A strong brand identity is the foundation of any successful company. It sets you apart from the competition and ensures your product continuously resonates with customers. However, creating a unique brand identity is often not easy for small businesses as they don’t have enough funds, tools, and digital marketing experts to beat big brands.
Does it mean branding is not for small businesses? Well, no. Branding is for everyone — regardless of business size. You just need to have the right marketing and SEO strategies in place.
In this blog post, we’ve prepared a list of small business branding examples so you can see how these strategies work in practice. But let’s first clarify the term ‘branding.’
Branding is a social selling technique that helps establish a strong connection between brands and audiences, leading to faster lead generation and growing customer loyalty. Notably, 70% of consumers prefer buying from a brand they know.
Whether you offer accounting software to B2B users or have an online retail store, establishing a unique brand is super crucial for all. But why do some companies succeed in branding while others don’t?
According to Pam Moore, one of the most prominent branding specialists, it takes about 5-7 impressions to make users aware of your brand. So, you need to constantly work on promoting your products and services to create a positive connection with your brand, which will help you grow your business.
And when I say ‘constantly work,’ I don’t just mean days and hours. Branding is often about creativity.
After all, it’s creativity that can improve conversion rates for SaaS companies, eCommerce companies, and everything in between.
Here are 12 small business branding examples that will prove that you can build your brand even on a budget if you add some creative approach to the process.
Snov.io is an all-in-one sales and marketing automation platform and a free CRM for your business growth. In the market with so many SaaS companies that offer similar functionality, what makes Snov.io website visitors remember the brand?
First of all, it’s a color palette. While many businesses refrain from using purple and prefer calmer colors for branding design, Snov.io combines the stability of blue with the growth energy of red in one, so the main elements (logo, CTA buttons, headers) look especially attractive.
The landing pages add to the effect. Factual information, animated screenshots of how the functionality works, testimonials – everything points to the company’s credibility.
But what makes prospective customers come back is the possibility of trying the service in real-time – you can try how Snov.io Email Verifier and Email Finder tools work without leaving the website.
Marveta is a digital marketing company that helps other brands grow online. You can definitely expect its branding message to be powerful and innovative. But despite the rigid language targeted at highly professional users, the brand has opted for a friendlier approach.
Marveta’s content tone is engaging and relatable, while the brand logo is a perfect way to describe growth in a minimalist manner. As for the color, they used vibrant blue shades to make their website look approachable yet in style.
And when it comes to social proof, Marveta knows what to do: they feature their partners, so visitors can see the company is worth doing business with.
UnboundB2B is a leading B2B lead generation service company. The brand provides a series of lead generation solutions to businesses, such as account-based marketing, email marketing, and more.
This company is directly targeting the B2B market. Therefore, they have used a simple and clean website layout to attract professional users.
In addition, bright orange and mellow black colors have helped create a professional yet approachable brand identity, while the unique logo and beautiful use of whitespace help accentuate the brand appearance.
Cuebiq is a location intelligence and measurement company that uses data to create an offline customer journey graph for businesses. Their operations might sound confusing, but they mitigate it with a simple branding approach.
Cuebiq prefers to adopt a human-centric brand voice to take the technical edge off. They have placed a dedicated team section on their website to show prospective customers that they will interact with humans, not bots. Meanwhile, their Instagram page abounds in employees’ pictures and company event stories, which helps demonstrate the positive brand culture.
The Cuebiq’s logo highlights the company’s name, while their relaxing blue color tone helps present the company as the one you can indeed rely on.
Like Marveta, Cuebiq’s website includes the section that lists the company’s partners and customers, but they’ve gone further and animated it, which looks brisk and attracts attention.
Now that we’ve provided some SaaS B2B examples, let’s look at B2C inspiring branding examples.
Death Wish Coffee started its way into the market that had already been monopolized by big brands like Lavazza and Nescafé. Since the company doesn’t sell anything unique, it was challenging for them to build a unique brand identity.
But they used a creative approach and made their marketing more brutal than other coffee brands. If you head to the Death Wish Coffee website, you might feel its badass vibe. Unlike other coffee brands that focus on family tone, these guys use strong vocabulary to excite hardcore coffee drinkers.
