Engaging new customers is imperative to the success of any company. While it comes easy to big corporations who have already established themselves in public consciousness, small businesses can find it more difficult to continually generate interest in their offerings.
Successful branding can level the playing field. While coming up with a name is one thing, there are further considerations that many enterprises will unintentionally sidestep when working on their aesthetic.
Consistency is king
Both repeat and potential customers can quickly become disillusioned if your branding is unrecognisable across different mediums.
Whether its on social networking, offerings marketed on mobile or even the brick-and-mortar storefront, staying consistent is crucial.
Moreover, it isn't just about design touches like fonts and logos. Tone and style are just as - if not more - important. Does your business want to appeal to younger consumers? Using slang or referring to current trends can enable this. Are you dealing with a lot of B2B customers? Formal phrasing and proper English are the winning formula.
Consistency is imperative when it comes to the perception of your small business, and keeping it uniform will help in the pursuit of better brand recognition.
Be distinctive, not complicated
The most recognisable logos and brand images - Coca-Cola, Apple, Facebook, etc. - are incredibly simple when you take the time to break them down.
Small businesses can spend too much time trying to come up with the biggest and brightest ideas when keeping it simple is far more effective. Think on your companies unique selling points, choose the most distinctive and make this the centrepiece of your aesthetic.
Branding is becoming increasingly important and keeping track of exactly how much your company is budgeting for marketing is key. To that end, small business software such as CashManager from Accomplish makes it easy to accurately manage cash flow, aiding the big decisions when it comes to investing capital back into the company.