{"id":6005,"date":"2021-03-30T16:35:00","date_gmt":"2021-03-30T14:35:00","guid":{"rendered":"https:\/\/www.jimdo.com/blog\/?p=6005"},"modified":"2022-06-27T19:35:43","modified_gmt":"2022-06-27T17:35:43","slug":"branding","status":"publish","type":"post","link":"https:\/\/www.jimdo.com/blog\/branding\/","title":{"rendered":"What is Branding and How Do You Start?"},"content":{"rendered":"\n<p>Most articles on branding start by talking about billion-dollar brands and logos known around the world. But that doesn\u2019t mean branding is reserved for big companies, celebrities, and \u201cinfluencers.\u201d If you run your own business or are self-employed, you can create a successful business brand too. In fact, branding is one of the best things you can do to market your business.&nbsp;<br><br>In this guide, we\u2019ll take some of the mystery out of branding, and help you figure out what your brand already is, and how to communicate it online to your customers.&nbsp;<\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-flat ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.jimdo.com/blog\/branding\/#Do_I_need_a_business_brand\" >Do I need a business brand?<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.jimdo.com/blog\/branding\/#What_is_branding_anyway\" >What is branding, anyway?&nbsp;<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.jimdo.com/blog\/branding\/#Why_is_branding_important_for_a_small_business\" >Why is branding important for a small business?<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.jimdo.com/blog\/branding\/#What_is_a_brand_identity\" >What is a brand identity?<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.jimdo.com/blog\/branding\/#How_do_you_define_your_brand\" >How do you define your brand?<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.jimdo.com/blog\/branding\/#Branding_FAQ\" >Branding FAQ<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.jimdo.com/blog\/branding\/#Small_business_branding_checklist\" >Small business branding checklist&nbsp;<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.jimdo.com/blog\/branding\/#What_makes_a_good_business_brand\" >What makes a good business brand?<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Do_I_need_a_business_brand\"><\/span>Do I need a business brand?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>The important thing to remember about your business brand is this: <strong>you probably already have one<\/strong>.&nbsp;<\/p>\n\n\n\n<p>The way you work, the products you make, the stuff you like to do, and of course your own personal style\u2014all of those define your brand. You don\u2019t have to create something from scratch.&nbsp;<\/p>\n\n\n\n<p>The process of branding is simply figuring out what those traits are, and coming up with creative ways to tell people about it. It\u2019s a task that can be fun, simple, and inexpensive.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-full\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"1000\" height=\"1500\" src=\"https:\/\/i0.wp.com\/www.jimdo.com/blog\/wp-content\/uploads\/2021\/04\/jimdo-business-branding-essentials.jpg?resize=1000%2C1500&#038;ssl=1\" alt=\"\" class=\"wp-image-6049\" srcset=\"https:\/\/i0.wp.com\/www.jimdo.com/blog\/wp-content\/uploads\/2021\/04\/jimdo-business-branding-essentials.jpg?w=1000&amp;ssl=1 1000w, https:\/\/i0.wp.com\/www.jimdo.com/blog\/wp-content\/uploads\/2021\/04\/jimdo-business-branding-essentials.jpg?resize=200%2C300&amp;ssl=1 200w, https:\/\/i0.wp.com\/www.jimdo.com/blog\/wp-content\/uploads\/2021\/04\/jimdo-business-branding-essentials.jpg?resize=683%2C1024&amp;ssl=1 683w, https:\/\/i0.wp.com\/www.jimdo.com/blog\/wp-content\/uploads\/2021\/04\/jimdo-business-branding-essentials.jpg?resize=714%2C1071&amp;ssl=1 714w\" sizes=\"auto, (max-width: 1000px) 100vw, 1000px\" \/><figcaption>You don&#8217;t have to develop an entire brand overnight. Start with the essentials and add more over time!<\/figcaption><\/figure><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_is_branding_anyway\"><\/span>What is branding, anyway?&nbsp;<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>From cave paintings to family crests, people throughout history have always wanted to leave their mark. But today, \u201cbranding\u201d is more than just having a monogram or a logo. It\u2019s a way to quickly communicate what your business is all about. What you do, how expensive you are, who your target audience is, and what qualities you\u2019re known for. All of that (and more) can be conveyed by branding.<\/p>\n\n\n\n<p>For a person, you\u2019d describe this as their personality, character, and style. For a business, you\u2019d describe this as their brand.