Jane’s Marketing Tips: Branding Your Business

Whether you’ve just started a business or have been in business for years, you probably understand the importance of building a brand. One of the most important components of a brand is its logo. If you’re a small business, you may not have the budget to hire a design firm – but that doesn’t mean you can’t create a meaningful trademark.

Don’t be afraid of change
If you’ve been in business for a few years, chances are you’re not super happy with the idea of overhauling – or doing what marketers call a “brand refresh.” However, it’s important to remember that change is the road to improvement, and creating a newer or better logo is part of those upgrades. Changing your brand doesn’t mean changing the identity of your business, but changing the way people see it.

Get back to the basics
What is your product or service? What are the core values of your company? You want these things to be reflected in your logo. If your company has been in existence for some time, think about how your brand has evolved over the years. What is it that makes your business unique? Recalling and identifying these things will help you to focus on what’s important.

Be aware of competitors
Be careful not to create brand confusion. Look at the logos and branding efforts of your competitors, and make sure that your new look is not similar. The more you can differentiate yourself, the stronger identity your business will take on.

Survey your customers and followers
If you have an online following or email subscription list, use it! Ask those who follow your business what they think about your current brand, and what changes they would like to see. You can survey them on aspects such as:

      • Ease of use of company website
      • Frequency and content of newsletters or emails
      • Your current logo, color scheme or other brand aspects
      • Clarity of explanations of products and/or services

If you have time, ask customers in person what they think, and what needs to be changed. You’ll be amazed how useful their answers can be!

Learn by example
Look at the logos of other successful companies of similar size and market to yours, as well as the logos of companies larger than yours. What makes them stand out? Make note of the aspects of each company logo and see if you can incorporate those techniques into your own trademark.

Know your audience
Who is your target market? Do you know your demographic? Once you’ve answered these two important questions, you can start to make stylistic choices. The age and interests of your potential customer can have an effect on the decisions you make when it comes to fonts, colors, and logo placement.