You might be a local bakery with 10 employees, or a local industrial company employing up to 500 people. These all can be qualified as ‘small business’. All have the same main goal when they start: the need to establish a name in their field of expertise. There are multiple ways to do this, without a huge budget. In this post, We will share my thoughts on how to go about your own low-budget branding.
Define and communicate brand values
Branding with a limited budget starts with defining your company’s and your brand’s values. You need to think about what you, as a brand, want to communicate to the world. Doing this yourself won’t cost you, provided you are capable of doing this yourself. In fact, it’s a pretty hard task, when you think of it. It’s about your mission, the things that make your brand into your brand. Brand values relate to Cialdini’s seventh principle, Unity.
My favorite example illustrating unity: outdoor brands like Patagonia and The North Face, which make you feel included in their business ‘family’. “We are all alike, share the same values.” By being able to relate to these brands and their values, we are more enticed to buy their products. It’s a brand for us, outdoor people.
Take some time to define your brand values. That way, you’re able to communicate your main message in a clear and consistent way. It makes your marketing all the easier. You’ll be able to create brand ambassadors, even on a budget.
Come up with a proper tagline
Once you have defined your brand values, it’s time to summarize them all into one single tagline. For example, WordPress’ mission is to “democratize publishing“. In your tagline, you formulate your values and make sure your added value for the customer, user or visitor is also reflected. Again, be consistent. If you set a tagline, your actions and products should relate to that tagline, actually, even be based upon it. It summarizes your business.
Rethink your logo
Having a great logo is essential. When designing that logo, you’ll have to keep in mind that it’s probably something you’ll have for years. It’s the main thing – besides yourself – that will trigger (brand) recognition. It’s not that you can never change your logo, but don’t ‘just’ add a logo. Think about how it stands out from other logos, for instance on a local sponsor board.
Design that logo, print it, stick it on your fridge for a week or so, and see if there’s anything about it that starts to annoy you. If so, it’s back to the drawing board. Feel like you don’t relate to it in terms of business values or even personality? Back to the drawing board. When talking about low-budget branding, designing a great logo is probably your most expensive task.
Online low-budget branding
The online world is a great place to work on your low-budget branding. You need to establish a name in your field of expertise, and the surplus of social media can facilitate that by giving you a free platform.
We do a lot of local networking, because we really like the city we live in, and the huge variety of entrepreneurs that work in our hometown. During network meetings, one of the phrases we often hear is: “Social media just takes me too much time”. To be honest, it might be wise to change your mindset about the costs and start seeing the revenue social media can bring you. It really is the easiest and probably one of the cheapest ways to promote your brand. Basically, the only cost is time investment (depending on how aggressively you want to use the medium). It may take a while before you find a strategy and/or platform that works, so give it some time and don’t just throw in the towel!
Share your expertise
You can use Twitter to stay in touch with like-minded business owners. Discover the huge number of Facebook groups in your area, and/or in your field of expertise. Bond with people that share the same values. Feel free to answer questions in your field of business and do this with confidence. Position yourself as the go-to company for these questions. Help people that way and create brand ambassadors. You really have to put some effort into establishing your position. It won’t happen overnight.
Make yourself visible
Eventually, it all comes back to business values. Everything you communicate should reflect these values. It’ll give you guidelines and will make sure your message is delivered in the same way, always. Low-budget branding is about just that: making yourself visible, in a consistent way.