&nbsp;<\/p>\n\n\n\n<div class=\"jimdo-alert\">If you think of a <strong>brand<\/strong> as the personality, character, and style of your business, <strong>branding<\/strong> is what you do to communicate that to your customers. <\/div>\n\n\n\n<p>Branding includes everything from having a professional logo and consistent packaging, to the specific values that customers know they can count on you for.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Why_is_branding_important_for_a_small_business\"><\/span>Why is branding important for a small business?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Why even bother with a brand? Why not just tell people \u201cWe\u2019re a store that specializes in affordable and fun kids toys, come on in!\u201d<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>1. Brands communicate on an emotional leve<\/strong>l<\/h3>\n\n\n\n<p>You can describe your business logically and rationally, but a good brand triggers people\u2019s emotions in a positive way. Subconsciously, they feel connected and attached to your business, without having to think about it too much.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>2. Brands travel faster than words<\/strong><\/h3>\n\n\n\n<p>Humans process visual information faster than any other kind. A customer can learn a huge amount about your business (and form an opinion about it) in the blink of an eye. If you have a strong, positive brand for your business that communicates the right message, this split-second thinking works to your advantage.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"413\" src=\"https:\/\/i0.wp.com\/www.jimdo.com/blog\/wp-content\/uploads\/2021\/03\/two-logo-examples-1.png?resize=1024%2C413&#038;ssl=1\" alt=\"2 examples of logos that show different branding identities. \" class=\"wp-image-6009\" srcset=\"https:\/\/i0.wp.com\/www.jimdo.com/blog\/wp-content\/uploads\/2021\/03\/two-logo-examples-1.png?resize=1024%2C413&amp;ssl=1 1024w, https:\/\/i0.wp.com\/www.jimdo.com/blog\/wp-content\/uploads\/2021\/03\/two-logo-examples-1.png?resize=300%2C121&amp;ssl=1 300w, https:\/\/i0.wp.com\/www.jimdo.com/blog\/wp-content\/uploads\/2021\/03\/two-logo-examples-1.png?resize=714%2C288&amp;ssl=1 714w, https:\/\/i0.wp.com\/www.jimdo.com/blog\/wp-content\/uploads\/2021\/03\/two-logo-examples-1.png?w=1467&amp;ssl=1 1467w\" sizes=\"auto, (max-width: 1000px) 100vw, 1000px\" \/><figcaption>Take these two logos as an example. Same business name, two very different effects. Which one looks like it is a business for kids? Which one looks more expensive?<\/figcaption><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>3. Branding makes your business feel familiar, even to new customers<\/strong>&nbsp;<\/h3>\n\n\n\n<p>You\u2019ll hear a lot of advice out there that your brand will help you stand out from the crowd. But a major part of branding is helping you fit in to customers\u2019 existing expectations. You can use your business brand to create the \u201cright\u201d look for your target audience, one that signals to new customers, \u201cHey, you\u2019re in the right place.\u201d<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>4. Brand loyalty is a powerful force<\/strong><\/h3>\n\n\n\n<p>People are hard-wired to feel very attached to brands, very quickly. The Harvard Business Review <a href=\"https:\/\/hbr.org\/2007\/03\/getting-attention-for-unrecognized-brands\">sums <\/a>up how most consumers think:<br><br><em>\u201cIn a choice between a known quantity and an unknown quantity, I\u2019ll take the one I know, even if there\u2019s something wrong with it.\u201d<\/em><br><br>This explains why people will keep buying the same product, even if there\u2019s a better one available. It also makes it much harder to break into a market if you\u2019re a new business.&nbsp; And once you do, you\u2019ll need a strong brand to keep customers coming back.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>5. Branding makes your business memorable and recognizable<\/strong><\/h3>\n\n\n\n<p>We process visual and emotional information faster, and we remember it better too. A customer doesn\u2019t have to remember your logo and brand identity exactly to remember the general idea\u2014and recognize it when they see you again.&nbsp;<\/p>\n\n\n\n<p>That\u2019s why a clear brand makes it easier for customers to recommend you via word of mouth, which is still one of the most powerful marketing tools for small businesses and freelancers. If you\u2019re memorable, they are more likely to tell friends and family about you: \u201cOh yeah, that\u2019s the one! They\u2019re great.