Brand Creation for the Small Business Owner

Dec 2, 2021

IBA, as the premier business brokerage firm in the Pacific Northwest, is firmly established as a respected professional service firm in the legal, accounting, banking, mergers & acquisitions, real estate, and financial planning communities.  Periodically, we will post guest blogs from professionals with knowledge to share for the good of owners of privately held companies & family owned businesses.  The following blog has been provided by Vivek Mukherjee of Inspired Expartriots (

Brand Creation for the Small Business Owner

Developing your brand is crucial if you’re a small business owner. It’ll help you connect with your audience, increase sales, and so much more. If you want to ensure that your branding is on point, here’s what you need to know:

What Is Branding?

Branding involves developing your company’s identity. Along with aesthetics, like choosing a color palette, you need to select a memorable company name. Together, those serve as the foundation of your branding.

However, you also need to dig deeper and define your company’s personality. By establishing a clear brand voice, you elevate the customer experience. Consumers begin to know what to expect from your business because the tone, positioning, and perspective remain consistent. As a result, a sense of familiarity develops, allowing customers to attach strongly to your business.

Effective branding intentionally cultivates emotional connections between consumers and companies. How a customer feels about an interaction influences their overall perception. By being strategic about your branding efforts, you can choose the emotions they’ll experience, giving you a degree of control over those perceptions.

Tapping Into Your Target Market

When you develop your company brand, you need to keep your target market in mind. Their expectations may define the direction you need to go. Additionally, by learning about their pain points, preferences, and needs, you can create a degree of alignment between your company and what they’re after, increasing interest in your products and services.

Defining your target market means understanding who they are and what they want. You’ll need to factor in how strongly they desire the product or service, where they live, how they’ll look for your project, how old they are, and other demographics. That way, you can get a holistic picture of your ideal customer.

Once you have your target market defined, you’ll want to focus your branding efforts on them. Creating a visual identity and brand voice that appeals to those individuals increases the odds that they’ll connect and, ultimately, make a purchase.

After establishing your brand, you need to meet your target market’s expectations. Act in a consistent manner to craft feelings of familiarity. As you do, your brand strengthens, making it more effective as boosting customer loyalty.

Branding Projects: Which to DIY (Do It Yourself) and When to Hire

Branding is usually an active process. As a result, you’ll need to take on various projects to establish your visual identity, brand voice, and more.

Whether you should DIY a project or hire a pro usually depends on the nature of the work and the level of impact it has on your branding. Some projects are simpler than others to take on, even if you aren’t an expert, while others can be challenging, so you need to factor that into the equation.

Additionally, whether a project is a one-off or an ongoing need could play a role. That determines how much it impacts your long-term workload, so you’ll want to consider that.

While many small business owners assume they’ll need a graphic designer to tackle their logo, that isn’t necessarily the case. Instead, you can use the DIY approach by taking advantage of design logo online free apps. There, you can create an appealing design by choosing a style, picking an icon, adding text, and customizing the results to align with your brand.

Since social media can play a big role in your branding efforts, getting assistance from a professional may be a better fit. Look into social media management services that can handle your accounts through job boards. Once there, check experience, cost, and reviews to see who’s the best fit.

IBA, the Pacific Northwest’s premier business brokerage firm since 1975, is available as an information resource to the media, business brokerage, mergers & acquisitions, and real estate communities on subjects relevant to the purchase & sale of privately held companies and family owned businesses.  IBA is recognized as one of the best business brokerage firms in the nation based on its long track record of successfully negotiating “win-win” business sale transactions in environments of full disclosure employing “best practices”.