{"id":1336,"date":"2020-11-10T09:30:00","date_gmt":"2020-11-10T09:30:00","guid":{"rendered":"https:\/\/blog.kylas.io\/?p=1336"},"modified":"2024-04-03T11:04:37","modified_gmt":"2024-04-03T05:34:37","slug":"small-business-marketing-building-a-brand","status":"publish","type":"post","link":"https:\/\/kylas.io\/en\/leadership-growth\/small-business-marketing-building-a-brand","title":{"rendered":"How to Build a Brand- A Marketing Guide for Small Businesses"},"content":{"rendered":"\n<p><style>\n@media only screen and (max-width: 700px){\n.img-full-mob{\nwidth:100% !important;\nheight:100% !important;\n}\n}\n<\/style><\/p>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">When building a new brand, we\u2019ve learned from experience it\u2019s best to put in the hard work and long hours beforehand. A lot of companies tend to be so eager to get into sales that they skip the effort that should be put into building the brand first.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">So, before we get into the why and the how of branding &amp; positioning, let\u2019s start by reinforcing that, as a growing business, you need to be patient and persistent in first building your brand. <\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">It will likely take some time, but it&#8217;s essential to get it right to begin with than to come back around to it later.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">Let\u2019s start with the basics.<\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">What do you mean by Branding and Positioning?<\/h2>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">Branding is simply the practice of creating a recognizable identity for your company, helping it to stand out from others and catch the attention of potential customers. <\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">The concept of branding isn\u2019t very complex; it fulfills a fundamental need to distinguish your company\/product\/service from others in the marketplace.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">What makes branding essential today, however, is the sheer volume of companies and products available to consumers. <\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">With the world getting smaller \u2013 thanks to transportation, social media &amp; the internet \u2013 consumers have access to a lot more variety. Predictably, consumers\u2019 position in the driver&#8217;s seat has been firmly cemented. <\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">To get the attention of prospective customers, it\u2019s then essential for you to have a strong identity that they can associate with.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-image has-lightbox\"><figure class=\"aligncenter is-resized\"><img data-src=\"https:\/\/kylas.io\/wp-content\/uploads\/2021\/04\/Branding-Blog-1.png\" alt=\"What do you mean by Branding and Positioning?\" class=\"img-full-mob lazy\" width=\"597\" height=\"448\"><\/figure><\/div>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">To help understand this better, let\u2019s look at some famous consumer brands and their branding &amp; positioning:<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\"><a href=\"https:\/\/www.coca-colacompany.com\/home\" target=\"_blank\" rel=\"noreferrer noopener nofollow\"><u>Coca Cola<\/u><\/a><\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">Red color, fizz, happy people all around the world, community &amp; gatherings. <em>Positioning-<\/em> Brings happiness to people\u2019s lives and be a part of happy moments everywhere.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\"><a href=\"https:\/\/www.nike.com\/in\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\"><u>Nike<\/u><\/a><\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">Black swoosh, \u2018Just do it\u2019 wording, performance &amp; fitness, anyone can be fit.<br><em>Positioning<\/em>&#8211; Expands human potential by creating innovative sportswear and shoes that inspire every person toward a fitter lifestyle.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\"><a href=\"https:\/\/www.dyson.co.uk\/en\" target=\"_blank\" rel=\"noreferrer noopener nofollow\"><u>Dyson<\/u><\/a><\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">Colorful products, iconic rounded font, innovation, forerunners in-home gadgets.<br><em>Positioning-<\/em> Constantly innovates with a simplistic approach to beautiful design. Leagues ahead of the rest in home appliances.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\"><em>Let\u2019s do a quick test<\/em><strong> \u2013<\/strong> blocking the brand&#8217;s name, looking at only the characteristics and positioning mentioned above, and see if you can guess which brand they describe.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">You would get all 3 right! <\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">That\u2019s because these brands have purposefully used these characteristics and positioning over and over again to define their brand and brand experience, setting them apart in customers\u2019 minds.