\u201d&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>6. Branding indicates professionalism and trust<\/strong><\/h3>\n\n\n\n<p>A consistent brand, even a simple one, shows a level of professionalism and attention to detail that most customers appreciate. It sends a message that you\u2019re serious about your business, you\u2019ve invested in it, and <a href=\"https:\/\/www.jimdo.com\/blog\/build-a-website-customers-will-trust\/\">that they can trust you<\/a> to be there in the months and years ahead. And to be honest, it can make your business seem more established than it actually is.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>7. A good brand helps you make decisions<\/strong><\/h3>\n\n\n\n<p>One benefit of branding that people often overlook is how it helps you, the business owner, in your day-to-day work. Like a <a href=\"https:\/\/www.jimdo.com/blog\/create-your-business-plan\/\">business plan<\/a>, it provides a touchstone when you have to <a href=\"https:\/\/www.jimdo.com/blog\/cut-business-costs\/\">make tough decisions<\/a>. \u201cIs this on-brand for me?\u201d \u201cIs this what I want to stand for?\u201d When you can stand by the elements and values of your brand, your path is clearer.&nbsp;<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-full\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"1000\" height=\"1500\" src=\"https:\/\/i0.wp.com\/www.jimdo.com/blog\/wp-content\/uploads\/2021\/04\/jimdo-business-branding-next-steps.png?resize=1000%2C1500&#038;ssl=1\" alt=\"Once you have the essentials, you're ready to branch out and invest in more parts of your brand.\" class=\"wp-image-6023\" srcset=\"https:\/\/i0.wp.com\/www.jimdo.com/blog\/wp-content\/uploads\/2021\/04\/jimdo-business-branding-next-steps.png?w=1000&amp;ssl=1 1000w, https:\/\/i0.wp.com\/www.jimdo.com/blog\/wp-content\/uploads\/2021\/04\/jimdo-business-branding-next-steps.png?resize=200%2C300&amp;ssl=1 200w, https:\/\/i0.wp.com\/www.jimdo.com/blog\/wp-content\/uploads\/2021\/04\/jimdo-business-branding-next-steps.png?resize=683%2C1024&amp;ssl=1 683w, https:\/\/i0.wp.com\/www.jimdo.com/blog\/wp-content\/uploads\/2021\/04\/jimdo-business-branding-next-steps.png?resize=714%2C1071&amp;ssl=1 714w\" sizes=\"auto, (max-width: 1000px) 100vw, 1000px\" \/><figcaption>After you take care of the basics, you&#8217;re ready build your brand even more.<\/figcaption><\/figure><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_is_a_brand_identity\"><\/span>What is a brand identity?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Your <strong>brand identity <\/strong>is all the pieces that go into shaping your company\u2019s image. Typically people think of this as their logo, colors, and fonts, and <a href=\"https:\/\/www.jimdo.com/blog\/naming-a-business\/\">business name<\/a>. But just like your personal identity is about more than what you wear, your brand identity is about more than just the designs. It also includes:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Tone of voice<\/strong><\/h3>\n\n\n\n<p>How does your business communicate to customers? Are you chatty and casual? Serious? Calm? Formal? Friendly? Your business speaks in \u201cone voice\u201d that\u2019s the same from one day to the next. We love things that are familiar, so using a consistent <a href=\"https:\/\/www.jimdo.com/blog\/how-to-define-your-brand-tone-of-voice-in-4-steps\/\">tone of voice<\/a> helps customers feel comfortable around you and builds trust.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Brand promise<\/strong> <\/h3>\n\n\n\n<p>What can your customers expect you to deliver, every single time? Examples might be friendly customer service, high-quality products, discretion, creativity, timeliness, etc. A local carpentry company in my neighborhood is called \u201cWe Show Up\u201d\u2014a perfect example of a brand promise being right there in the company name.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Mission statement and values<\/strong> <\/h3>\n\n\n\n<p>Why do you do what you do? Probably not because it\u2019s easy. There\u2019s something you like about your work, something that makes you get out of bed in the morning. There\u2019s a reason you\u2019ve decided to take the road less traveled and run your own business. Are there things that are important to you? \u201cI would never do this\u201d or \u201cIt\u2019s important for me that my work has this.\u201d Those are your values, and your mission statement stems from that.