A brief, informative guide to defining a brand identity for your small business

brand identity

Whether you’re a landscaper, a baker or a soy candle maker one of the most important advantages you can have as a small business owner is a thoroughly defined brand identity. Not only is establishing your brand an essential exercise for new business owners, it’s also beneficial for existing businesses as well. Taking an introspective look at an existing business can facilitate a business-saving redefinition that takes a business from back-of-the-pack to top-of-mind.

Logo Vs. Brand Identity

Oftentimes people use the terms logo and brand identity interchangeably. However, these concepts are not one and the same. While your logo may act as a visual representation of your brand identity, this is only a small piece of your brand’s definition. A brand identity is the personification of what your brand stands for, what it can deliver, and what sets it apart from the competition.

Defining Your Brand

The path to brand definition requires a detailed consideration of your brand’s persona, offerings, point of differentiation, and big picture objective. As you embark upon this crucial step in your entrepreneurial journey be sure to make both internal and external researching your top priority. Take time to tease out kernels of insight about your business on its own and in relation to the rest of the marketplace. This insight will allow you to establish a tangible, high-value unique selling proposition that translates into a well-defined brand identity.

Small Business Marketing

Once you’ve defined your brand, the next step is to showcase it! Develop a memorable logo, design packaging, and create marketing and communications materials that work together to communicate what your small business is all about.

Remember, when it comes to communicating your brand visually, it isn’t just the contents of your messaging that matters, but also how it’s delivered. That’s why it pays to choose top quality labels, cards and other products for your brand building and merchandising needs.

Avery offers a comprehensive line of products specifically designed to help build small businesses just like yours! Create and print a wide selection of branding and marketing materials on your own or work with Avery WePrint for high-quality, professionally printed labels, cards and other business essentials.

Get inspired! Let Avery.ca help you create, organize, plan, and get down to business with innovative ideas, hundreds of free templates, a wide selection of products and high-quality printing services.