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\"><em>That brings us to an important point-<\/em> Once you decide what your brand elements and positioning will be, you owe it to yourself to be consistent \u2013 unless you drive it home over and over again, customers won\u2019t remember it. <\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">And if your customers don\u2019t remember it, it won\u2019t be effective for your brand.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<hr class=\"wp-block-separator has-css-opacity\"\/>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">What\u2019s the Difference Between \u2018Positioning\u2019 and a \u2018Positioning Statement\u2019?<\/h2>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">To be truly memorable, a brand must be clearly positioned for customers. That is, the experience it wants to create for its customers and the role it wants to play in their lives. <\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">This then forms the basis for not only the brand\u2019s marketing but also its product development \u2013 to be consistent with its positioning is of utmost importance to any brand. <\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">As you may have guessed from this explanation, a brand\u2019s positioning forms the basis of its brand elements, including its colors, <a href=\"https:\/\/www.linkedin.com\/safety\/go?url=https%3A%2F%2Fwww.begindot.com%2Fhow-to-create-a-professional-looking-logo%2F&amp;trk=flagship-messaging-web&amp;messageThreadUrn=urn%3Ali%3AmessagingThread%3A2-M2Q0Y2IyZjctOGZkOS00MTgxLTgyOWEtZTM5NWMyMmViM2YxXzAxMg%3D%3D&amp;lipi=urn%3Ali%3Apage%3Ad_flagship3_messaging%3BoGaDxw6AT26qUj4XloHCVg%3D%3D\" target=\"_blank\" rel=\"noreferrer noopener\"><span style=\"text-decoration: underline;\">logo<\/span><\/a>, and tonality.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">On the other hand, the positioning statement encapsulates the brand positioning and works as a guiding light for all the brand\u2019s employees and stakeholders to help them stay true to it. <\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">It is not, however, meant for the public or used as the brand tagline in any external communication.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<hr class=\"wp-block-separator has-css-opacity\"\/>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">How to Strategize Your Brand\u2019s Positioning<\/h2>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">If positioning your brand means creating its unique identity in the market, then it goes without saying that you must have a complete understanding of the 3 main elements.<\/p>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n\n\n<ul class=\"has-medium-font-size\">\n<li>Your customers<\/li>\n\n\n\n<li>The market\u2013 mainly your competitors<\/li>\n\n\n\n<li>Your product experience<\/li>\n<\/ul>\n\n\n\n<div style=\"height:1px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">Understanding this universe around your product helps create the perfect position for your brand in the minds of your customers. <\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">Let\u2019s take a look at how it\u2019s done:<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" style=\"font-size:22px;line-height:1.6\">Step 1: Create Buyer Personas<\/h3>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">You may have many different types of buyers \u2013 of different ages, backgrounds, locations, and personalities \u2013 and it\u2019s crucial you understand all of them closely. <\/p>\n\n\n\n<p class=\"has-white-color has-text-color\">.<\/p>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">Creating buyer personas for these different kinds of customers helps form a very real view of the people to whom you\u2019re taking your brand.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<hr class=\"wp-block-separator has-css-opacity\"\/>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\"><em>Kylas Pro Tip:<\/em> Don\u2019t just look at factors such as gender, income or family \u2013 put down each buyer persona\u2019s aspirations, problems, and needs to understand them better as people.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<hr class=\"wp-block-separator has-css-opacity\"\/>\n\n\n\n<h3 class=\"wp-block-heading\" style=\"font-size:22px;line-height:1.6\">Step 2: Analyze Competitors<\/h3>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">You\u2019ll get some of the best insights from knowing how your competitors have positioned themselves in the market \u2013 insights on things you should do similarly but more importantly, how to stand apart.<\/p>\n\n\n\n<div style=\"height:1px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">If you don\u2019t know who you\u2019re competing against, there are two easy ways to identify competitors: ask your client-facing sales team and any existing clients! <\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">Small and Growing Businesses needn\u2019t restrict their competitor research to like-sized firms. There is a lot to analyze and learn from well-established enterprise organizations.