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The 4 Essentials of Successful Branding

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how small businesses compete with brand message

The swoosh. An apple. A giant golden “M”. Chances are each of these immediately brings a brand to mind. Yet good branding goes way beyond the icon of the logo. It is the style, the personality and the ethos of your business. It is what makes you stand out from the crowd. Nail it, and people will be more likely to remember who you are and what you do. Get it wrong, and you will fade into the noise of the modern commercial world.

Although it can seem like an intangible part of your business, your brand can be broken down into four essential elements:

1. Pitch

Every business needs a pitch. Your pitch is the source of your business personality. It should be clear and confident and strike up a connection with your audience in a few sparse words. Whether you are using it to entice investors or customers, these phrases should instantly convey the spark behind your brand.

How would you sum up your business in a nutshell? Consider what makes you unique, what you offer your customers and the driving principles behind your business.

If you can define your story in just a few words or sentences, then you are on your way to creating a strong brand. This article is brilliant for a step-by-step process for creating a concise and versatile 100-200-word pitch for your business: So, What Do You Do? How to Craft the Perfect Pitch.

2. Voice

Beyond the carefully selected wording of your pitch, there is a whole world of copy that will need to be written for and about your business. From web pages to product descriptions to social media posts, it is vital to make sure all communications are created using a well-defined personality that will keep the tone and language consistent.

Without a clear “voice” to use, a copy is subject to change, reflecting each writer’s various personalities and moods. Defining a tone of voice for your brand designed to resonate with your target audience will keep all copy authentic, regardless of when or where it is used or who writes it. Consistency will give your voice strength.

3. Logo Design

Think of your pitch as how your brand introduces itself and your voice as the following conversation. Your logo design is the visual representation of the two and is often the most memorable aspect of your brand. It should complement and strengthen your branding, creating a firm and instant impression of your business.

A good logo design has several key components, one of which is colour. There are well-established guidelines for which colours to use in a logo, with blue generally invoking a sense of trust, purple conveying imagination and creativity, and orange reflecting an almost whimsical playfulness.

Choose your logo carefully and ensure it fits the purpose and is well-designed.

For more information on ensuring your logo effectively represents the recipient, check out this article: The 4 Fundamentals of a Good Logo Design.

4. Be the Expert

Once you have defined your brand’s story, look, and personality, it is time to bring it all to life. The key to doing this well is to stay focused. Build an authentic presence in your niche by establishing authority and being a consistent and confident player.

Consider your audience’s demographics to offer them advice, products, or services that address their needs and relate to their problems.

Branding requires ongoing curation and sometimes evolution as your target audience and business offerings change. But if you lay your foundations right, you will have a core brand philosophy and image to build on as your business develops.