&nbsp;<\/p>\n\n\n\n<p>One example is the outerwear company Patagonia. Patagonia has built an entire brand around sustainability and care for the environment, The gear is expensive, but people buy it because they like and relate to the ethos for the company. Does this company believe in issues I support? Do we share values? Purchasing decisions are deeply connected to brands, especially for higher-end products.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Your story<\/strong><\/h3>\n\n\n\n<p>Your story as a small business is one of the best ways to connect emotionally to your customers. Many people take pride in supporting small businesses and they can feel attached to you as a person, as well as a business. Your brand story is something you can communicate on <a href=\"https:\/\/www.jimdo.com\/blog\/8-steps-to-writing-a-great-about-page\/\">your website\u2019s About Page<\/a>, your <a href=\"https:\/\/www.jimdo.com\/blog\/how-to-write-good-product-descriptions-for-online-store\/\">product descriptions<\/a>, and more.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"How_do_you_define_your_brand\"><\/span>How do you define your brand?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Like we mentioned before, your business brand likely already exists in some form. You just need to spell it out a little bit more. So before you get into colors and typography, take a few minutes to think about your brand personality. By answering some of these questions, you\u2019ll have a better sense of the direction you want to go.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>What are you already known for, and what do you want to be known for?&nbsp;<\/li><li>How do you want customers to describe you? Imagine what a delighted customer might say about you when you\u2019re not in the room. Examples might be kind, supportive, quick, precise, experienced, motivating, flexible, efficient, understanding, safety conscious, reliable, entertaining, etc.&nbsp;<\/li><li>What kind of customers do you want to attract? If your target audience is retirees looking to relocate, the way you express yourself will be different to a business that sells children\u2019s fiction.<\/li><\/ul>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-full\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"1364\" height=\"1922\" src=\"https:\/\/i0.wp.com\/www.jimdo.com/blog\/wp-content\/uploads\/2021\/03\/what-does-your-brand-mean-to-you.jpg?resize=1364%2C1922&#038;ssl=1\" alt=\"What Does Your Brand Mean To You? Use this Jimdo worksheet to find out.\" class=\"wp-image-6051\" srcset=\"https:\/\/i0.wp.com\/www.jimdo.com/blog\/wp-content\/uploads\/2021\/03\/what-does-your-brand-mean-to-you.jpg?w=1364&amp;ssl=1 1364w, https:\/\/i0.wp.com\/www.jimdo.com/blog\/wp-content\/uploads\/2021\/03\/what-does-your-brand-mean-to-you.jpg?resize=213%2C300&amp;ssl=1 213w, https:\/\/i0.wp.com\/www.jimdo.com/blog\/wp-content\/uploads\/2021\/03\/what-does-your-brand-mean-to-you.jpg?resize=727%2C1024&amp;ssl=1 727w, https:\/\/i0.wp.com\/www.jimdo.com/blog\/wp-content\/uploads\/2021\/03\/what-does-your-brand-mean-to-you.jpg?resize=1090%2C1536&amp;ssl=1 1090w, https:\/\/i0.wp.com\/www.jimdo.com/blog\/wp-content\/uploads\/2021\/03\/what-does-your-brand-mean-to-you.jpg?resize=714%2C1006&amp;ssl=1 714w\" sizes=\"auto, (max-width: 1000px) 100vw, 1000px\" \/><\/figure><\/div>\n\n\n\n<div class=\"wp-block-columns are-vertically-aligned-center post-cta is-layout-flex wp-container-core-columns-is-layout-28f84493 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<h3 class=\"wp-block-heading\">Do this activity yourself with our Jimdo Branding Worksheet<\/h3>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n<div class=\"wp-block-button\"><a data-tracking=\"post_cta_worksheet_download\" class=\"wp-block-button__link\" href=\"https:\/\/www.jimdo.com\/blog\/wp-content\/uploads\/2021\/03\/jimdo-branding-worksheet.pdf\" download=\"\" target=\"_blank\" rel=\"noopener\">Download<\/a><\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-file aligncenter\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Branding_FAQ\"><\/span>Branding FAQ<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Is branding just for new businesses?<\/strong>&nbsp;<\/h3>\n\n\n\n<p>Not at all. Even if you\u2019re an established business, you can still think about refreshing or reinventing your existing brand. Companies do it all the time! Maybe your logo is starting to look dated and you want a more modern look. Or maybe you\u2019re starting to offer new services, or you\u2019re looking to appeal to new types of customers. Tastes change and customers change, so you shouldn\u2019t be afraid to try something new, as long as the values underneath stay true to you.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Why is having a logo important for a brand?