As a small business, you may be competing against big brands with devoted customers and

unlimited marketing budgets. That’s why you have to find ways to differentiate

—with a solid brand building process of your own.

Check out this article on Entrepreneur, it's a good read.

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my mood-board 

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1.Discover the purpose behind your brand

  • Why do you exist?

  • What differentiates you?

  • What problem do you solve?

  • Why should people care?

You will use these statements to inform the foundation of your branding, through a logo, tagline, slogans, voice, messaging, stories, visuals and more.


Have you heard of the golden circle concept? well this concept can help in identifying the purpose behind anything in business or life, really.


The 3 Parts to The Golden Circle: Simon Sinek's Golden Circle Explained for Marketing and Sales

  • What – the products or services you offer to your customers

  • How – the things that differentiate you from the competition

  • Why – the reason you are passionate and why you exist

2.Research competitors brands

What makes you different from your competitors? How will you get a customer to purchase from you over them! 


For a brand name to be effective, it needs to be easy for consumers to recognize and remember. Will the consumer know what you are selling by your name?

3.Determine your brand's target audience

With brand building, keep in mind who exactly you are trying to reach. Tailor your mission and message to meet their exact needs.

Here are some examples:

  • Instead of “all Moms”, you could narrow down the niche to hone in on “single Moms who work full-time from home”.

  • “Techy people” is too broad. But “tech-savvy early adopters who manage a large team” can narrow the focus in.

  • If you are targeting “college kids”, there is definitely room to get more specific. An example could be: “college students studying abroad in Europe during the summer”.

  • “Anyone who needs a job” is certainly not a niche target market. However, “retirees looking to return to the workforce in an executive position” can be!

4.Establish a brand mission statement

Have you thought about your brand mission?  What your company is most passionate about.

Before you can build a brand that your target audience trusts, you need to know what value your business provides.

The mission statement basically defines a purpose for existing. 


Everything from your logo to your tagline, voice, message, and personality should reflect that mission.

When people ask you what you do: answer them with your brand mission statement.

Example: Nike Mission Statement is a great example to look at

Nike Tag Line: Just do it? 

Nike’s mission is: “To bring inspiration and innovation to every athlete in the world“. 


You can see the Nike mission everywhere. They focus on all types of athletes using Nike products to be their best selves.

4.Outline the key qualities & benefits your brand offers.

Figure out what you offer, that no one else is offering, focusing on the qualities and benefits that make your company branding unique.

Here are a few examples:

  • Something that isn't readily available

  • A better way to support productivity

  • Healthier option to the consumer

  • Saving time on daily tasks

5.Brand personality

What is your brand personality?


How do you see your brand?

  • Personal and friendly? OR Corporate professional

  • Spontaneous, high energy OR Careful thinking, planning

  • Modern or high tech OR Classic and traditional

  • Cutting Edge OR Established

  • Fun OR Serious

  • Accessible to all OR Exclusive

6.Brand logo & tagline

The fun part of the brand building process, is to create a brand logo and tagline for your company. This is arguable the most important part of your brand.

Your  logo needs to appear on everything that relates to your business. It will become your identity, the visual recognition of your brand.

Be willing to invest the time and money by creating something exceptional to reinforce the visual identity for your business.

A strong brand style guide will include the following things:

  • Logo size and placement

  • Color palette

  • Typography and fonts

  • Iconography

  • Photography/image style

  • Web elements

brand style guide for my website

7.Integrate your brand into every aspect of your business

Your brand image should be on display always, both in the environment and with personal interactions.

Everything from business cards to advertisements, to packaging and product–needs the stamp of your logo.


When it come to your website, ensure that your brand looks the same everywhere. Use your brand style guide to create consistency with visuals such as color and logo use, fonts, photography, etc.


Your website is the most important tool for marketing your brand. When you design your website: incorporate your voice, message, and personality into the content.


Social media profile pages should be branded visually.

Ready to take the next step with your identity design, website development, or digital marketing? Let’s chat! Contact Dash Creative Design Studio today at 250-306-3353.

Vernon, British Columbia, Tel: 250-306-3353

© 2019 by dash.creative .All right reserved.