When it comes to the success of your company, the branding decisions you make are vital.  Many businesses make the mistake of dismissing image building as a waste of time or a needless expense, but this aspect of planning can actually mean the difference between success and failure. We understand that a proper branding campaign will cost and you shouldn’t try to do it on the cheap. There are certain ways to release funds for this purpose, such as refinancing student loans or property. Refinancing your student loans will leave you with one consolidated loan with a new payment schedule and interest rate. You may even save money, as the interest rates are normally lower. Whatever way you get access to funding, the investment you make in your branding will pay its dividends. So how do you start branding your small business? In this article, we’ll cover some top tips to cement your company’s identity, making it immediately recognizable.

Logo Design

Every company needs a logo, no matter how complex or simple. If your brand name is longer, consider using an unfussy image or icon alongside it that is easy to remember. If it’s short and concise, you might simply present it in a certain eye-catching font. Try to make sure that your logo can be easily seen and recognized when presented in postage stamp size and held at arm’s length. You should also take care that it can’t be mistaken for another brand’s imagery and that the font you use doesn’t have connotations of the wrong industry. It’s definitely worth spending a little money on professional logo design. This practice is both an art and a science and always benefits from an expert touch.


Most companies restrict the palettes of their logos, web design and stationery to just two or three basic colors and then repeat those brand-wide. Try to restrict your use of color to just a few hues to make sure your look is cohesive and can be easily ingrained into a customer’s memory.

Download Branding Resources Guide

Building a brand starts by having the right tools and advice. Download our top 10 essential tools and resources to kick-start your branding.

Tone of Voice

Think about your audience. Consider how they might speak and how they would like to be spoken to. This will help you to decide on your brand’s tone of voice. To some degree, this will be dictated by the industry you serve. The tech, medical, and law sectors tend to use language that inspires trust and displays a level of authority. The fashion and entertainment industries have a little more flexibility, enabling them to use fun, quirky terminology if required. You should also consider the level of product or service knowledge held by your average user. In most cases, it’s best to stick to layman’s terms, keeping things simple without over-explaining or condescending. Try to think of a range of preferred words and pieces of terminology for your brand and consider banning certain phrases if they give the wrong impression. Be careful to double check all spelling and grammar to ensure an air of professionalism.

Product Range or Service Specification

The best brands specialize in just a few areas and do it extremely well. Try to limit your offerings to just a few recognizable products or services, as this tends to give a greater impression of quality and expertise and will help to make sure what you offer is instantly recognizable.

Posted by Steven

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