Aside from a viable business plan and adequate finances lined up to sustain early business growth, one of most important elements of your new business that can shape the future of your success is your small business’ branding.
What makes your small business branding so important is that it is what shapes many of your potential customers’ first (and lasting) impressions of your company, whether on paper collateral or through your online presence.
Your business brand essentially communicates your business’ personality and values without you having to explain it yourself. If you want to make sure you can give your best branding message, here are 2 of the most common mistakes you should avoid with your Small Business Branding:
1. Inconsistency
One of the most common mistakes to avoid in small business branding is conveying an inconsistent brand message. This is sometimes an honest mistake, but it is detrimental nonetheless. Two real ways that an inconsistent business branding situation might happen are:
- Your “about” or “mission statement” says one thing on your website, but something different on your social media accounts, and then different from the mouths of your salespeople.
- Your brand claims to cater to one demographic, while your marketing gives the impression that it actually caters to another.
Avoid the mistake of brand inconsistency by taking the time to tailor your brand message consistently on every online and offline channel where you do business.
2. Too complicated
Another common branding mistake to avoid as a small business is creating a brand message that is too complicated.
Whether it’s by doing things like trying to please everyone, being both “affordable” and “luxury” at the same time, or by having too many mottos, color schemes, or logos, having a complicated brand message is like a company trying to bite off more than it can chew.
The best way to avoid the common mistake of overly complicated brand messaging is to keep it simple. Think “less is more”. Your business product or services should speak for itself and your branding should elevate those things in a meaningful, natural way.
Establishing your small business branding is one of the most fun, creative aspects of starting a business, yet it also sets the tone for the future of your business growth. Focusing on having clear, uncomplicated branding for your business will always put you far ahead in the game.
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