a small business selling wooden furniture, focus on that. It may give you a competitive advantage to choose a name related to wooden furniture. It could be far more impactful than choosing a generic brand name.
In this way, your target audience might find it easier to single you out among the sea of competitors. This technique also ensures your audience knows you’re offering them what they want.
3. Use Effective Display Ads
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Online businesses in the U.S. spend well over $100 billion on display ad campaigns these days. After all, why shouldn’t they? Consumers spending all day online are more than likely to view these ads.
It’s a good thing, then, that one of the best ways to establish your brand presence is through display ads. Display ads feature your brand name, logo, and much more.
You can use these ads to convey the product you’re offering users. But, that’s not all they’re good for. You can even use display ads to convey the key qualities of your brand.
Often, display ads highlight a brand’s best features. In this way, these ads allow users to discover what makes a brand stand out.
Your brand-building should reflect how you’re offering consumers more than your competitors. So, it makes sense to let them know the benefits they’ll enjoy after buying from your business.
But, it’s important to remember not to sound too sales-y. Your consumers likely see dozens of display ads every day.
Most of these ads must resemble each other in some ways. Watching the same kind of ads over and over again can cause ad fatigue among viewers.
You must craft unique display ads to help them break through this fatigue. Designing eye-catching display ads will let viewers sit up and notice your brand.
But, it can be challenging to determine which display ads are effective. You can enlist the help of PPC experts to figure out the same.
Or, if you have the money for it, you can use A/B testing for your branding campaign. This method involves comparing the performance of one display ad against another.
You can then analyze the results of this testing. Analysis will let you determine how customers respond to different branding strategies.
Small businesses can use these tips to establish their brand image. You should know that building a brand doesn’t happen overnight.
You’d need to exercise patience and break down how your campaign is performing at every turn. But, you may have your hands full with setting up your operations as a small business owner.
After all, running a startup can take up all your time and other resources. Hiring marketing agencies and individuals can help you here.
These experts understand the nuances of brand-building online and offline. You can use their expertise to craft a strong brand presence on all platforms. A strong branding campaign will help you intrigue your target audience.