How to Create a Strong Brand Identity for Your Small Business

How to Create a Strong Brand Identity for Your Small Business

Think of a burger. At the mention of the word, people would instantly associate it with McDonald's. But is Mcdonald's the only fast-food chain known for burgers? There are countless more. What's interesting is that so many burger joints far exceed what McDonald's can offer in terms of flavor. So, what's the reason behind the fast-food giant's charm that people around the globe love and associate with happy memories? Simple. Branding. They have established a strong brand identity that doesn't only reel in people but also stays in their memory.

But global brands aren't the only ones that need strong branding. No matter the size of your business, you need to create a distinct personality for it. It is the personality that not only sets it apart from its competition but also resonates best with its target market. A strong brand identity is crucial. Without it, you'll get lost in a sea of competition! People will opt for the most memorable one that they can relate to the most. So you might wonder now, how can you create a strong brand identity for your small business? Let's hop into the important steps you can take.

What is Brand Identity?

Before figuring out what you need to do to create a strong brand identity for your small business, first, we need to define what is brand identity. The combination of elements that comprise what your brand is known for is your brand identity. These include your logo, color palette, tone and voice of the content, the overall impression you exude, and most importantly, the vision, mission statement, and values that your brand lives by.

A strong brand identity gives you a unique edge. It allows you to stand out no matter how many your competitors are. Like our example at the outset, countless burger joints rival McDonald's, but why do we always come back to McDonald's? It's the way the brand makes us feel. We associate with memories we treasure with our loved ones.

Checklist: What Makes a Strong Brand Identity

What is the ethos of a strong brand identity? The three qualities you need to remember are trustworthiness, memorability, and flexibility.


Anyone would love to do business with someone who is transparent and has a reputation for relaying only honest and accurate information. So, for example, you need to strengthen your SEO. Make sure that the agency you're working with only implements white hat strategies to maintain your integrity and positive online reputation. There are several good link building services for SaaS, and you can choose the option that best caters to your needs.


How can your brand become more memorable? Note that it's not just about those captivating posters or quirky ads. You need to dig deeper and define the purpose of your existence. What is the gap in the market that your business is trying to fill? By defining this and fulfilling the reason for your existence, people will remember you for that.


Times change, and so are people's needs and wants. Design your brand identity in a way that grows with your market. Find ways to be flexible to adapt to your customers' lifestyles.

Define Your Brand Personality and Stay Consistent

Think of your brand as a person. What core values does this person uphold? Is this person a guy or a girl? Paint a clear picture of how you want others to perceive your brand. To help you out in defining your brand personality, answering a few questions will come in handy.

1. What is your brand mission? Your mission statement defines the reason for your brand's existence. It summarizes in one statement what gaps your brand is trying to fill in the market.

2. What are your unique selling propositions? In other words, what makes your brand unique? People don't like brands from the copycat republic. If somebody already does the same and exists for the same reason, you're just adding to the noise. So, define the things that set you apart.

3. How would people describe your brand? Is this brand masculine or feminine? Fun and quirky or formal? Thrives on technological advancement or remains conventional? Figure out how you want others to perceive your brand. As mentioned, think of your brand as a person, then clothe your brand with the personality you'd like it to manifest.

4. What experience is your brand trying to give to people? Suppose you're a photographer offering pre-wedding photoshoots. Aside from the love and excitement that the couple is already experiencing, you also want them to be more adventurous. You want them to discover an aspect of their personalities through meaningful travel experiences. And so, your photography package includes hunting for off-beat, picturesque shoot locations. That's not just an ordinary experience with a photography service. It's unique and memorable!

5. What emotions is your brand trying to evoke? Whenever people see your logo, your imagery, and your slogan, what do you want them to feel? What do you want them to remember? Would you like them to imagine the future or feel a bit nostalgic for a moment? Do you want them to feel like a responsible adult doing business with you or someone who has reconnected with his child-like wonder?

We've mentioned that it's essential to stay consistent as a brand. This should emanate from your logo to the ad copies you publish across social media platforms. All your elements should reflect the personality as well as the tone and voice that your brand is trying to project. That being said, it's time to create a brand guide if you don't have one yet. A brand guide is like a bible that includes all your design and language principles so that you stay consistent throughout your marketing efforts.

A brand guide includes things such as your brand's color palette. But just make sure you don't choose just about any colors. Your brand colors should reflect the personality and image you're trying to project. In addition, define your typeface as well. What photos and graphics are you going to publish? Also, what's your language? Would you like to sound formal and reliable or fun and quirky? British English or American English. These things matter, so don't cut the process short.

Gain Ground in Your Industry with Strong Branding

As a recap, strong branding is crucial regardless of the size of a business. It can make or break your chance to be remembered and connect with your target market. So, create a brand guide and stick to the principles of strong branding. Implement it now!


Creating a strong brand identity is essential for any small business. By following the tips we’ve outlined in this post, you can create an image for your company that will resonate with customers and help you stand out from the competition. Need help putting these concepts into practice? Simpl fulfillment can assist you with all of your order fulfillment needs, so contact us today to get started!

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