How Small Businesses can Develop a Consistent Brand Identity on a Budget
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How Small Businesses can Develop a Consistent Brand Identity on a Budget

A business’ brand is how it presents itself to its customers, and the people who are yet to become customers. It has to be consistent, tell a story, and show a clearly defined personality.

Even the smallest retailer, bar, restaurant, or salon, can develop a brand personality. The first step is knowing who you are and what your business represents. It doesn’t have to be anything particularly fancy, it can be as simple as ‘we’re reliable and dependable’. As long as it’s clearly communicated to your customers and future customers, it’s a solid brand identity.

Know Your Audience Well

A brand identity isn’t very useful if it doesn’t evoke a positive response in your audience. It’s important to know who they are and what they want. It’s likely you’ll have different buyer personas and different kinds of customers, so the challenge is pinpointing a brand personality which effectively speaks to most of them.

Ask yourself who they are, what they want, and what their preferences and problems are. Your brand tone of voice should speak to these preferences and your products and services should solve their problems.

Keep the Design Simple

As you’re gradually building a business and growing, your colour scheme and style should develop simultaneously. Over complicating can make it difficult for your audience to understand who you are and what you represent.

Every time you change the theme and colours in one place, you need to change them everywhere else. If you get a new modern website, you should also consider redecorating the business premises to keep your brand identity consistent.

Develop a Tone of Voice

Aesthetics are important, and they directly influence how your customers and shoppers feel. However, language is just as important and emotive. The way you phrase product descriptions, menus, social media posts, and signage around your premises, communicates more than just the literal meaning. The formality or informality, and the words chosen, also need to communicate your brand personality and identity.

Your tone of voice should sound like it’s being written by one person. As a small business owner, it’s much easier to execute this – your tone of voice can become your business’ tone of voice.

If you want to invest in marketing and product development, Capify can help your business raise between £3,500 and £500,000. Applying for the Merchant Cash Advance is simple, you’ll get a decision within 24 hours, and repayments are easy.

Find out how much you could raise for your business today.

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