What is branding? Advice for your small business

What is branding?

Branding is essentially the aspects of your business that make up your reputation and recognisability.

It is the process of creating a unique name, design, and image that differentiates your service, or business from others in the market. It covers all the elements that contribute to how your business is perceived by your target audience.

This includes visual identity, messaging, values, and customer experience.

The ultimate goal of it is to establish a strong and memorable presence in the minds of consumers, leading to increased awareness of your business, loyalty, and ultimately, revenue.

How should a sole trader create their branding? What are the priorities?

  1. As a sole trader, creating your brand is important for establishing credibility, building recognition, and attracting customers.
  2. Define your target audience: Identify who your ideal customer is and what they value, so you can tailor your brand to appeal to them.
  3. Develop a unique value proposition: Clearly articulate what sets you apart from competitors and why customers should choose you.
  4. Create a memorable visual identity: Develop a logo, colour palette, and other visual elements that are distinct, professional, and consistent across all your marketing materials.
  5. Craft a clear and compelling message: Develop a tagline or mission statement that communicates what you do and why it matters to your customers.
  6. Build an online presence: Establish a website and social media profiles that are visually appealing, easy to navigate, and provide relevant and helpful information to your readers.
  7. Deliver excellent customer service: Ensure that every interaction with customers reflects the values and personality of your brand (you) and that your customers are satisfied with the service you provide.

Remember that creating a brand is an ongoing process that requires regular refinement. It’s important to assess your efforts from time to time and adjust as needed.

Ensure that your business continues to stand out and appeal to your target audience.

What are the mistakes you as a small business could commonly make when creating your branding?

Small businesses often make common mistakes that can hinder growth and success. Here are some of the most common ones:

  • Failing to define a target audience: Without a clear understanding of who your ideal customer is, it’s difficult to create branding that appeals to them (yes it’s so important I have listed it a second time).
  • Trying to appeal to everyone: It’s impossible to be all things to all people, so it’s important to focus on a specific target audience and create branding that resonates with them.
  • Not being consistent: Inconsistency can confuse customers and dilute your brand’s message. It’s important to use the same logo, colours, and messaging across all marketing channels.
  • Ignoring the competition: Understanding what your competitors are doing can help you differentiate your business and create branding that stands out.
  • Focusing too much on the visual identity: While a strong visual identity is important, it’s only one part of your branding. It’s equally important to develop a clear message and value proposition that sets you apart from the competition.
  • Neglecting to deliver on brand promises: Your brand should reflect the values and personality of your business, and you should be able to deliver on the promises you make to customers. If you fail to do so, your branding will ring hollow and lose its impact.

Avoiding these common branding mistakes can help your small business create a strong and memorable brand that resonates with customers and drives your good reputation.

The pros and cons of paying someone to do your branding:

Paying someone to do your branding can be beneficial, but it also has its drawbacks. Here are some pros and cons to consider:


  • Professional expertise: Branding experts have the knowledge and experience to develop a comprehensive brand strategy that aligns with your business goals and resonates with your target audience.
  • Time-saving: Creating a strong brand could be time-consuming and complex, but outsourcing the work can free up time for you to focus on other aspects of your business.
  • Consistency: Branding experts can ensure that all branding elements are consistent, including messaging, visual identity, and customer experience.
  • Fresh perspective: Outside branding experts can provide a fresh perspective on your business and help you see it in a new light, identifying strengths and weaknesses that you may have overlooked.


  • Cost: Hiring a branding expert could be expensive, and may not be feasible for small businesses with limited budgets.
  • Lack of personalisation: When outsourcing branding, you may not have as much control over the creative process or the final product, and the branding may not feel as personal or authentic.
  • Communication difficulties: If the branding expert does not understand your business or target audience, there may be miscommunications or misunderstandings that can lead to a less effective brand.
  • Dependence: Once you outsource your branding, you may become dependent on the branding expert for future updates or changes, which can be costly and time-consuming.

Ultimately, the decision to outsource your branding will depend on your budget, expertise, and overall goals. It’s important to carefully weigh the pros and cons before making a decision and to choose a branding expert who has a good track record and who you feel comfortable working with.

If you would like a free one-hour consultation on your branding or any other aspect of your small business you can book one here (It is absolutely not a sales call).  These one-hour discovery sessions are for us both to discover the following:

  • Am I right for you and your business?

  • Are you right for me?  Do we click?  Will we work well together?

  • Is it within your budget or are there other options for you?

  • What time will you need to put aside and how to fit it into your busy schedule?

  • To give you the information you need to make an informed decision on working with me.

  • You may get exactly what you need just from that one session. If so, fab!

Book your place here:  https://bit.ly/spinbooking


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