Creating a brand identity

Avoid blatantly ripping off other brands. Apart from making you look slightly foolish, customers will think you lack your own identity and ideas (while there are ‘passing off’ laws too). Your brand identity should be authentic for your business, but it need not be any less professional or engaging. Customers respond to original, authentic, independent brands, small businesses with their own personality and an engaging story to tell.

Obviously you must limit your start up costs, but paying a graphic designer or affordable branding specialist to create your brand identity can be a shrewd investment. Be armed with examples of branding that you like, but remain open to their ideas.

To save money, you could do it yourself, but if you lack knowledge and an eye for design you could regret it. Poor launch branding could put off potential customers forever. Test your branding before launch; ask potential customers for feedback and make changes where necessary. Your branding should impress. Your brand identity should ring true with your business and its values. Consider how it will look in every environment in which it will be used. Simplicity is advised. Less is more, so limit your colour and typeface choices.

Apply your brand consistently

Your brand should be applied consistently – from customer call handling, social media posts and staff appearance to signage, stationery and website, etc. Your customer experience should mirror your brand promises. For example, there’s no point having reliability as a core brand value if you don’t answer customer enquires promptly.

Never compromise, live your brand values every day and safeguard your brand identity. Customers must be able to quickly distinguish your business and understand what it stands for. If you have employees, make sure they realise the importance of branding (provide training where necessary). Consistency underpins all successful brands.