For small business owners, having a strong and long-lasting brand can make all the difference. Your brand can help prospective clients form an emotional connection with you and with your work. Your brand can work on behalf of your business — and your brand can serve as a roadmap for the direction you take in your business as a whole.
If you’ve found yourself feeling as though your current brand and web design don’t accurately communicate your value or your expertise, or that you’re missing that little-something-extra that makes your favorite businesses and brands stand out — it could be time to explore how to create a purpose-driven, professional, and long-lasting brand for your small business. Today, we’re sharing 3 steps to a long-lasting brand!
3 Steps to a Long-Lasting Brand
We think of your brand as the visual foundation from which your business can establish and grow. With a comprehensive brand design — a primary logo design, secondary logo designs, pattern designs, color palette, and font styles — you can carry each detail of your brand throughout every area of your small business, from your website design and social media profiles to your marketing materials and beyond.
So, what does it take to create a long-lasting brand? To better ensure your brand captures and communicates your expertise and value? To better ensure your brand is recognized and to better ensure your brand stands the test of time? Here are 3 steps:
- Create a brand rooted in your unique purpose, vision, and goals. When we lead our clients through the brand design process, we emphasize that brand design isn’t as much about you and your preferences as it is about the purpose and vision behind your business — about connecting with your prospective customers and clients and creating a foundation for future growth. While your brand should showcase the quality and value of your products and services — it should also be rooted in connection. This can only happen when we, as business owners, are willing to let go of our own specific preferences — when we’re willing to look past the brands we admire — and embrace a one-of-a-kind brand for our own businesses. Through the brand design process at With Grace and Gold, we ask for our clients to share their business goals with us — to share who they’re hoping to reach and serve through their small business. When your brand is rooted in your unique purpose, vision, and goals — it will not only be a one-of-a-kind brand, but it will also be designed to stand the test of time.
- Carry your brand throughout every area of your small business. As part of our brand design process at With Grace and Gold, we provide our clients with a Brand Manual — a PDF guide which shares how to carry their brand throughout every area of their small business — such as their social media profiles, marketing materials, and more. Often times, the mark of a strong brand is the brand’s consistency from one platform to another. When we think about a strong brand we admire, like Studio McGee, their overall aesthetic, brand design, color palette, and font styles are cohesive from their web design to their Instagram stories. This consistency helps to establish credibility and build brand recognition. When you carry your brand throughout every area of your small business, you can better ensure your brand stands out among fellow small businesses and is recognized.
- Use your brand to guide your future decisions. When you pursue a professional brand for your business by working with a professional designer, it’s likely your designer will use your purpose and vision to create your brand. To keep the foundation of your brand strong, you can use your brand — and the vision behind it — to guide your future business decisions. As an example, at With Grace and Gold, we are often brainstorming ways to expand our small business — perhaps diversifying the products we offer in our shop, or adding different layers to our business, like we talk about in Episode 011. When we’re unsure of which ideas are worth pursuing, we think about the core purpose and vision behind our small business. Which ideas line up with the purpose of With Grace and Gold? Which ideas don’t? Our brand and the vision behind it helps to lead us through the decision-making process and ensure that every decision we make, or every addition we create, comes back to the firm foundation we’ve created through our business. When you use your brand to guide your future business decisions, you can strengthen your business from the inside out.
We hope these 3 steps help to jump-start your journey toward a long-lasting brand for your small business. If you’d like us to guide you through these steps, visit withgraceandgold.com/services to discover our Custom Design Experiences and to see the results elevated brand design can create for your small business!