Even if you're not a large company, you can still make a big impact with a small budget. When it comes to branding and marketing, it's a myth that a million-dollar budget is essential to get the job done. It is completely possible to build incredibly effective branding strategies without breaking the bank.
Here are three inexpensive ways to help your small business stand out from the crowd.
This may sound like an obvious first step to take, but making sure you have a clear idea of who you are as a brand and what you stand for is crucial for your small business’s success.
Great branding is more than just a company logo — real, effective branding has much to do with your company’s mission statement, your values, how you want to be identified in the marketplace, and how you differentiate yourself from competitors.
When crafting your brand story ask yourself the following questions: How would you describe your small business in three words? What makes your company unique and valuable? Do you offer amazing customer service or hands-on training that will help you stand out? Think about these questions to hone in on your brand and incorporate this identity into every marketing move you make. Once you develop your small business' brand and voice, consistency is key. Stay on-brand in all communications, from email to social media, to solidify your image in your prospective clients' minds and keep them from getting confused.
Establish your small business as an expert in your industry using content.
If you’re the go-to resource in your industry or field, you will gain your target audience's trust. Content marketing gives you the chance to show off your industry knowledge. The content you create should be valuable to your customers, such as answering frequently asked questions or educating users about the industry. This educational content will also give you a chance to communicate your brand voice and identity to consumers. Share your unique stories, such as how and why you founded your business, to appeal to your audience's emotions and build relationships with viewers. Even with a shoestring budget, content marketing will bring massive value to your business and your customers.
Do your research and find a business that has a similar audience to yours but isn't a competitor. Customers introduced to a new brand by an existing brand they already trust and enjoy will be much more receptive to the idea of trusting your business as well.
Even though establishing trust with prospective clients and customers can be a wildly time-consuming process, brand and business partnerships can significantly decrease the amount of time it takes to convince a consumer to consider your brand.