Starting a new business is an exciting venture, but one that requires meticulous planning every step of the way.
With major competition in the market, you’ll likely be up against established brands and faced with the challenge of finding a way to stand out.
Branding is your key to communicating with your customers. It tells them why they should choose you over a competitor, so your brand guidelines and personality should be established from day one.
With that in mind, these are just five branding essentials every new business should have in place from the outset.
1. Unique selling point.
Your unique selling point or USP should be obvious, and if you’re not sure what it is, your customers won’t be either.
You might offer the fastest delivery times in your niche, money-back guarantees, be the only provider of your product or service in a local area, or simply operate with quality and service that is a cut above the rest.
It’s crucial that this comes across to the customer, and you should make it the first thing you shout about as a brand and a business.
2. Brand voice and identity.
Every bit of your output should be consistent, from your products and services to your in-person customer experience, your customers’ digital experience, and your advertising and messaging tactics.
Think about the Jungian personality archetypes: in modern marketing, these have been adapted to help brands find their voices. For instance, The Magician, who leverages power to create illusion, perfectly describes Disney, while The Sage is a trusted source of knowledge and truth (such as the BBC). While not an expansive branding strategy, it’s a great starting point to get a sense of how you want your brand to be seen.
3. Social media.
Social media marketing agencies will often advise you to have a presence on every platform.
In reality, for a business just starting out, the most efficient way to target your marketing is to think about where your audience is. Gen Z are the most prolific users of platforms like TikTok and Instagram, while brands targeting an older demographic may have a better reach with Facebook.
Tailoring your efforts by platform and audience ensures you reach the right people in the most effective way.
4. Word of mouth.
There are many ways to promote your business, but amongst the most effective is word of mouth.
The best way to encourage this is simply to be the best! Provide a service or product worth shouting about.
There are certain things you can do – for instance, if you are launching a new bar or restaurant, invite influencers before the opening to experience the place in exchange for a free evening out, or try and get your new venue recognised by recommendation sites like Design My Night.
5. Cohesion in promotional material.
Whether it’s the signage of a shopfront or the business cards and flyers handed out to prospective new customers, or how you package a product, it’s important that your promotional material matches and looks put together.
For instance, for physical products, reliable label producers such as Positive ID Labelling will ensure that every aspect, from the finish to correctly matched colours, is observed.
If you’re embarking on a new business adventure, these are just five tips to ensure your brand enters the market with a bang, not a whisper.
What are your branding essentials? How do you set yourself apart from your competitors? Share your tips for new and established businesses in the comments below.