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">When doing a competitor analysis, compare-<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"is-style-default has-medium-font-size\">\n<li>Product similarity<\/li>\n\n\n\n<li>Target audience traits<\/li>\n\n\n\n<li>Target geographies<\/li>\n\n\n\n<li>Pricing<\/li>\n\n\n\n<li>Value proposition<\/li>\n\n\n\n<li>Differentiators\/unique selling points<\/li>\n<\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<hr class=\"wp-block-separator has-css-opacity\"\/>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" style=\"font-size:22px;line-height:1.6\">Step 3: Identify Your Unique Value Proposition<\/h3>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">This step involves figuring out what niche to carve for your brand. <\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\"><em>What is it that you do differently from your competitors? Is there a marked difference in the product or service or perhaps a different unique selling point? <\/em><\/p>\n\n\n\n<div style=\"height:1px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">If there isn\u2019t, you should consider creating a differentiator or a unique value proposition to set your product experience apart.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<hr class=\"wp-block-separator has-css-opacity\"\/>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" style=\"font-size:22px;line-height:1.6\">Step 4: Claim Your Position<\/h3>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">With insight into your target audience, your competitors, and your unique value proposition, you should now have a clear view of where you want your product to land. A creative angle is what will help you refine your positioning and hit the mark here!<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<hr class=\"wp-block-separator has-css-opacity\"\/>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Positioning Statement Template<\/h2>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">When it comes time to create your positioning statement, feel free to use this template we\u2019ve found works for us-<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<blockquote class=\"wp-block-quote is-style-default\">\n<p>\u201cFor (your target audience), (your company name) offers (products\/services) that (your differentiator\/product experience), so they can (main benefit) with (reason to believe).\u201d<\/p>\n<\/blockquote>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">At <a href=\"https:\/\/www.kylas.io\/\" target=\"_blank\" rel=\"noreferrer noopener\">Kylas<\/a>, for example, our positioning statement is-<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<blockquote class=\"wp-block-quote\">\n<p>For growing businesses everywhere, <a href=\"https:\/\/www.kylas.io\/about-us\">Kylas<\/a> offers an ecosystem of tech products that enable growth so they can scale new heights with expertise.<\/p>\n<\/blockquote>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">You can shorten this or add to it if needed \u2013 there are no hard and fast rules, but the more succinct and clear the better. After all, you\u2019ll share this as a conduct guideline among employees and stakeholders. <\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">A well-crafted positioning statement helps your employees always stay in touch with your brand essence and keeps the sales team&#8217;s motivation up!<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<hr class=\"wp-block-separator has-css-opacity\"\/>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Popularizing Your Brand Positioning<\/h2>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">Coming up with a positioning statement is only at the halfway mark. As we mentioned earlier, consistent positioning is essential for every brand.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\"><em>Think about it-<\/em> All of Coca Cola\u2019s advertisements, marketing material, and experiences are always about being happy together. You must keep putting your brand out via different media, constantly reflecting the exact positioning.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">A few different ways to start putting your brand out there:<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"is-style-checkbox\" style=\"font-size:20px\"><li>Establish a <a href=\"https:\/\/kylas.io\/leadership-growth\/digital-marketing-for-small-businesses\/\" target=\"_blank\" rel=\"noreferrer noopener\">digital presence<\/a> for your brand (read our in-depth guide on that here).<\/li><\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"is-style-checkbox\" style=\"font-size:20px\"><li>Work on employer branding that also reflects your positioning.<\/li><\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"is-style-checkbox\">\n<li>Be a part of events or host events that reflect your unique positioning and help you amplify your brand in some way.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"is-style-checkbox\" style=\"font-size:20px\"><li>Try to have content created about your brand \u2013 user-generated content, customer referrals, customer testimonials \u2013 that reflect that positioning.<\/li><\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"is-style-checkbox\" style=\"font-size:20px\"><li>Run activities that support your positioning \u2013 for example, a socially responsible brand would run community outreach programs.