<\/strong> <\/h3>\n\n\n\n<p>A logo is a starting point for many visual brands. It\u2019s something you can use to mark all your communications, and it\u2019s often the first piece of branding people will see associated with your business. For more about logos and how to develop your own, see our <a href=\"https:\/\/www.jimdo.com\/blog\/logo-design\/\">Logo Design Guide<\/a>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Is creating a brand expensive?&nbsp;<\/strong><\/h3>\n\n\n\n<p>No, it doesn\u2019t have to be. Some of the most important elements of your brand\u2014your story, your mission, your values\u2014cost nothing to create, just the time it takes to sit down and articulate them. When it comes to a visual brand, this doesn\u2019t have to be expensive either. We recommend starting by creating a logo using a <a href=\"https:\/\/www.jimdo.com\/website\/logo-creator\/\" target=\"_blank\" rel=\"noreferrer noopener\">free logo creator<\/a>. Start by using the same colors and typography across all of your materials.&nbsp; Down the road, you can always work with a professional designer when you\u2019re ready to invest more money and have a stronger sense of what you want.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Does my brand need to follow the most recent trends? <\/strong><\/h3>\n\n\n\n<p>No. Though you\u2019ll probably see a lot of trendy brand designs shared on Pinterest, a strong brand should be timeless and classic. Most importantly, it should fit your target audience and make them feel included and welcome. That\u2019s one reason why a trendy brand can backfire if it doesn\u2019t stay true to your customers and represent them. And of course, many successful brands use vintage or retro elements.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Do I have to work with a professional designer or branding agency? <\/strong><\/h3>\n\n\n\n<p>Not at the beginning. Working with a graphic designer or a brand consultant can be a really fun, rewarding experience when you\u2019re ready. A seasoned professional will walk you through the process and help you develop something truly unique. On the flip side, the process takes more time and is more expensive. If you\u2019re not sure what you want, or you don\u2019t have the budget yet, there are lots of other tools out there that can get you started.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-full\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"1000\" height=\"1500\" src=\"https:\/\/i0.wp.com\/www.jimdo.com/blog\/wp-content\/uploads\/2021\/04\/jimdo-business-branding-advanced.png?resize=1000%2C1500&#038;ssl=1\" alt=\"As your business matures, your branding will too. Here's where you'll go next as your audience and needs grow.\" class=\"wp-image-6022\" srcset=\"https:\/\/i0.wp.com\/www.jimdo.com/blog\/wp-content\/uploads\/2021\/04\/jimdo-business-branding-advanced.png?w=1000&amp;ssl=1 1000w, https:\/\/i0.wp.com\/www.jimdo.com/blog\/wp-content\/uploads\/2021\/04\/jimdo-business-branding-advanced.png?resize=200%2C300&amp;ssl=1 200w, https:\/\/i0.wp.com\/www.jimdo.com/blog\/wp-content\/uploads\/2021\/04\/jimdo-business-branding-advanced.png?resize=683%2C1024&amp;ssl=1 683w, https:\/\/i0.wp.com\/www.jimdo.com/blog\/wp-content\/uploads\/2021\/04\/jimdo-business-branding-advanced.png?resize=714%2C1071&amp;ssl=1 714w\" sizes=\"auto, (max-width: 1000px) 100vw, 1000px\" \/><figcaption>When your business is ready, you&#8217;ll move on to more advanced branding.<\/figcaption><\/figure><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Small_business_branding_checklist\"><\/span>Small business branding checklist&nbsp;<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p><strong>The Essentials<\/strong><\/p>\n\n\n\n<div class=\"wp-block-group is-layout-flow wp-block-group-is-layout-flow\">\n<ul class=\"wp-block-list\"><li><strong>Logo. <\/strong>Start with the free Logo Creator. Type in your business name and industry, and you\u2019ll get tons of ideas to start with. When you have one you like, you can download the logo files and use it on your website and other materials. <\/li><\/ul>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Colors.<\/strong> You don\u2019t need a complicated color palette yet. Just using one or two distinct colors, along with black, white, or grey, can still create a strong look. <a href=\"https:\/\/www.jimdo.com\/blog\/best-color-combinations-for-your-website\/\">Read more about colors and how to match your favorite color on your website<\/a>.&nbsp;<\/li><\/ul>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Fonts.