How to Build An Iconic Brand as a Small Business

GUEST POST: Cynthia Maselli, Owner & CEO of The Brand Strategist

Building a successful business isn’t just about having a great product or service. It's about creating a brand that resonates with your audience and uses strategic marketing to build long-term loyalty. 

As a brand and business strategist, I work with businesses to develop an iconic visual brand presence and key business strategies that increase visibility and cultivate trust and recognition. Strong brands don’t just happen; they are intentionally built from the ground up.

Here are a few key insights that every business owner can use to help evaluate their current brand: 

Let’s start with branding first. 

Before we can discuss marketing, we must first discuss branding. 

A brand is the perception in the consumer’s mind about a product or company. This is where brand identity enters the conversation. Brand identity is the visual and verbal representation of a brand. But it all begins with a well-defined brand core. 

The brand core is the essence of the brand. 

This includes the brand story, its mission, core values, and unique selling proposition, to name a few. Once this foundation is established, the brand strategy (big vision) can be defined, and the marketing strategies (long-term) and marketing plans (short-term) can be implemented to carry out the brand strategy goals. These words are often used interchangeably, but the clear distinction and application with understanding are key to the brands we see with long-term growth and sustainable success. 

Once the brand is clearly defined, the visuals for the brand identity can be designed. A brand’s logos, colors, tone, photography, etc., should directly reflect the brand core and be cohesive across every aspect of the business.

I’ve worked with businesses that started from scratch and with an international corporation that housed four established and successful brands. Time and time again, I see that business success comes down to the seemingly smaller details, plus consistency, which gives a brand leverage over its competitors.

Brand assessment: 

• Does your brand have a clearly defined brand core? 

• Do you have a strong, cohesive, and consistent visual presence? 

• Is there consistency with branding across all areas of your business?

Now, let’s move on to marketing. 

Marketing is designed to appeal to your target audience to drive sales. This is where your brand's messaging is communicated to consumers through marketing campaigns. 

When the ‘who’ and ‘what’ are clearly defined (brand core), marketing becomes the ‘how’ for turning your services/products into profitable revenue for the business. The demographics for your target audience are used in the development to create awareness of your brand and interest in your particular service/product, cultivate a desire that creates a “must-buy” action, and turn sales into customer loyalty. 

Focus on understanding your ideal customer and creating targeted campaigns that speak to their needs in a personalized and relevant way. 

The method you choose to reach your target audience will be largely based on knowing who they are. This will help determine price points and the best and most effective ways to reach your potential customers, whether through social media, email marketing, influencer marketing, print ads, experiential events, and so on. 

Marketing assessment: 

• Do you have a clear understanding of your target audience?

• Are you clear on the messaging and methods your target audience will best respond to?

• Have you evaluated your customer service experience from the point of purchase to post-purchase support? 

Which brings us to customer service and experience. 

In a world where businesses compete for attention, providing exceptional customer service and creating memorable experiences can be your biggest differentiator. 

When businesses make customer service a central part of their brand, it can be a game-changer. A positive experience, from the first interaction to post-purchase support, builds trust and creates loyalty with customers who are more likely to refer others. 

At The Brand Strategist, we make customer service a top priority. 

Every touchpoint with our customers—in person, online, or over the phone—reflects our brand’s values. We strive to go above and beyond to not only create iconic brands and stunning websites but also develop marketing and business strategies to help our clients’ revenue soar. 

For service-based businesses, the experience is often what customers remember the most. In our experience, word-of-mouth is still the most powerful (and free!) marketing tool we have today.

Customer service & experience assessment: 

• What is the customer experience like for your business? 

• Have you recently assessed the experience of navigating through your website?

• Is it cluttered, or is it easy and appealing to look through? 

• When a customer checks out on your site, what communication do you have (e.g., automated emails)? 

• Is there an opportunity for customers to give you feedback/testimonials? 

And lastly, the final key to brand success in the ever-changing business landscape is… 

Adaptability and resilience of its leadership. 

As business owners, we know the landscape is always shifting—trends, technology, customer behavior, and even global events affect our business to some degree. Being adaptable means staying open to change and continuously evaluating how your business can evolve to meet new demands. Resilience is about bouncing back when faced with challenges and staying focused on long-term goals, even with unexpected setbacks. 

Successful iconic brands are those that can adapt and persevere through any challenge or season. 

By staying focused, flexible, and committed to your brand's core, you are best positioned to thrive, regardless of the obstacles you face. 

ABOUT THE AUTHOR

Cynthia founded The Brand Strategist, quickly establishing a loyal client base through referrals, drawing on her expertise in branding, marketing, web design, and strategic insight. With nearly 20 years of experience working with both small businesses, nonprofits and global corporations, her proven track record and dedication to client success set her apart in a competitive industry.