A guide to building a positive brand for your small business

By Rayanne Morriss

An essential part of marketing your small business is to build a brand that customers can rally behind. Your brand can also serve as a way for you to create consistent marketing messages that will help you attract new consumers. Before consumers can associate your business with a particular philosophy or a set of values, you will first have to establish your brand online.

Build the right website and use it

Your next step should be to build and publish your company’s website. If you’re not skilled in web design, this is another process that may require professional help. In addition to making sure your site is useful and informative about your brand, it should include a blog. By publishing SEO-friendly content in your blog on a regular basis, your web pages will appear at the top of more relevant search results. While this will drive more traffic to your site, it will also establish your brand as an authority in your field. More users will click on your blog links when they need information about your industry. As your click-through rates increase, web crawlers will also begin to recognize your site as an authoritative source. That will lead to your site ranking higher more consistently over time.

Start with a unique logo

Your first step will be to create a logo that will help consumers recognize your brand and your marketing campaigns. This should be an image that’s attractive and sends some message about your business. If you’re not talented in graphic design, you should work with a branding agency in Austin or your particular locale. They can help you bring your ideas to life, using the imagery and colors that you want used in your logo’s design. Once it’s complete, you can use your logo on internal documents, product packaging, marketing materials, and any other content you create for your brand. As consumers see your brand’s logo in more places, they will begin associating your logo with your business. That’s a crucial first step in branding your company, and your future actions will reinforce that connection.

Maintain an active social media presence

Building a positive brand for your small business also requires maintaining an active social media presence. Once there’s an extended lapse between posts, consumers will begin to forget about your business, and you’ll have to start from scratch with your brand-building efforts. Each time you publish to your website’s blog, post the link in a social media post. Be sure to add a captivating caption and use hashtags with relevant keywords to reach more users. Any promotions you sponsor to help give your brand a boost should be advertised on your social media pages. This is where you can establish and maintain connections with your customers.

Don’t discount print marketing

While digital marketing is a highly effective tool in branding your business, it’s not the only resource available to you. Especially if you own a brick and mortar business location, print media can be highly useful in raising brand awareness. You can print out vinyl banners to help bring more attention to your business. You can also try handing out informational brochures for your business as you attend conventions, conferences, and other public events. Look for other ways to use print media to market your business to consumers in your geographic area.

Encourage consumer involvement

You should also try to connect with consumers online and in your store to help encourage consumer loyalty and interaction. This might include asking customers to sign up for a weekly or monthly email newsletter. You should also interact with social media users who comment or share your posts. Even a simple like can be enough to encourage future involvement. If a customer messages you with a complaint, try to resolve their problem. You can also increase interactions with consumers by hosting contests or giveaways. Offer a free gift to customers upon their next purchase from your business to decrease customer churn. Any steps you take to give something back to your customers will help you enhance the positive reputation of your brand.


If you follow these steps consistently, you will grow brand recognition for your business over time. Some businesses find it easier than others to establish their brand, but any business can do it. Your success will depend on your persistence and your willingness to try new marketing tools in promoting your brand.


Rayanne Morriss is currently working towards her BA from Oregon State University. She loves to write, read, travel, and paint. She enjoys finding new coffee shops with friends and expanding her cooking skills with her husband.

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