<\/li><\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<hr class=\"wp-block-separator has-css-opacity\"\/>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">How to Plan &amp; Build Your Brand Elements<\/h2>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" style=\"font-size:22px;line-height:1.6\">Your Logo<\/h3>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">When creating a logo, you must ensure it\u2019s versatile, memorable, and timeless. <\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">This will always represent your brand and will usually be the first thing that comes to consumers\u2019 minds \u2013 you don\u2019t want it to look outdated in a few years and you don\u2019t want it to blend into the noise of other brands.<\/p>\n\n\n\n<div style=\"height:5px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">Here are a few types of logos to consider-<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul style=\"font-size:20px\"><li>Typeface\u2013 Logos that simply spell out your name in a memorable font.<\/li><\/ul>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul style=\"font-size:20px\"><li>Monogram\u2013 Based on the initials of your brand, in a particular pattern\/font.<\/li><\/ul>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul style=\"font-size:20px\"><li>Symbol\u2013 Where you use a symbol or picture to represent your brand.<\/li><\/ul>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul style=\"font-size:20px\"><li>Symbol + typeface\u2013 A combination that reinforces your name along with the symbol.<\/li><\/ul>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul style=\"font-size:20px\"><li>Mascots\u2013 Making your mascot, if you have one, part of your logo.<\/li><\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<hr class=\"wp-block-separator has-css-opacity\"\/>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" style=\"font-size:22px;line-height:1.6\">Your Colors<\/h3>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">Each color has a meaning, so your brand colors have much more importance than you might initially believe. It\u2019s best to have a brand design professional helping you, but here are a few guidelines to choosing your brand color-<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul style=\"font-size:20px\"><li>Understand the meaning of all colors.<\/li><\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul style=\"font-size:20px\"><li>Decide what you want your brand to communicate, how you want your customers to feel (in line with your positioning).<\/li><\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul style=\"font-size:20px\"><li>Because it\u2019s always good to know, check out your competitors\u2019 colors.<\/li><\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul style=\"font-size:20px\"><li>Choose a combination of colors that contrast each other on the color wheel and communicate your proposition.<\/li><\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<hr class=\"wp-block-separator has-css-opacity\"\/>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" style=\"font-size:22px;line-height:1.6\">Your Typeface<\/h3>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">One of the most subtle yet powerful elements of your brand, your font can make all the difference to its memorability. Pick the right font and it may not stand out to customers but will imprint itself on their minds\u2026pick the wrong font and it will stick out like a sore thumb, leaving a bad first impression.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">How to choose the right font for your brand:<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"is-style-default\" style=\"font-size:20px\"><li>Pick up your communication essence from when you work on your logo.<\/li><\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"is-style-default\" style=\"font-size:20px\"><li>Choose the type of font that will go with it \u2013 sans serif for a minimalist, simplistic or modern experience and serif for a more traditional, classic or elaborate feel. Script fonts have also been a hit in recent times, as they offer a more authentic, writing-like feel to the brand.<\/li><\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"is-style-default\" style=\"font-size:20px\"><li>Now choose one font for your logo and one for your all your copy (you can either choose two completely different fonts that complement each other or two versions of the same font).<\/li><\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"is-style-default\" style=\"font-size:20px\"><li>Make sure the fonts you choose are legible and go well with your brand experience.<\/li><\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<hr class=\"wp-block-separator has-css-opacity\"\/>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" style=\"font-size:22px;line-height:1.6\">Brand Tonality<\/h3>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">Much like other brand elements, the crux of your brand tonality is the communication or experience you want to put out there. <\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">Your brand tonality is important to create that consistency we spoke about earlier \u2013 if you want customers to relate to you, to rely on you, you need to have a consistent tonality that helps them create an identity of you in their minds.