Branding Best Practices for New Small Business Owners

Woman sitting down usinger her laptop on her lap

As a new small business owner, you have a daunting to-do list on your road to success. In the midst of building a business plan, budgeting, and dealing with all manner of other logistical obstacles, you may have overlooked the importance of branding. Effective branding will help you reach your target audience and create a positive consumer experience that brings repeat customers. You can easily do some simple projects yourself, but there are some advanced methods that may require professional help. That being said, businesses of any size can benefit from the power of well-branded marketing efforts, so don’t disregard this potential for your small business to gain a larger following. Your business can reach new heights after you've learned more about some of these tried-and-true best practices, courtesy of Prime Encode.

Learn the Basics

Branding is the process by which a business creates a unique image for itself in the eyes of its customers. A recognizable company logo is a key building block in all your branding efforts – and that’s something Prime Encode can help with. In fact, regardless of who designs your logo, you should be supplied with a style guide for your business or generate one for yourself. A style guide will make sure visual elements you use in your branded materials, will be consistent and professional. Other important techniques include a catchy slogan that will stick in people's minds, a relatable mission statement, and a consistent company voice. These factors all work toward creating a positive and memorable consumer experience. When a client can recognize a company at a glance and associate it with a positive prior experience, they will likely return to use your services or buy your products again.

Of course, that’s just the beginning. When you’re ready, especially after you get a little experience, you should look into informal yet professional learning/hands-on training services like those on or Skillshare.  Depending on the amount of brand building you will be doing, you may even consider advanced business degrees that can give you an edge in this field. The benefit of online programs in particular is that they allow you the flexibility you need to keep working while you learn the basics of marketing and business structure.

Reach Your Target Audience

One incredible benefit of branding is that it has the power to help you reach your target market. When developing a strategy, you should consider how strongly your audience desires your product, where they live, how old they are, and where they will look for your product. For example, if you are offering an online service that mainly appeals to a younger demographic, you may want to develop a brand voice that reads well in blog format and a logo designed to stand out on web pages. Logos that are more likely to be seen on the actual product or physical advertising mediums such as billboards may need to be designed with those considerations in mind. It is always worthwhile to communicate with your target audience about their favorite products by conducting interviews and sending surveys. You may also want to research to see how the competition uses branding in their marketing strategies.

Start Your Projects

Some branding projects can easily be done on your own by using some beginner-level software. With a small time investment, most small business owners can learn how to create simple and attractive images for their website or online profile. For more complex campaigns and design projects or for those who prefer to use professionals for this service, you'll need to hire a freelance professional or design firm for help. You can find branding experts with digital marketing agencies through online job platforms. Be sure to compare reviews and know your budget for these services before choosing a company.

The key to a successful collaboration involves clear communication. After you’ve selected a freelancer or agency to help with your digital marketing campaign, stay in contact using communication software such as Slack or Trello, both of which are excellent options to consider. If you don’t want to send large files back and forth via your chat software or email, consider alternatives like to securely transfer files into the cloud, allowing everyone to access the materials from the same location.

Business experts have outlined the reasons why branding is so important for small businesses like yours. Developing a memorable brand for your company is vital for creating a consumer experience that your clients won't forget. The sooner you build your brand, the more benefits you'll be able to reap from the power of marketing.

The goal of Prime Encode is to enable your business to put great things into action. We’ll collaborate with you to create a physical and online presence that represents the best side of your business and shows prospective customers why they should come to you. Call 585-278-7367.

Mark is one of five “explorers” at Awareness Toolkits (, who dig deep to find info for the creation of toolkits (articles, resource links, tips, guides, etc.) for those looking to spread awareness about specific subjects.

Leave a Comment