The Beginner’s Guide to Branding Your Small Business

Dec 18, 2020

The Beginner’s Guide to Branding Your Small Business

Think of the world’s most iconic brands: Nike, Apple, Amazon, Tesla, Google, Coca-Cola. These brands’ logos alone symbolize quality, trust, and innovation. Everything from their fonts to their color schemes screams professionality and reliability.

Your small business’s brand has the same potential—and it all starts with the details.

Your brand is made up of several elements, including the following:

  • Name
  • Logo
  • Colors
  • Fonts
  • Design
  • Voice
  • Messaging
  • Tagline
  • Values
  • And more

A brand encompasses everything that creates a perception in the minds of your customers—from its visual aspects (logos and design) to its personality (voice and messaging) and values (mission and vision).

Successful brands go way beyond a high-quality logo and a clever name. A unified brand fuses everything from products to customers to positioning into the combined package that is your company.

Whether you knew it or not, you started branding your company from Day 1. Ever since you began to visualize the solution, the product, and the business, you created your brand. However, the best business owners don’t let the world define their brands—they make intentional decisions to shape their brands to the world.

Branding isn’t just for the big fish, either. It doesn’t only influence whether someone is pro-Nike or Adidas, or if they’re a Mac or Microsoft user—it also determines whether customers will buy your tacos or your competitors’ tacos, or whether a customer will walk into your store rather than another store without ever hearing of it before.

First, let’s explore exactly why branding matters. Then, we’ll share several step-by-step tactics to shape your brand in the minds of your customers.

About the Author


Jesse Sumrak

Jesse Sumrak is a Social Media Manager for SendGrid, a leading digital communication platform. He's created and managed content for startups, growth-stage companies, and publicly-traded businesses. Jesse has spent almost a decade writing about small business and entrepreneurship topics, having built and sold his own post-apocalyptic fitness bootstrapped startup. When he's not dabbling in digital marketing, you'll find him ultrarunning in the Rocky Mountains of Colorado. Jesse studied Public Relations at Brigham Young University.

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