Learn why having strong branding for your sweet business is important for standing out in the local community and beyond and how having a powerful brand identity can help customers connect with your business and showcase the company's values.
Having strong branding for your sweet business is extremely important if you want to stand out in your local community and beyond. Regardless of your company’s size, your business should have a brand identity. Branding your business will tell the story behind the products and services you provide as well as showcase your company values. All of this will help customers and potential customers to connect with your company and want to financially support your business.
From the color of your business cards to your logo and company uniforms, if you effectively display your brand’s message you will create tons of opportunities beyond customer sales including building customer loyalty. Solid branding is the best way to differentiate your products and services from your competitors while creating a cohesive corporate image.
Unfortunately, many small business owners believe that developing a corporate image isn’t necessary because of their size. Just because you only have a handful of staff members or you’re a one person show, that doesn’t mean you shouldn’t focus on building a consistent brand image that you display to the public.
If small businesses use the same principles as larger enterprises to brand their business, thanks to the internet, most customers may never know how large or small your company is unless you specifically tell them. If you build an online brand image that looks polished, customers will simply assume that your company is larger than it is in reality.
Furthermore, if your business has business cards, stationary and other branded elements along with a matching website, you will not only create a professional looking corporate image, but you will also build loyal relationships with your customers and prospective customers. This will make them feel like you run a reliable business that is well put together.
Since you only have one opportunity to make a good first impression with new customers, make sure that it is a positive and impressive experience. Although there is no need to spend thousands of dollars on branding, you should not go to the other extreme by making little to no financial investment at all.
Some of the branding elements that will make your company look unique and recognizable, include consistency between online and printed elements, such as your logo, signage, business cards and even a slogan that helps people understand at a glance your business's mission statement.
If you’re new to branding, consider connecting with a marketing agency or graphic design firm to help you come up with some concepts. If you don’t have the budget to hire help, search the internet for inspiration and nail down your message. What do you want potential customers to know about your business when they interact with your brand? Do you make baked goods “like grandma used to make”? Do you focus on vegan treats or locally sourced ingredients? As you brainstorm about your brand, write out buzzwords that you would use to describe your company and go from there.
Don’t forget consistency is key when it comes to branding! To effectively showcase your brand to the world you must (1) be consistent and (2) carry the same logo, colors, slogans and statements through every element of your business. Keep in mind that having unique colors is great, but if you want to have matching uniforms or want to order company paraphernalia you should include at least one “easy to find” color option within your brand, such as a black, white or gray. Also, since you want your brand to be unique make sure to avoid using elements within your brand that anyone can use or find anywhere such as free or cheap clipart.
Conclusion
Finally, consider your audience and who you’d like to attract to your business. Refer back to your business plan as you work through your branding. What colors and designs will get the attention of your main demographic? Branding is about more than pretty colors and business cards that you personally like, it meets a purpose that will serve your company well into the future and will play a key role in its success.
Cyd N. Mitchell
Business Blogger, Retail Bakers of America
Cydni N. Mitchell (aka Cyd) is a Bakery Consultant and the Sweet Business Coach behind Sweet Fest®. Based in Atlanta, GA, Sweet Fest® is an online company that supports the business needs of the Sweet Community in the areas of professional development, marketing, branding and web design.
By trade, Cyd is an accountant & financial analyst with a Masters from the Kenan-Flagler Business School at the University of North Carolina at Chapel Hill. She is the Founder of the Sugar Coin Academy, an online business academy for business owners in the baking and sweets industry, and she is also the organizer of The Ultimate Sugar Show, Georgia’s Largest Annual Baking and Sweets Expo in Atlanta. She is also the Business Blogger for the Retail Bakers of America.
#GeneralBusiness
#StartingaBakingBusiness