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4 Branding Tips for Your New Business

When you're first starting a business, one of the most important steps to take is identifying your brand.

Your brand is your organization’s identity, and it’s essential to your success. It involves the visual style and tone that sets you apart from your competitors, as well as your overall business “ethos” and message.

With infinite potential, starting a brand from scratch can seem like an uphill battle, especially when there are countless other firms and providers offering similar services to yours. Here are four tips for creating your new business’s brand.

1. Identify your target audience.

Many new businesses run into the problem of wanting to reach “everybody.” While it is advantageous to create products and services that are universally beneficial, narrowing down your audience is more helpful. Having a precise demographic of the gender, age, location, and lifestyle of your audience allows you to market specifically to them.

You may already have the ideal customer base in mind. Consider their perspectives and survey prospective customers to find out what your audience would like to see and what types of service offerings they would react positively to. Having this criteria in mind is a solid base for a new brand.

2. Define your brand identity.

Your identity is who you are as a company. Think about your personal mission and values, why you got started in your chosen trade, and how you want to be perceived by your customers and your industry. Begin to brainstorm how you can implement that into your brand.

There is no right or wrong when defining your identity, but whatever tone you choose, make sure it matches the professional reputation you’d like to build.

3. Create consistent visual assets and a solid online presence.

Once you have an idea of who you are and who you're trying to target, you can start to create a visual identity. Start by creating a brand style guide. This is a document that organizes your brand's aesthetics.

Start by picking out color palettes, fonts, and other designs that you feel represent you and your business. From there you can work with a designer (you can find great freelancers on Fiverr) to create a logo. This is a visual representation of your company and should be the first thing customers think of when they encounter your brand. This should be one of the first things you design, as all your other design assets will stem from your logo.

When you've created a logo and chosen basic design principles, start working on your website — the digital representation of your brand. Make sure it’s intuitive and easy to use and reflects your visual aesthetic, as well as your tonal identity.

4. Keep revisiting your brand.

Remember, your brand can change. As you grow your business, you may find that a different customer base gravitates toward you, and your original logo, color palette, and website don’t feel right anymore.

Be open to change and new ideas for your brand, and make adjustments as you go. As long as you keep being transparent and communicative with your customers, they’re likely to stick around

For more information and resources for aspiring solopreneurs and small business owners, head on over to

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