1. Know yourself.


  • Be 100% clear on how you define yourself.

If you haven’t done so already in your business/marketing plan, identify the core values of your business. The words you use to describe yourself are the building blocks of your brand. They should direct everything; your name, character, voice, image.


  • KISS – Keep It Simple Sunshine.

You want your core values to come through in all aspects of your business (image, work, interaction), so do not overcomplicate things.


  • Be sure that your team share these values.

In a small business, there is no room for inconsistencies. If someone is sailing their own ship it will be obvious.


2. Know your competitors.


  • Be conscious of the selling points of your competitors.

This will help you develop your own niche identity. The beauty of being a small business is the opportunity to be original, authentic and personal. Sell your strengths.


  • Be consistent.

Don’t feel pressured to follow in the steps of your competitors. Your own values should guide your branding. This will allow you to become recognisable.


3. Know your audience.


  • Build a customer profile.

The customer should be at the forefront of all branding decisions. Creating a template including the goals, desires and needs of your ideal customer will help you devise how to present yourself.


  • Consider how your audience will experience your brand.

Understand how your customers want to interact with brands and deliver accordingly. Find the media they best connect with and the tone they respond to.

By Angharad Edwards