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12 Branding Fundamentals Vital To The Success Of A New Business

By News Creatives Authors , in Small Business , at November 10, 2021

No matter what industry you’re in, the success of a new business relies heavily on branding. From your values and image to your expertise and authority, your brand tells the story of your business in a way that grabs the attention of your ideal customers and clients.

There are several aspects of a brand that every business should include to make the biggest impact. Here, 12 members of Forbes Business Council discuss which branding fundamentals are vital to the success of a new business and why they’re so important.

1. Ensure Messaging Mirrors Your Actions

In branding, I think it’s all about what you do each day. It’s everything from the small interactions out in the community to the message you put on your website. The messaging across your team needs to be consistent and your actions need to mirror that. In a new business, it’s all about getting your name out there consistently and often in a way people come to recognize and trust you and what you do. – James Traylor, Upstate Special Needs Planning

2. Know What You Do The Best And Deliver

Focus on the quality of your product or the service you deliver. You can’t outsell or outmarket a bad reputation for not having high-quality standards. Know what you do the best, brand that and then deliver. – Gina Boedeker, The Boedeker Group


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3. Evolve Your Brand Continually At The Right Pace

You have to continually evolve your brand at the right pace. As my company grew and our product became established as the market leader in LinkedIn automation solutions, we rebranded our visual identity in the product and across our logo, website and social media. Feedback has been really positive and it has helped with our customer acquisition rates too. – Will van der Sanden, Dux-Soup

4. Combine Expertise With Great Customer Experience

In the business-to-business world, it is your expertise or knowledge followed by a great customer experience that’s key. In other words, how can you solve my business problems or help me find new opportunities and then deliver a great customer engagement with measurable results? – Denise Sangster, Global Touch, Inc.

5. Build Around A Clear Utilitarian Brand Promise

Create a clear and utilitarian brand promise first and build around that. Then deliver on that brand promise. Just buzzwords, fancy colors or even consistent messaging means nothing. Marketers often forget the forest for the trees. If your marketer or team does not focus on the brand promise and elucidate it in the brand experience and messaging, then your branding means nothing to your customers. – Pradeep Aradhya, Novus Laurus

6. Have A Clear CTA And Identifying Messaging

A professional website is a required branding tool. It may be obvious but millions of businesses don’t have a website, and many don’t have a functional one. As our collective reliance on the internet has increased, our patience has decreased. A website must have a clear call to action (CTA), messaging that quickly identifies your business’s service or product and your brand’s competitive advantage. – Noah Grayson, South End Capital

7. Create Fresh Content To Develop A Voice

Have a voice. Your brand is more than a logo and a pretty website. It’s an opportunity to communicate with potential customers, partners and employees what your vision is as a company and what your product stands for. The best way to develop a voice is by creating fresh, original content—the format is up to you. – Eze Vidra, Remagine Ventures

8. Position Yourself As A Guide To Solve A Problem

Authenticity is key. People like to buy from those they know, like and trust. If you position yourself as the guide who can help them solve their problem, then they are more likely to engage with your brand. – Melissa Johnson, webuyhousessanantoniotx.com

9. Send Out Clear And Consistent Messaging

Consistency is essential. For a new business owner, selecting a clear path for branding is often difficult, let alone ensuring that the branding is sending clear and consistent messages to consumers. I would encourage entrepreneurs to spend time thinking about the story that they want to tell through their business. Then, make sure that everything that gets out to the public is a representation of that story. – Portia James, Behavior Genius

10. Market How Your Product Or Service Is Unique

When you’re talking about a new business it’s imperative that you build out branding surrounding why your business is different. Everyone likes nice stories and pretty pictures, but longevity and sustainability lie in providing a service or product that leaves others wanting more. Market how your product or service is unique, proprietary and provides a value add over competitors to capture market share. – Alex Argianas, Arginias & Associates

11. Tell Stories That People Can Connect With

People love brands that tell stories that they connect with emotionally. If you don’t weave storytelling into your brand, you are missing a huge opportunity to inspire, impact and engage your customers. Don’t just give information about the features and benefits of your brand offering,  tell stories about them instead. – Kerry Siggins, StoneAge

12. Build On A Foundation Of Authenticity

Branding speaks to what others say about your firm when you are in the room. It is what your company is known for. The authenticity of leadership interwoven into the actions by the firm should be the foundation a new business builds on. Empathy in engagement will matter and the brand would be wise to utilize these traits to formulate a path forward so that when advertising is done it matches. – Paul L. Gunn, KUOG Corporation

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