Whether you're a DIY small business owner just getting started or a seasoned entrepreneur embarking on a new adventure, it's never too early to start creating your brand identity. Your business plan must include steps to ensure it's on point and representative of your values. This holds true for businesses of every size, especially indie brands.

Why Is Your Brand Identity So Important?

Your brand identity is a compilation of everything your brand stands for, what you communicate about your products, and how you want people to feel about doing business with you. Basically, it reflects you, your personality, and your promises to your customer base. People want to feel good about engaging with you, whether it’s because of your passion for preserving the planet, the fact that you give back to the community, or another quality entirely unique to your brand.  

Your brand mission can be any number of things, but it must be both consistent and trustworthy. And the identity of your brand should speak to it. Here are four of the most critical considerations for creating your brand identity.

1. Decide on a Hero Product

The hero product of your brand is the item that best represents your brand and what you stand for — it's the one that attracts your core demographic and the one you are most proud to advertise and display. You can always branch out from there with other products to increase your clientele. If you already have an established customer base and product line, your best seller is likely your hero product.

2. Identify Your Target Audience

Who are you trying to reach? Your target audience should be the consumers most interested in what you have to offer. These are the people you want to get your ads in front of. When determining your target audience, a variety of factors comes into play, including age, income, and gender. Once you know the consumers you want to attract, you can tailor your message to them. You can also target this audience where they are most likely to hang out on social media.

3. Set the Right Tone

Use your brand's voice to set the tone for all communications. What you say — and how you say it — matters when you're communicating about your brand. Depending on your target audience, you may wish to use formal language, or you might want to write more personal and inviting copy. Whichever you choose, consistency is key. It's also important to use fonts (and emojis if appropriate) that fit with your brand and the audience you're targeting.

4. Choose a Logo and Color Palette

The logo and color palette you choose are two of the most essential elements of a brand's identity. Have someone with strong design instincts (this could very well be you) create the logo for your small business. It can be anything from a simple shape or monogram to a graphic symbol with text. Think about what you want it to convey. Draw inspiration from your brand's personality, paying special attention to the colors you use.

Colors have the power to stir emotions, so make sure yours do the job. What do you want them to communicate? For example, green conveys peace and health, red expresses excitement, and yellow projects optimism. The right colors can speak volumes about your brand.

Special note: Brand identity is subject to change and typically improves throughout the years, so don't sweat it if you have to make tweaks along the way. Consider your audience, the market, and your competition at every step. Evolve with your target demographic, and enjoy the success that's sure to come.

What are some of the things you consider when building your brand? Please share your thoughts with us on social media. Our small business followers can benefit from your ideas.