Creating an Effective Branding Strategy


When you start a small business, it can feel like everything is on your shoulders. You’re the CEO, CFO, and sole employee all at once. And while this isn’t necessarily an issue when you’re just starting out with limited responsibilities and resources when you hit a point where you need to grow in order to reach your full potential as a business owner, things get complicated very quickly without some forethought into how you want your brand identity to look — both online and off.

Know who your audience is.

Know who your audience is.

This may sound obvious, but it’s important to know who you’re talking to. It’s not enough to just know how many people are in your audience—that doesn’t tell you anything about them. Give yourself the gift of knowing more about the people that make up your target market by asking questions and listening carefully:

  • What do they want? What will they buy from you?
  • How can you help them solve their problems? How can you make their lives easier or better?
  • When do they need this help/product/service (e.g., when they have a problem)? When are they searching for solutions online? When are they thinking about buying something new and different?
  • Who else is creating content that appeals directly or indirectly to these people right now—and why does it appeal so much (i.e., what makes it so effective)? What could be done differently with less expensive resources than those being used right now (including time and money) while still retaining some level of quality control over content creation efforts among team members involved in these efforts?”

Create a unique voice for your brand.

It is important to have a unique voice for your brand. Your company’s voice will be the foundation of all of its marketing materials, including social media posts, ads and website copy. If you aren’t sure how to create a unique voice for your brand, start by asking yourself these questions:

  • How can I express my company’s values in my writing?
  • What are some ways that I can write differently than other companies in our industry?

Once you’ve answered those questions, start putting them into practice! For example, if one of your core values is transparency (as it is with Basecamp), then this could help guide how transparently you share information about products and service offerings on your website or blog.

Get in touch with your target audience.

The first step is to get in touch with your target audience. You should know who they are and what they want, need, and expect from your brand. Do they want to be communicated with in a certain style? Do they want something more informative or promotional? Are they looking for an experience before considering a purchase? How do you meet these needs?

Once you understand your target audience, you can then move on to the next step: identify what your brand stands for. For example, a company selling products may find that its brand is seen as friendly and informational.

Know what you stand for and showcase it in your brand identity.

Your brand identity is the foundation of your company’s image. Whether you are an established business or just starting out, it’s important to have a clear sense of who you are and what sets you apart from the competition.

Branding helps customers understand who they can trust and why they should choose one product over another. It also helps them know what to expect when interacting with your brand, which creates consistency in their experience and makes them more likely to recommend you to others.

Identify your competitors.

You should identify your competitors. You need to know what they do, how they do it, and whether or not they are doing it well. If you don’t know who your competitors are, or what they’re doing in relation to the market, then you won’t be able to create an effective branding strategy.

Once you have identified them, consider what they’re doing that is unique and different from your business model. This is where you can leverage ideas from other brands (or businesses) and implement them into your own brand strategy.

For example:

  • If one of your competitors has a website that is highly visually appealing with a lot of images and videos on their site then maybe this could be something for you as well!
  • Another thing would be if one of those same companies has a special discount code available through their newsletter sign-up tab on their homepage; this could also prove useful for any future customers signing up for free offers or discounts via email blasts sent out by third-party companies who work closely with other big retailers across America.”

Apply the same branding strategy to all platforms.

Your brand should be consistent across all platforms. You want to ensure that the same message, tone, and visual identity are represented in each channel. This will help your audience recognize your brand as they move from platform to platform.

The benefit of consistency is simple: It makes life easier for people who use your product or service (and remember, you’re trying to make their lives easier). People are creatures of habit and like things that feel familiar—and they want to stay within their comfort zone. If they see a logo they recognize on their favorite social media platform, it’s likely they’ll choose it over other options when checking out new sites or apps too.

Use the new digital marketing tools to your advantage.

The great thing about the digital age is that there are countless tools at your disposal to help you market your product. For example, content marketing can be used to build a community of loyal customers who will share your brand with their friends and family. SEO (search engine optimization) can improve your search engine rankings so that more people see you when they’re looking for products like yours online. Customer reviews and testimonials are also excellent ways to improve customer satisfaction—and by extension, sales!

You need to start thinking about branding as much more than a logo — it’s the personality, voice, and values of your business that should be reflected in all communications, both online and offline.

Branding is more than just a logo. It’s the personality and values of your business:

  • For small businesses, branding can be an important way to differentiate yourself from competitors.
  • Startups look to branding as a way to set themselves apart from larger companies and gain traction with customers.

Branding can be an effective way to help build recognition among potential customers. However, it’s important for startups and small businesses not only to have strong branding but also to make sure that those brands remain consistent across all platforms including websites, social media accounts, and advertising materials such as brochures or signs posted in storefront windows.


Branding is one of the most important aspects of any business, but it can sometimes be difficult to find a good strategy. With so many different options out there, how do you know which one will work best for your brand? By following this guide and using some simple tips like knowing who the audience is or applying your branding across all channels (online and offline), you’ll be able to create an effective branding strategy that represents who you are as an organization while also attracting new customers. Good luck!

Leave a Reply

Your email address will not be published.

Table of Contents

Ashbi Creative Studio
branding design and digital marketing services