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Creating Brand Identity for Small Business

Lochlain Lacy

At UniHub we work with small businesses and local events to supercharge their growth.


We've worked with a few companies now who want to create a solid brand identity. So here's a few tips on how you can do this yourself.


What is Brand Identity?

Brand identity is the distinctive combination of visual and verbal elements that portray a brand's personality and values. A good brand identity will create a recognisable and long-lasting impression on the consumer.


To create brand identity for a small business we're going to go through the following points:

  • Graphic Design

  • Brand Messaging (Internal & External)

  • Brand Experience


Brand Identity for Small Business
Today we're looking at Nike.

 

Graphic Design

Brand Identity is about far more than just a logo, but that's always what comes to mind. Graphic design is massively important, what the consumer sees can be extremely powerful if done right. Let's break graphic design down into 3 sections...


1. Typography

Make sure the fonts you use are cohesive to your brand and what you do. Typography for a roofing company should differ significantly to that of a beauty salon.


Nike typefaces

2. Colour Palette

Colour palette is super important. Banks often use a navy in their branding because it's associated with trust and loyalty. Check out this colour psychology chart to help you with your colour palette.

Brand Identity Colour Scheme
Are these colours familar?

3. Logo

The most important part. Logos will be used everywhere. They'll be on your uniforms, plastered all over your packaging and pretty much everything else. Take your time and get this right.

Small Business Logo
Iconic.


Brand Messaging

The next stage of creating brand identity for small business is brand messaging. This is how you use words, phrases and sentences to concisely convey what your brand's all about.

Don't just skip the step, sit down with a piece of paper and figure this out.


Internal Messaging

Carrying on with our Nike theme, Phil Knight came up with 10 original company values.

These include: "We're on offense. All the time." and "This is much about battle as about business."

Here's the full list of their values if you're curious.


External Messaging

It's simple, say something memorable and relevant to your brand.

Nike just do it slogan


Brand Experience

Maybe you wouldn't traditionally include this in the brand identity conversation. But I think it's important.


Brand Experience is all about the service you deliver.

There's no point in having beautiful branding, marketing and packaging if the product itself sucks. This will cause consumers to associate your brand with negative experience and they'll be permanently repelled from your business.

Brand Experience for Small Business
Give your customers the best possible brand experience, bring them joy.

If you want any extra help with branding, we've got a few ideas, just click the button!


Thanks for reading, feel free to check out UniHub.



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