Branding Basics For Small Business Owners


As a small business owner, you want to make sure that you’re building a brand that’s going to connect with your audience and help you achieve your business goals. But if you’re just starting out, branding can feel overwhelming and, let’s be honest, a bit confusing.

Here are 4 branding basics for small business owners to get you started in building a lasting and successful brand:


Consistency Is Key

The first key to branding for small business owners – or for any business owner, really – is to be consistent. Your branding should feel consistent across all channels, from social media to print to design to copy. Creating a consistent brand experience across the board will help to reinforce your brand message to your audience and increase their recognition of and loyalty to your brand.

So, for example, let’s say you own an e-commerce business that specializes in selling sportswear. If your branding on your social media channels is tough, edgy, and fashion-forward but more conservative and traditional on your website, guess what’s going to happen? Your audience is going to be completely confused.

Your conversion rates will also drop; the customer who was attracted to that tough and edgy branding on your social media page isn’t likely to be as excited by the conservative messaging they’ll find when they visit your website.

If you want to create audience buy-in and close more sales, you need to be consistent with your branding.


Determine Your POD

One of the strongest tools in your branding toolbelt is your point of difference (POD). Your POD is what sets you apart from the competition. Why should your customers by from YOU? What makes you and your brand different? What makes you stand apart from your competitors?

Your POD is what’s going to drive people to buy from you and your company as opposed to the other options they have in your niche, so it’s important that you have a clear understanding of what your POD is and then incorporate it into your branding.

So, for example, let’s say your POD is that you offer unparalleled customer service in a niche that’s traditionally devoid of support. Your customer service should be front and center in everything you do; it should become the backbone of your branding campaign. When your audience thinks of your company, the first thing they think of should be “customer service”.

By having a strong POD – and then incorporating it into your branding – you’re making a statement about who you are as a business and what your audience can expect from you, which will help you build a loyal customer base.


Invest In A Well-Designed Logo

While there are many areas of your branding that you can DIY, unless you’re an experienced designer, your logo isn’t one of them.

Having a well-designed and on-brand logo is essential to hitting your goals as a small business owner. Your logo is the face of your brand, and it’s often the first exposure your audience has to your company. If you have a poorly designed logo as the face of the company, you’re likely to have poor results to go along with it.

Try to think like your audience. If they see a poorly designed logo, their first thought is likely going to be “Well, if their logo is this bad, how bad is it going to be to work with them?”

Don’t let a poorly designed logo ruin your chances of making a great first impression with your customer. Make the investment and work with your graphic design partner to develop a logo that feels fresh, well-designed and on-brand.


Get Your Messaging Tight And Right

A huge part of the branding process is your messaging. What is it that you want to say to your audience? Who are you as a brand, and how do you want to get that across to your audience?

It’s essential that you get your messaging tight and right before you put it out into the world. You want to have a brand message that’s clear, concise, and communicates exactly who you are and what you want to accomplish as a brand with as little “fluff” as possible.

Create your brand mission statement and develop the brand voice you want to use in your copy. Then, make sure that every piece of content you create is in line with your ultimate brand message and communicates it in that clear and concise manner.


How Can We Help?

At Rogue Print and Mail, our proven track record of delivering the highest quality graphic design and print services to professionals speaks for itself. With fast turnaround times, industry specific templates and designs, an online portal available for any groups that wish to work with us to be able to store and manipulate their templates, and an in-house team to guide you in all of your branding, design and printing needs, Rogue Print and Mail is the preferred design and print partner for many hundreds of professionals across Australia.  

I sincerely hope that you found this information valuable.  For advice on effective branding, design and cross media marketing, please don’t hesitate to call me on 1300 65 85 00 or email me at  to arrange an obligation free 10 minute discussion with a member of our expert team.


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