How can you build a brand identity while scaling your small business?

What I've learned in my 28 years of helping businesses to develop marketing strategies, is that your brand strategy needs to be based on reality or it isn't used and it is a waste of money. Lots of businesses say that, for example, that one of their brand values is quality, but they do not invest in quality themselves - in terms of great design, packaging, uniforms for staff etc. Another common example is business owners saying that they value customer service but not answering the phone to customers, not asking customers for feedback. My advice? Ask your customers what they think of your brand right now and build on that. If yours is a start up business, choose values that are needed in the marketplace and invest in them for your brand.

One thing I've found helpful is to be you. Do not try to copy another entity. If you showcase your authentic personality, people will respect and continue to return for your unique touch.

What i've learned is that you need to find your target audience, find your niche. Than do a market research of that niche. Find your value prepositions or create them. Once you establish those key points - what you bring to the table. You can define your brand strategy. But do your work early. Now you know how you want to be seen and by who or how you want to position yourself.

Il est souvent important dans la création d'une stratégie de marque de partir de la base pour développer la mission/vision/valeurs : à qui vous souhaitez vous adresser (les cibles) et le pourquoi vous avez créé cette marque ou ce service (le fameux "why").

by building a community, then focus on customer relationships and the experience they are getting despite you being a small business, you still provide quality

"Your brand's look needs to speak your story before you say a word." Following is how I did this: Developed a lasting logo: I made sure that my logo represented my brand's values and was recognizable. Consistency: I used the same colors, fonts, and style across my website, social media, and packaging. Created a style guide: I documented my brand's visual rules so that everything stayed consistent as we grew. This helped customers to directly recognize my brand and believe in its professionalism.

O processo envolve definir a personalidade da marca e adaptar a comunica??o a partir dessa personalidade. Exemplos: Considerar o canal de comunica??o; Usar linguagem simbólica, como emojis e memes; Criar um guia de estilo; Usar ferramentas de análise e otimiza??o de conteúdo.

Customer research is key for an effective brand. What does your ICP want? Research this and make sure your branding and brand values align.

Often I see startups and entrepreneurs start with branding (logos, websites, product line) that meet their own appeal without considering if it reaches their target audience. If you're not adjusting based on your target customer feedback and engagement, then be prepared to lose their attention and business.