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Small Business Branding Essentials

Branding, the practice of placing a mark of identity upon a possession or reputation, can be traced back to 7000 BC according to those who document such historical facts. In the vast world of commerce, a brand is the total summation of a producer’s identity, persona, and values. A well-marketed brand can result in consumers expressing favorability for a particular company.

Great brands are built over a long period of time and require a clear strategy, dedication to a mission, and consistent implementation. A brand can be represented by a logo, tagline, images, or content that can attract attention and motivate a consumer to act. Together, visible brand elements such as design, color, and logo are a visual identity of who a company is, what it does, and often what it believes.

When all the elements of branding come together it can attract the attention of a market niche and create a distinct persona that motivates a company’s best consumer candidates to act. The first step in creating a memorable brand is to identify who the targeted customer is and what solutions they are seeking.

The whole world marketplace is not your customer. The marketplace consists of unique subsets of consumers who each demonstrate various personas, interests, and motivations. Select one and focus on those consumer attributes that will most closely reflect and align with your brand’s identity. Define your brand identity by creating specific values and a mission that is relevant to the targeted segment. Design visual elements that closely correspond to the brand’s values and mission and focus brand-building efforts on educating the audience on the mission, generating brand awareness, and building credibility and trust with an audience of consumers.

Designing an effective logo requires close attention to fonts, colors, and other visual styles so that it is consistent with the chosen brand identity. In a study titled “Impact of Color in Marketing,” researchers found that up to 90% of snap judgments consumers made about a brand were based on color alone. Customers will respond favorably and strongly to a brand if the right color and images represent that brand’s personality, culture, and mission.  It is extremely important that new brands specifically target logo colors that ensure differentiation from entrenched competitors.

Differentiation is very important and best achieved by a strong name, unique offerings, and a compelling visual presence. A good design will attract customers by showcasing how and why your business is better than competitors. Marketing and leadership expert Seth Godin says, “A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.”

At Junction Creative Solutions (Junction), we understand the importance of creating a brand that is authentic and relevant. To learn more about how our team of award-winning designers and top-rated talent can assist you in building your brand, call 678-932-0242 today.