Guide 4 of 10 · about 30 minutes
Build a brand people remember
You don’t need a big budget to build a brand. Researchers at the Ehrenberg-Bass Institute argue that being easy to recognise matters more than being wildly different (Sharp, 2010; Romaniuk, 2018). So the work here is mostly about being clear, then being consistent.
What does branding mean for a small business?
Your brand is what people remember and say about you when you’re not in the room. For a small business it comes down to three things: a clear promise, a look and a voice you use the same way everywhere, and the experience customers actually get.
What you stand for
We help [who] to [result] by [how], unlike [the usual alternative].
How you look and sound
Use it everywhere
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