5 ways your brand identity can drive revenue in your small business

The most astute small business owners know that investing in their brand identity can help them drive revenue, cultivate growth and invite new opportunities. Here’s how:

1. Create clear differentiation

There are very few businesses who are truly in a league of their own. Most businesses are part of a wider industry, with competitors offering similar products or services making it is absolutely crucial to clearly demonstrate the unique value that only your business can provide. The trouble is, when your message is indistinct, clients have a hard time deciding who to buy from… and winning business becomes a game of chance. The brilliant news is that you can create differentiation in the way you communicate with your customers; the language you use, the visual identity of your brand… together, these elements create a clear identity which sets your business apart from the rest. More distinction = more sales.

2. Align with your target clients

Marketing so often forgets that behind every purchase is a person. The better we can understand what motivates your clients, the better we can engineer your brand around appealing to them. Humans aren’t all that complex - we all share a fundamental need to feel that we belong. When business owners create a brand identity which speaks to a sense of identity - be that based on values or aspirations, we create something with real meaning - something which resonates on a deeper, unspoken level. And when our audience can feel the emotional tug of belonging, they experience a sense of connection which speaks more strongly than factors such as cost and convenience. In short: use your brand identity to create an emotional connection, and you’ll instantly win more business.

3. Demonstrate value

A business which communicates clearly (and beautifully) suggests a level of thoughtfulness and polish which speaks to quality. Messy, disparate documents, contracts bashed out in Word, social media posts which use a different font every time… all of these seemingly incidental moments are an opportunity to impress. I cannot tell you how important consistency and visual reliability are in terms of creating familiarity and nurturing trust. And when we feel that we can trust a business, we place more value in what they have to say (or sell).

4. Nurture confidence

If there’s one underrated benefit of a beautifully executed brand identity, it’s the confidence it creates - in business owners and clients alike. A well considered brand identity which resonates with your target clients gifts them the confidence that they need to be certain that your business is the right choice for them - but it nurtures confidence in you as a business owner, too. Time and time, I hear that my clients have the confidence to pitch for bigger projects, raise their prices or capitalise upon opportunities that they otherwise wouldn’t have - simply because they feel supported by a knock-out brand identity which speaks to their strengths and creates the right impression.

5. Create opportunities

We all like to feel validated by the decisions we make, and as consumers we especially love to buy from businesses which reinforce our sense of self. It makes us feel good about ourselves, giving that essential dopamine hit we all crave. The result? We want to share our experience. We are so much more likely to recommend businesses which provide us with that dopamine rush, which means that your business could will end up being put forward to more people and being introduced to more business-building opportunities - simply because it looks great.

If you’re looking for a branding agency to unlock the next level of growth in your business, we would absolutely love to hear from you.