You flip on the TV, and you instantly see a montage of them — commercials, all of which come from big-name brands. As you flip through the channels and catch more and more of this content, you wonder, "How can I compete with my budget?"
As it turns out, businesses both big and small — with budgets to match — can come up with some stellar branding techniques. As such, you don't need to wait until you have cash or settle for subpar options. Instead, try any one of these eight methods to brand your business on a budget:
1. Start By Defining Your Brand
You can't come up with a branding strategy without knowing who you are. Indeed, your brand represents your company as a whole. What is your goal, your mission? What do you want to be known for? What will you change in the industry? You need to have answers to these questions before diving into branding.
On top of that, you need to define your target customer and audience. You can do so by analyzing a slew of different factors, such as the demographics and state of mind of the person who will buy from you. Doing so can help you draw up a brand strategy, too. Getting into the mindset of your ideal customer will help you devise a plan that will speak to and inspire them.
2. Then, Design Your Logo
Branding isn't just an idea in your head — it's the visuals that will help define and differentiate your business. So, once you have ironed out your goals, move onto physical branding basics. You can hire someone to design a logo that fits your vision, for example. With the logo complete, then you can design business cards, a website and other materials that will revolve around the company's design. Hiring a graphic designer to help with this step will set you back, but you can reuse the logo on just about anything. This feature will allow you to use and reuse the logo down the line, thus saving you cash and boosting your PR prowess.
3. Choose Reusable Materials
If you're on a budget, then one-time-use marketing materials won't be worth your money. Instead, start investing in materials that you can use over and over again. For instance, you've probably driven past a business that redecorates for every season and its holidays. Chances are, the business owner isn't re-buying all of their supplies each year. They rely on reusable decor to get them through each month of the calendar. It helps boost intrigue and interest in the business without breaking the bank.
You can do the same with signage, as one of many examples. Indoor signage touts a shop's offerings, so produce a handful of different versions — one traditional menu, one that includes Christmas specials, etc. Then, you can reuse the signs as you recycle the same offerings at the start of each holiday season.
4. Embody an Expert
To get customers on board with your brand, you want them to know that you know what you're doing. So, make it clear through social media posts and other content that you're an expert. To that end, you might want to write a blog for your website that makes your knowledge and credibility clear. Either way, your expertise will make an impression. When it's time for a customer to buy something or hire a helper, they will remember how much you know about your chosen field.
5. Plan a Contest
This option does require a bit of an investment in a prize or service for the winner. However, setting up a contest or sweepstakes will draw in a slew of new contacts and fans, especially if you organize the competition online. Once people enter their emails to become part of the contest, you can use their contact information to reach out in the future and promote future sales, events and more.
6. Rely on Social Media
If you want to brand for free, then look no further than social media. Sites including Facebook, Twitter and Instagram allow you to sign up for free. You can use your pages to share photos of your business's wares. Or, you can cultivate an alluring online presence that'll boost your fan base and, therefore, your sales.
To get your Twitter in good shape, you should follow a set of tried-and-true steps. For instance, if your company's page follows a particular online Influencer, you can build a relationship with that person. Re-sharing or engaging with their posts can help facilitate a relationship between you two, and it can drum up interest in fans of the celeb in question.
7. Create Usable Content
This tip applies to social media, blogs and any other outlet that you might use to promote your business. These free platforms give you the opportunity to create content that customers not only enjoy, but find useful. When your content makes them feel both ways, they will begin to seek out your posts. Even in an obscure industry, there's something that a client wants or needs to know from you. Figure out what it is and create content surrounding the topic. The customers will follow.
For instance, a bakery might create branded content showing consumers how to bake bread at home or explaining the science behind the process. Sure, you might think that some customers will see this and decide to make their own loaves instead. But the reality is that most customers will remember the clip and choose to come buy from you — they'll trust you now that they've seen your branded content.
8. Find a Partner
Finally, you can boost your branding efforts by entering into a partnership with another brand. Doing so can lend credibility to your business, especially if it's new. By partnering with a well-respected, visible brand, viewers will equate your company with the same level of quality. This result can help build clout and trustworthiness for your business. Just be sure that your partner has similar values and uses for its products as you do. For instance, if you have whipped up your own line of energy bars, promote them in goodie bags at local 5K races, for example. The people sampling your concoctions are the most likely to buy your products — it's a win-win to let them sample them first.
Budget, Brand, Succeed
You don't have to break the bank to successfully brand your business. Instead, you just need to plan thoughtfully and build a social media presence. From there, you can churn out high-quality content on your own and with the help of a business partner. And, together, you will both succeed without breaking the bank on marketing. As a business owner, you couldn't ask for much more than that.
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Lexie is a designer and typography enthusiast. She enjoys writing HTML code and creating new styles guides. In her spare time, she works on her design blog, Design Roast.
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