Branding is vital distinguisher between you and your competition. Why? Businesses with strong brand messages are more likely to attract consumers. If you’ve ever admired a brand and thought, “They make it look so easy!” You can do the same for your small business. 

If you are ready to build your brand identity, keep reading for branding strategies that can set your business apart. 

Five Branding Strategies To Set Your Business Apart

Now, businesses are more accessible. This is great for the consumer, but as a business owner, you have heightened competition. Not to worry, though, because we are here to help you level up and stand out from the crowd with five branding strategies to give your business a competitive advantage.

1. Branding first, marketing second
2. Have a strong aesthetic
3. Be authentic
4. Create a community
5. Listen to your audience and stay flexible

1. Branding First, Marketing Second 

Branding and marketing exist in the same space but are not the same. Your brand is the heart of your business — why it exists in the first place. 

When creating your brand, consider your small business and ask yourself:

• Who are you?
• What do you want to be known for?
• What customer do you want to serve?
• Why do you want to help that customer?
• How do you plan to make an impact on your customers?

Before starting any marketing, you must know the answers to these questions. If you don’t know the answers to these questions, neither will your customers. Customers want connection.

People love stories; they connect to stories. Tell your business’s story through your brand name and brand image, so customers know who you are. 

2. Have a Strong Aesthetic

Aesthetics have to do with the image of your brand. The outer appearance of your brand should match its voice, message, and mission. When you are ready to market your brand, the aesthetic is what customers will see and the mental picture they will associate with your business.

With brand aesthetic, you establish:

• Mood
• Tone
• Style

This contributes to the idea that customers understand what to expect from you.

For example, let’s say you own a wellness center, and your goal is to provide customers with a relaxing space where they can experience healing. In this case, use colors that evoke peace.

Think about Apple. They have nealry unrivaled brand awareness and brand positioning, in large part because of their aesthetic differentiation. In Apple’s marketing efforts, for every new product, they use a calming color palette, sleek packaging, and minimalist design. This communicates their core values to their target audience: Apple products are comfortable, easy to use, and effective.

Your aesthetic should match your ideals. A tremendous way to do whatever you want to communicate to customers is through aesthetics. Do not underestimate the power of appearance. 

3. Be Authentic

In an age where consumers are inundated with information, they just want what’s real. Authenticity means being genuine. It means saying what you mean and doing what you say.

When building an authentic type of branding, remember these three keys:

• Be transparent: Customers want honesty. They want you to be upfront. Whether it’s your message or how you construct consumer experience, people always want to be clued to the truth.
• Be consistent. When you know your brand to its core, it’s easier to be consistent. Rule #1: Branding First, Marketing Second is essential. When you have a direction, you can follow it. Customers want companies who walk the walk, so follow the path you’ve created for your business. 
• Be engaged. Customers who feel like they have a relationship with your brand are more likely to be loyal. This means that you need to listen to your customers. Develop a feedback process to stay on top of your customer's opinions and adjust accordingly. 

4. Create a Community 

Community matters whether your small business is a one-person show or a 1,500-person organization. Keep in mind that community is not just your consumer and not just your employees — it’s everything. 

Employees want to feel safe at work. As a leader, it is up to you to create a positive work environment for your team. If you do, it will promote employee retention and morale. 

In addition, customers want to give their business to companies that treat their employees well. How customers see your business is vital to your overall brand perception. If customers know you treat your employees well, they are more likely to trust your company and give their business to it.

Creating a positive community for your employees and customers is essential to creating a solid brand.

5. Listen to Your Audience and Stay Flexible

Flexibility means you easily adapt to circumstances. Remember that being flexible is not the same as being wishy-washy. Flexibility shows that you are listening to your consumer and making necessary changes. 

Imagine you run an online women’s clothing business. Your brand message is that your business aims to serve your community by making women feel confident, understood, and included. 

You have received many messages from women highlighting that your brand promises inclusivity, yet you do not carry sizes larger than an XL. This excludes the entire plus-size demographic.

Flexibility means being open to feedback. It means adapting to keep your promise of inclusivity. 

Flexibility shows your consumers that you listen to them and care enough to make change happen.

Branding vs. Marketing: What’s The Difference?

While these terms exist in the same space, they aren’t the same thing. Let’s distinguish between branding and marketing.

What Is Branding?

Think of branding as your business’s essence. It’s the promise you are making to your customer. 

• It’s the heart of your business. 
• It’s the personality of your business. 
• It’s the values of your business. 

Successful branding is what sets your business apart from the rest. One way brands communicate this is through their mission statement. 

Consider your favorite company and ask yourself:

• Why do you like them?
• What is their message?
• What makes you feel connected?
• How do they keep their promise to you?

If you can answer those questions quickly, that business has a strong brand. 

What Is Marketing?

Marketing is how you position and promote your business to potential customers. It’s the strategy you take to reach your customers, and brand recognition is important. It’s taking that business essence and attracting consumers with it. 

Typical digital marketing strategies include:

• Social media
• Search engine optimization (SEO)
• Email marketing
• Link building
• Commercials

Consider your favorite company again and ask yourself:

• When was the last time they reached out to you?
• How did they reach you?
• Did you purchase anything?
• What made you decide to buy?

If you can answer those questions, you’ve uncovered a little insight into that company’s marketing strategy.

The Takeaway

Whether you’re in the phase of writing your business plan or taking a closer look at your established business, branding matters, and remember that your brand is the heart of your business and your promise to your customer. 

To set your business apart, you need:

1. Branding First, Marketing Second
2. Strong Aesthetic
3. Authenticity 
4. Community
5. Flexibility

Now that you have the tools apply them. If you don’t have a brand yet, use those five strategies to help you build it up. If you already have a business, examine your brand through the lens of these strategies. It’s never too late to make edits (just like it says in Rule #5). 

Build your brand, stick to it, and the rest will follow. 

If you want some help building your brand, Hoist has your back. Check our website for more information about how we can support your branding and marketing needs. 

Sources:

The Colors Of Branding ⎸ Forbes

Reminder: Customers Care How You Treat Your Employees ⎸ Harvard Business Review

TIME100 Most Influential Companies 2022 | TIME