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">Creating your brand tonality-<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"is-style-default\" style=\"font-size:20px\"><li>Start with the brand experience you want to create (what you want your brand to communicate, how you want your customers to feel).<\/li><\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"is-style-default\" style=\"font-size:20px\"><li>Give your brand a personality\u2013 write it up, it helps!<\/li><\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"is-style-default\" style=\"font-size:20px\"><li>Write down the kind of words your brand would use if it were a person, the kind of sentence structure it would use. A lot of this is down to your company\u2013 would the tone be formal? Would it be casual, perhaps downright millennial?<\/li><\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"is-style-default\" style=\"font-size:20px\"><li>Create a style guide that you can circulate internally, outlining this tonality and dos &amp; don\u2019ts in terms of words to use.<\/li><\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<hr class=\"wp-block-separator has-css-opacity\"\/>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" style=\"font-size:22px;line-height:1.6\">Brand Templates<\/h3>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">Since consistency is key to successful branding, you need to be consistent with visual imagery. In the digital world, this is easily achieved by brand design templates \u2013 a quick, ideal solution for small businesses. <\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">Work with a graphic designer to create a range of templates that you can use for social media, advertisements, and landing pages, so all you need to do is choose the right template, input the copy and imagery and you\u2019re done!<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">Things to keep in mind:<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"is-style-default\" style=\"font-size:20px\"><li><strong>Templates need not be boring-<\/strong> Make smart use of color and placement for interesting designs that reflect your brand experience (the same one you\u2019ve considered for the logo, typeface and tonality).<\/li><\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"is-style-default\" style=\"font-size:20px\"><li><strong>Do not be repetitive-<\/strong> Create multiple ones with elements that you can add and remove at will, so you don\u2019t end up looking like a cookie-cutter brand.<\/li><\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"is-style-default\" style=\"font-size:20px\"><li><strong>Refresh your templates every few months-<\/strong> You want to avoid looking like an outdated brand, which means you need to keep updating your templates to keep up with design trends. One way is to re-look at your templates every quarter with a design professional.<\/li><\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<hr class=\"wp-block-separator has-css-opacity\"\/>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">And that closes our comprehensive guide on building a brand- planning your branding, positioning, and also the brand elements! <\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">As we said at the start, it takes considerable time and effort (and consistency!) but the results will most definitely pay off in the long run. Think of it as an investment with compound returns.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">If you have any questions at all, feel free to drop a comment below!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>When building a new brand, we\u2019ve learned from experience it\u2019s best to put in the hard work and long hours beforehand. A lot of companies tend to be so eager to get into sales that they skip the effort that should be put into building the brand first. So, before we get into the why &hellip; <\/p>\n<p class=\"link-more\"><a href=\"https:\/\/kylas.io\/en\/leadership-growth\/small-business-marketing-building-a-brand\" class=\"more-link\">Continue reading<span class=\"screen-reader-text\"> &#8220;How to Build a Brand- A Marketing Guide for Small Businesses&#8221;<\/span><\/a><\/p>\n","protected":false},"author":23,"featured_media":1393,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"ub_ctt_via":"","footnotes":""},"categories":[16,40],"tags":[44,45,46,47],"acf":[],"featured_image_src":null,"author_info":{"display_name":"Shagun Sharma","author_link":"https:\/\/kylas.io\/en\/author\/shagun"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>A Comprehensive Marketing Guide: Building Your Brand 2024<\/title>\n<meta name=\"description\" content=\"Learn how building a brand is done to carve a niche for your Small Business. Here, we explore the basics of branding and marketing.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/kylas.io\/leadership-growth\/small-business-marketing-building-a-brand\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"A Comprehensive Marketing Guide: Building Your Brand 2024\" \/>\n<meta property=\"og:description\" content=\"Learn how building a brand is done to carve a niche for your Small Business. 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