7 must-have items to brand your small business

By Mae Strehlow

Do small businesses need branding? The answer is yes! There are about 1.19 million small businesses across Canada, making up 97.8% of total businesses nationwide. In recent years, about 62% of businesses that began with one to four employees made it to the five-year milestone. There are countless variables that determine whether a new business has staying power, and there are a few branding elements that can set a business on a path to success. Here are seven branding must-haves for small businesses.

Attractive logo

First impressions are critical for a new business. Whether it comes via a brick-and-mortar location, social media, company website or another avenue, show potential customers, collaborators, investors, clients and others that you take service seriously. In this highly competitive environment, an eye-catching logo says a lot. Once established, get as many eyes on it as possible. Imprint it on a tumbler or baseball cap, for example, so recipients can take it wherever they go.

Professional web design

The DIY route might be tempting, but when a first impression means so much, you want a website that communicates seriousness and professionalism. Partner with a web design agency—a startup one, even, that might relate to your situation—to ensure a top-notch web experience for your business. You want quick load times; impactful visuals; and easy navigation.

Proper email address

Depending on your industry, many first impressions might be made through email. Include your domain name in your email address, flexing the professionalism and legitimacy that’s so important—especially early on. A generic domain could exile your message to the dreaded spam folder.

Business cards

A clean and appealing business card can make a lasting impression. Include your website URL, contact information and maybe a call to action. Your business card can help foster relationships that propel you. Choose a look that matches your brand identity, with easy-to-read typefaces, plenty of white space and a prominent logo. Keep business appreciation cards handy, too, to send thank-yous and other messages and keep those cards circulating.

Employee uniforms

Inspire feelings of unity and belonging by choosing uniforms that capture the spirit of your brand. Your industry will influence the route you choose, whether it’s specific, like food service or hospitality, or something more general, like workwear. For a more casual look, polo shirts or crewneck sweatshirts can help tie a small business aesthetic together.

Clear communication

Know your strengths. If written communication isn’t one, enlist the help of an employee, friend or professional to relay important information. This includes content for your website, marketing emails and social media plus in-person signage, menus and materials. Establish a brand voice that fits your business and ensures consistency across platforms.

Quality photos and videos

Much like the words you put out in the world, the images representing your business should align with your brand. Often that means a certain level of professionalism. There are always exceptions—social media marketing, for example, is often unpolished by design. But when it comes to your website and marketing materials, the right photography and videography can make a world of difference, whether it’s fun and crowdsourced or professional and pristine.

Branding built to last

Launching a small business has its challenges. But careful attention to branding—including the use of a professional logo, website, email address, business cards, uniforms, communication, and photo and video assets—can contribute to positive first impressions. May the momentum build from there!

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