<\/strong> People usually choose one decorative font for headings, and one regular font that\u2019s easy to read for their paragraphs and longer text. <a href=\"https:\/\/www.jimdo.com\/blog\/website-fonts\/\">Read more about choosing fonts.<\/a><\/li><\/ul>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Website &amp; domain.<\/strong> Your <a href=\"https:\/\/www.jimdo.com\/blog\/why-does-your-business-need-website\/\">business website is an essential piece of your brand<\/a>. Even if you already have social media accounts, a website is the anchor that connects it all together\u2014your visuals and your story. When you start a website, you can <a href=\"https:\/\/www.jimdo.com\/website\/domain\/\" target=\"_blank\" rel=\"noreferrer noopener\">get a custom domain<\/a> (web address) to match, and then <a href=\"https:\/\/www.jimdo.com/blog\/making-business-card\/\">make a business card for your business<\/a>.<\/li><\/ul>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Values and brand promise. <\/strong>Even if you\u2019re not ready to publish these publicly, you should know deep down what these are. They\u2019ll provide a touchstone for everything else you do and help you make the right decisions for your business. It can be as brief as 1-2 bullet points. Write them down and stick them somewhere you\u2019ll see everyday, like by your workbench, desk, or light switch.<\/li><\/ul>\n\n\n\n<p><\/p>\n<\/div>\n\n\n\n<div class=\"jimdo-alert\"><strong>Branding Tip:<\/strong> To save money, start with a custom ink stamp or stickers with your logo on them. Then you can stick them to materials like shopping bags and mailing labels without paying a premium for custom-printed marketing materials before you\u2019re ready.<\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_makes_a_good_business_brand\"><\/span>What makes a good business brand?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>The sign of a good brand for a small business is that it feels natural for you. Authentic. Something that\u2019s easy for you to keep up with, easy to maintain, and easy to create.&nbsp;<\/p>\n\n\n\n<p><strong>Authentic<\/strong><strong><br><\/strong><strong>Consistent<\/strong><strong><br><\/strong><strong>Simple<\/strong><\/p>\n\n\n\n<p>If you have a logo that you love, it might be tempting to plaster it all over everything. This isn\u2019t a good use of your resources. It\u2019s better to focus on the consistency of a few key elements, and focus on keeping your brand promise so that customers know they can trust you. A flashy brand might bring them in the door, but if you don\u2019t live up to the promise, they won\u2019t return.<\/p>\n\n\n\n<p>Remember, a brand can be communicated in a blink of an eye, but it\u2019s also something you will build over time. It\u2019s about the visuals, yes, but it\u2019s also about the qualities that make your business special, and the parts of your work that are important to <strong>you<\/strong>. A sense of purpose and a sense of clarity, no matter what you do: that\u2019s what will make your brand stand out.&nbsp;<\/p>\n\n\n\n<div class=\"wp-block-columns are-vertically-aligned-center post-cta has-white-background-color has-background is-layout-flex wp-container-core-columns-is-layout-0111f410 wp-block-columns-is-layout-flex\" style=\"padding-right:var(--wp--preset--spacing--50);padding-left:var(--wp--preset--spacing--50)\">\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<h4 class=\"wp-block-heading\">Design a logo that makes your business stand out.<\/h4>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n<div class=\"wp-block-group is-content-justification-right is-nowrap is-layout-flex wp-container-core-group-is-layout-17124a9a wp-block-group-is-layout-flex\">\n<div class=\"wp-block-button\"><a data-tracking=\"post_cta_logo_tool\" class=\"wp-block-button__link\" href=\"https:\/\/logo.e.jimdo.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Design yours now<\/a><\/div>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Most articles on branding start by talking about billion-dollar brands and logos known around the world. But that doesn\u2019t mean branding is reserved for big companies, celebrities, and \u201cinfluencers.\u201d If you run your own business or are self-employed, you can create a successful business brand too. In fact, branding is one of the best things [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":6006,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[116],"tags":[117,121,114],"class_list":["post-6005","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business-tips","tag-marketing","tag-small-business","tag-web-design"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>What is Branding? 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