• Jackie Feble

Good Versus Bad Brand Strategy Examples in Small Businesses

Updated: Jul 10

With the rise of the internet and its functionality, everyone is an entrepreneur or wants to start their own business. Wherever you are in the process of your professional ventures, there are certain practices you should do while considering the branding of your business. Since you face a lot of competition in this current market, it is important to stand out and differentiate your brand from the rest. Nowadays with platforms such as Instagram, Twitter, and Facebook, marketing and branding are the two most important things you should consider when kicking your business off. Just as there are good strategies, there are also bad ones.


Photo by Balázs Kétyi on Unsplash

Good: Be Bold With Your Branding

People are very much invested in the aesthetics of the brand they are purchasing from. It takes 5 to 7 impressions for a consumer to remember a brand. This means your logo, website, brand voice, social media, as well as your content must be up to par. Investing in your digital presence will come a long way when you are trying to make your mark among competitors. If none of this is your speed and you prefer to hand it off to someone else, consider hiring freelancers to help you make your business stand out. Fiverr allows you to hire freelancers and compare prices to what best meets your budget. Compare their ratings and prices before going this route. 


Bad: Using A Generic Logo-Maker

While a logo-maker can steer you in the right direction as to how you want your logo to look, you want a more personalized feel. Please remember that the logo you choose for your business is the first thing your customers see. Details do matter. When you hand it off to the experts, they certainly know color psychology and what colors best suit your business and goals. As a matter of fact, color improves brand recognition by up to 80%. So before taking the cost-effective route, consider how important this is to your business.


Photo by Sara Kurfeß on Unsplash

Good: Invest in Social Media

Managing your own social media is great because it lets consumers get to know the voice behind the brand. Depending on your business, some people can choose to tag your company in photos. This expands your reach to their followers and friends. This strategy makes it easy for you to be found! If you’re not wanting to sit there and publish posts daily, consider investing in Hootsuite. Hootsuite is an easy-to-use platform that allows you to plan your content months in advance. Maybe you have no idea how any of this works and if you want a more personalized growth strategy, I also highly recommend hiring a freelancer or an agency in your area. These people will know how to strategically run brands and find the best way to optimize your page throughout different social media platforms.


Bad: Solely Relying on Word-Of-Mouth Marketing

Word-of-mouth marketing is a good practice generally, but the payoffs take a while. Also, you’re limiting your audience a lot if you’re not on social media.  If there is nothing your consumers can research, this kind of marketing can easily spread misinformation to your customers. It will give consumers the wrong impression without fully understanding your business and how it operates. This is why investing in social media and a user-friendly website is super important. Regardless of the size of your business, you always want to be the person who leads the reputation you want your company to have. Reducing the control, the audience has by staying on top of your content is a great practice to have.



Good: Having Excellent Customer Service Online

Nowadays people do look at online reviews when choosing what companies they will work with. An important part of your branding is your customer service. 91% of millennials read and place trust in online reviews as much as friends and family.  If millennials are not your target demographic, it is worth noting that 82% of consumers look at review sites because they want to purchase a service or a product. The best way to stay on top of this is to offer customer service throughout all your social media. Make your brand accessible and answer questions as needed. If you want to boost your reviews online, offer incentives for people to give you reviews on Google or Yelp. An example of this would be offering 20% of your service if they give you a review online.


Bad: Only Limiting your Customer Service to Phone Calls

Unfortunately, most people do not want to be on the phone to receive customer service. Let’s just say a customer calls you and can’t get to them right away, 90% of customers won’t answer the phone anyway if they think you are soliciting your services. Allowing your customers to reach you online gives you time to formulate a response and makes your business more accessible. 73% of consumers love a company because of their great customer service. Great customer service signifies that your business is easy to reach. Designating time to respond to your customers online also helps you maintain a good relationship and allow them to contact you on their time.



Photo by Jon Tyson on Unsplash

Ready to Get Started?

Branding is one of the many important things you should consider when starting the exciting chapter of building your own business. Here are more examples of good branding that are helpful to consider. Wherever you are in your business, it’s never too late to implement these tips and reach more customers. At the end of the day, your goal is to grow your business and outrank your competitors. Using free resources such as social media and getting the help of freelancers will certainly put you one step ahead of the game. Hopefully, you find these tips helpful and they allow you to be bolder with your branding while also being accessible to your customers. 



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