How to build a strong brand identity as a small business

It’s more important than you think!

“Branding is only important when your business grows”

It’s a common misconception that strong branding is for big businesses. When in fact, a business with a distinct brand can convert 30 to 50 percent more customers than a business with no brand or an inconsistent brand.

How does branding help my business?

It’s difficult to trust a business when there are so many of them out there offering similar or identical products or services. It’s important to distinguish yourself from the competition. Build trust with your customers and engage with them while delivering a consistent message.

Branding makes all the difference!

I’m sure you’ve heard this line hundreds of times:

“They just put a tick on the T-Shirt and they can charge triple the amount!”

Why can big brands get away with this? Because they have instilled trust in their customers. When you buy from a brand, you’re paying a premium. In essence, you are paying for the brand itself. There are only so many ways to make a T-Shirt, but if your brand is known for its quality, great service and message, it will sell like hot cakes!

As a small business you need to stand out from the competition. If you’re selling the same product as someone else, make your product look better! Make the brand's message cohesive and make sure it addresses customer pain points.

What does a good brand need to succeed?

Branding isn’t just about sticking a logo onto something, it’s a lot more than that. It takes a lot of research, planning and strategy to execute the perfect brand.

Brand Story

Build your brand's story. Think about your target audience and they would react to the branding of your product. Now figure out what tone of voice that customer might want to hear. What is the personality that will attract them? Do they react to particular colors?

Consider your own story, why was the business formed? What is so special about it? What are you passionate about? What is your vision?

We want to see a story that will resonate with your audience.

Brand Logo

A logo isn’t just a symbol that you stick on everything, it is the face of your business. People should associate your logo with the brand’s story, passions and values. It should be unique in its own right, but identifiable with the brand’s identity.


Create a Brand Identity Guide. This is your bible, your mantra. It is the holy grail which keeps you true to your mission and goals. It details what your brand is about, how you communicate with your audience. It tells your staff how to create graphics that fall in line with your image. It outlines how your logo should be represented to remain concise with your identity.

Marketing Assets

You might not have a large marketing budget like the big players do, but you can still create a social media presence. Build a Brand Strategy to determine the perfect key words, hashtags and buzzwords that will attract your target audience, and create assets that work well with the social platform you are posting to. These assets should follow your Brand Identity Guidelines to ensure that they are delivering the correct message for your brand.

Review and refine

As your brand grows you might find yourself with new goals and ideals. Maybe your story has grown into an epic that you want to share with your audience. It’s always great to go back and look at how your company has changed and evolved over time. Don’t be afraid to reinvent yourself to fall in line with what your customers want.

Branding is too expensive!

You should never look at branding as an expense. Creating a brand is an investment which will pay for itself ten-fold if executed correctly. There is no real price tag on branding, as the value it brings to a business is incalculable. Of course it is between you and your brand manager to get an understanding of the value it has to your business, and the time and energy it takes to create the brand. You will find cheap alternatives for everything, but you can’t cheap out on true quality.

Can I build a brand myself?

You can shop around for good deals on creating logos, brand guides, business cards and all the individual components to make up your brand, but you will have to navigate the obstacles yourself. You have to think to yourself, what is more important than money to a business owner? As the leader of your company you have to consider your time. How much time can you realistically put into managing this project, finding the talent, vetting and recruiting them, communicating between them, acting as quality control, sending back revisions… The list of tasks goes on. This is time you’re not using to market, speak to clients, make sales, grow the business.

Budgeting and Time Management

Doing things yourself means keeping track of your budget and timescales. Keeping track of who you’ve hired, what they are doing for you, when it is expected by and what company/platform you ordered from. You should be prepared to create a spreadsheet to keep up with everything that’s going on.

Avoiding scams

There are plenty of freelance platforms out there and you can find many genuine and honest freelancers who really do have a passion for their craft. Though you have to be prepared to count your losses if you hire the wrong person, if they fall short of the mark or are unable to deliver something the way you envisioned it.

Scope and Deliverables

You should always have clear scope and deliverables listed with anyone you hire. If they are unwilling to work with you to break down the exact deliverables, then you run the risk of not getting what you thought you were getting. Having clear deliverables means you can refer back to it if something isn’t done.

Benefits of having a Brand Manager

A Brand Manager, much like a Project Manager is in charge of executing the branding project from start to finish. They are responsible for creating any job proposals, project charters and project scope/deliverables. They will ensure the best team for the job is in place, and will track all budgets and timescales.

A good Project/Brand Manager has a clear communication plan to keep you updated every step of the way, ensuring that you have input in the design process and can request revisions if something isn’t quite right.

Any failure within the team is the responsibility of the project manager to handle, meaning you can sit back and relax, assured that your brand is in capable hands.

Lost Fables is a professional Branding Service with extensive knowledge and professional experience. We provide every element of branding with full complete packages to take your brand from concept to fully finalized realization.
Contact us today to receive a Free Consultation.

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