In addition, Death Wish Coffee is obviously aware that color can improve brand recognition by 80% and has used this concept very well. Bold black, white and red color combinations helped the company build a strong coffee brand image.
Finally, the company fully understands its audience, so they use account-based marketing techniques to target a specific group of coffee drinkers and create audience-centric content.
Ricola is a popular Swiss herbal medicine to treat a cough. And while it seems nothing is interesting about the product, it has caught Elon Musk’s attention enough for him to tweet about the brand.
The company uses a global marketing approach with precise segmentation and personalization. If you open the Ricola website, it will ask you to select your region, and accordingly, you will get a personalized website in your own language, which helps build connections with local users.
In addition, knowing that people are 22% more likely to remember facts if they are a part of a story, the Ricola website tells your stories about their herbal medicine and how they use herbs grown in a natural environment to make cough drops – all against the background of picturesque animated landscapes. That’s how they professionally combine two tactics – storytelling and animation.
About 13% of consumers are willing to pay 31-50% more when they are under the impression that your product or service positively impacts the world. Uzuri K&Y, an African-inspired shoe manufacturer, is just the brand to target this market segment.
The company stands out from the crowd owing to the focus on global issues raised in their main message, such as environment protection, youth education, and feminism, rather than selling shoes.
This helps establish an emotional connection with customers. So, as soon as you approach the stage of looking through the product list, you feel the need to buy it, as this way, you’ll participate in something that improves the lives of others.
Not many people are fans of dental clinics, and it’s hard to be unique when selling dental products.
But SmileLABS have shown that you can also stand out in this business. Instead of popular teeth pics you can find on practically any website of similar clinics, the company offered a totally different approach – they’ve placed large-scale videos of their customers with bright happy smiles and perfectly white teeth.
Thanks to the clear brand logo and name, users will immediately get an idea about SmileLABS and what they offer.
Surly Brewing Co. is a leading beer manufacturing company in Minnesota. The brand voice is bold and communal, yet the company is very creative when it comes to its product descriptions.
On the Surly website, you’ll find a dedicated section called Gives a Damn. This page talks about all that Surly’s team does to give back to society.
In addition, the brand has made an effort to create a transparent customer environment. You’ll get a big popup about the company’s beer-producing process when you open their website.
Imperfect Foods is a food brand founded in 2015 with a unique mission to eliminate food waste and make ugly-looking (in fact, healthy) food better for everyone.
They use creative ideas to justify brand messages they promote on social media platforms.
The website has elements of fun combined with real photos of products, making the goods appealing and brand memorable.
Zonzo is an Australian winery where you can taste exquisite wine and organize your dream wedding. The brand has opted for a whimsical and dreamy vibe to attract wine lovers and people who want to tie the knot in surreal surroundings.
The very name of the brand is memorable owing to the repetition of similar sounds. The brand logo, website content, and color palette are minimal and human-centric. Zonzo uses stunning photos and videos to present its winery to visitors. All the visual elements on the website tempt users to visit this place.
Like Ricola, Zonzo prefers to tell their unique story. And they pepper it all with the rustic charm – just look at the font. Doesn’t it remind you of an old typing machine standing on a wooden desk somewhere in the provincial area?
Adelante is a handcrafted men’s and women’s shoe company from Guatemala that found its niche – they produce hand-made shoes and target consumers with any foot size.
What makes this brand stand out is the human-centric approach. On their website, you’ll see the photo of one of Adelante artisans, Selvin, welcoming you to the store, which proves their product is made BY people and FOR people.
What you’ll also never forget about this brand is how they organize personalized cooperation with prospective customers. You may book personal virtual appointments with Adelante sizing specialists so they can help you find the perfect pair of shoes.
Branding means how others will see your products and services. Thus, you should create a brand identity keeping your target audience in mind. And it doesn’t really matter whether you have a small or big business; having clear brand value can help you a lot.
As you have seen from the examples above, simplicity and clear brand message have helped most businesses to communicate with their customers, while each of the companies added special techniques to make their brand stand out – animation, video content, storytelling, social proof, etc.
Now, get your creative juices flowing and start building your unique brand. Meanwhile, Snov.io will take care of your sales and marketing processes.
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Worth a read! Really brief and to the point!!!