Apart from your products, branding is one of the most important part of your small business. Branding is not just the visual features that customers see from your business; it is the whole public face of your brand. It lets your customer know who your business is, your values and your personality, and helps them to identify with your brand. Branding is what will grab customers’ attention, convince them to buy from your business and keep them loyal to you. It can make or break customer relationships.
Purposeful branding is the strongest tool that you have as a small business owner, because it gives you control over customers’ perception of your business.
Not sure how to start defining your brand? It can be super overwhelming, so we’ve broken down some of our best tips to make sure you’re reaching your audience.
Figuring out who your brand is, and who you want your brand to be is an important step in your branding process. If you don’t have a clear vision of who you are, you can’t communicate effectively with your customers. Being able to connect with your brand’s values is a huge factor in building trust for consumers. Taking the time to develop a strong brand identity now will help you so much in the future, and is essential to growing your business.
Ok, so now your customers know who your brand is and what you stand for. It’s time to start giving your brand a personality! For some brands, this will come naturally with their brand identity, while for others it’s an intentional process. Either way, it is worth taking the time to ensure that the personality you’re putting out into the world aligns with your brand, because it will determine whether a lot of your potential customers can identify with your brand.
*Top tip: Consciously listing your brand’s personality traits will give you a good framework to make sure your content is on brand
We cannot stress the importance of this step enough… you NEED to do some market research and find your target audience. We know, we know, research is boring, but it is essential if you want to find your niche within your industry. There is no such thing as a saturated market, you can always add more and take things beyond your competitors with a little elbow grease.
Why is it so important to find your niche? Your niche is your audience – It’s the consumer space where your content will have the most impact, where your product will sell, and where you can connect with customers to build relationships and loyalty! The content you post, and any tags you use to reach your audience, should be aimed directly towards reaching your niche.
You need to do some market research to find your niche, but we promise it is so worth it to get the most out of your brand content. Your niche is found within your target market, so you need to pay attention to who is buying your product. To be even more effective, identify your direct competitors and pay attention to who’s buying from them. This helps you find your niche to target your content towards a specific audience, and can help you identify your unique selling point (USP), to help you compete better with existing makers in your industry.
As a small business owner, your brand is a reflection of you. For consumers to trust your brand, they need to know that they can trust you too. One of the key things that sets small businesses apart from large corporations is that consumers can see who they are buying from and can connect with the seller on a personal level. So, you need to be present on your business’ website and social media. Some great ways to do this include:
Once you’ve built a strong branding foundation that will help you reach customers who identify with your brand, it’s time to start thinking about your visual branding. Having a consistent brand across all your digital offerings, including your website and all your social media channels, makes it easier for your customers to find you online and is key to establishing brand loyalty. Keeping this consistent with your physical stall branding will also help customers identify you online after they discover you at The Market Folk markets!
Now let’s tie this all back into your market stall and how we can translate this to a physical sale at a market event.
By now you’ve got a pretty good idea of your brand’s identify, colour palette and voice. You’ve been researching your customer niche and you know what sets you apart from others.
How can we apply all this to your market stall? Make sure to:
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The Market Folk would like to acknowledge the traditional owners of the land in which our events take place on - The Turrbal and Yugara people. On behalf of our community of small businesses we want to pay our respects to the elders past, present and emerging. Always was, always will be Aboriginal Land.
© 2021 THE MARKET FOLK