How to start building your business brand

Launching a small business in South Africa is tough enough, but standing out in a sea of sameness means finding a way to differentiate yourself in the market. While making an impact can be challenging, there is a way to better your chance of success: creating a powerful brand.

But firstly, what is a brand? You might think your business’s brand is just about visual elements like logos and colours, but it’s so much more! It’s about the overall impression and experience your customers have whenever they interact with you.

In this article, we're diving headfirst into the world of branding. We'll unravel the secrets of crafting a brand that not only sets you apart but also connects with your target audience. From understanding the market to defining your identity and building consistent brand experiences, we'll cover it all.

1. Understand Your Audience

Your audience is key to your success, so it’s vital that you know what makes them tick.

When you know your audience, you know their desires and pain points—then you can tailor your brand to appeal to them and meet their needs. For example, have a look at the branding for these two South African coffee shops:

Mugg & Bean's warm and inviting branding appeals to families and those seeking a relaxed, cosy atmosphere. They have a strong South African heritage, and their branding creates a sense of familiarity and comfort, making customers feel right at home.

On the other hand, Plato's minimalist and sophisticated branding caters to a different aesthetic and target audience. With a sleek and refined font, they convey a sense of sophistication that wouldn’t look out of place in a snazzy Sandton City office building.

The beauty of business branding is that neither one is better than the other—it all comes down to the audience. Whether you prefer the charm of Mugg & Bean or the elegance of Plato, both brands can thrive by appealing to their target markets and delivering on their brand promises.

If you're not sure who your target market is, here are some ways to find out:

Create Buyer Personas

Think about your audience’s age, background, goals, struggles, what makes them tick, and what they can't resist. These imaginary people (AKA your buyer personas) help you tailor your strategies and messages to hit the bullseye with your target audience.

Use Your Analytics

Analyse your metrics like demographics, interests, and how your audience surfs the web to unlock insights about their preferences. And don't forget about social media! You can use various analytics tools to keep tabs on conversations in your industry and take notes on what your audience likes.

Ask For Feedback

Even the most successful businesses need feedback to grow! By connecting to your customers through feedback forms, customer support chats, or online reviews, you can discover who they are and what they need, then shape your brand to be the perfect fit.

2. Define Your Brand Values

What do Nike, Apple, and Tesla all have in common? Not only are they some of the most popular brands in the world, they are all purpose-driven brands that champion excellence, quality, innovation, and authenticity.

Of course, not all brands need to be like Nike, Apple, and Tesla to be successful.

Birkenstocks were popular among hippies in the 1970s before falling out of fashion. Then, they made a major comeback in the 2020s and have become synonymous with a relaxed, effortless style. Over the years, Birkenstocks haven't changed much—but their audience has. By staying true to its values, the brand could resonate with a younger audience without losing its existing customer base.

Here are some ways you can define your brand values are:

Dive Into Your Purpose

Take a moment to do some soul-searching and think about the purpose of your business. Ask yourself, "Why does my brand even exist? What kind of impact do I want to have in this world?"

Consider the problem you're solving, the value you bring to the table, and the bigger picture that fuels your dreams.

Identify Your Core Principles

It’s time to get down to the heart and soul of your business and uncover the fundamental beliefs that light your fire.

Think about the values you want your brand to wear proudly—like integrity, sustainability, transparency, or being all about your customers. These values are what set you apart and make your brand unique.

Live Your Values

Say, for example, one of your values is innovation. That means you can’t do the same thing everyone else is doing—to be authentic, you need to put your money where your mouth is and become an innovator.

Deciding on your values isn’t the hard part, but bringing them to life is. Think about how you can bring each one to life in a practical way, while ensuring they resonate with your customers.

3. Create Memorable Brand Experiences

No matter how good your brand looks, your customers will remember the experience you provide. This is what turns them into repeat customers and brand advocates who recommend you to their friends and family.

Good branding can't make up for a poor customer experience, so investing in delivering an exceptional customer experience is critical. The first step to creating a positive experience is by ensuring your brand's digital presence is in tip-top shape.

But what does this look like in practice? Here's how you can figure out whether your brand is taking full advantage of its online presence:

• Do you have a social media page that’s regularly updated with valuable content?

• Do you have a user-friendly website design that provides a seamless experience?

• Does your website allow customers to learn more about you, contact you, and book your services?

• Is your website's loading speed fast to ensure a smooth user experience?

• When a customer Googles your business, do you show up on the first few pages of results?

• Do you respond to customer reviews on platforms like Google, Facebook, or HelloPeter?

One of the quickest ways to create a memorable online experience is by ensuring you have a fast, seamless business website. It's like having your own virtual storefront that's open 24/7, ready to promote your brand and welcome your customers. 

We know that creating a website from scratch can be a daunting task, so Savvy takes the stress out of it with easy-to-use, customisable templates that help your brand put its best foot forward. We've also have Ai ready to assist you with writing some copy for you with very simple prompts. Sign up with Savvy today and unlock the power of a tailored website without any fuss!