Whatever products or services your company offers, marketing them through the lens of a uniquely appealing brand is essential to long-term success. Although for some small business owners, branding may be low on the to-do list after financial planning, product quality control and more, how your company defines and presents its brand can play a surprisingly important role in its appeal and longevity. Whether you’re looking to rework your company’s current brand, strengthen your image or craft an image in the first place, there are a few fundamental steps you need to follow in finding and defining your distinctive brand identity.

First, Identify Your Target Demographics and Do Some Research

Before you can start crafting a unique brand, you need to understand your audience. Who are you marketing to, and what are your usual customer demographics? Once you understand these target demographics, you can start doing some research. What other companies are marketing to these demographics, which aspects of their brands are most appealing and what’s different and special about your company that you can uniquely offer?

Next, Consider Which Marketing Channels Would Best Suit Your Products and Services

After identifying your customer demographics and narrowing down your special features, you may want to consider which types of marketing channels are best suited to your message. Simply marketing in the right places can draw more potential customers’ attention and highlight your products and services in a way that supports and reinforces your brand. Some of the most popular social media marketing channels today, for instance, include:

• Instagram
• Twitter
• Facebook
• Snapchat

Narrow Down Your Narrative and Remain Consistent in Your Messaging

The final piece of the brand identity puzzle is finding the right narrative for the company and staying on-message. Unfortunately, mixed messages or confused branding may weaken consumer interest and even cause the company to lose business. Once you know what identity you want to promote, make sure to remain consistent in your messaging at all times, whether in online ads, company memos or printed storefront posters.

Although it might not receive as much attention as certain other aspects of running a business, distinctive and effective branding is crucial in a company’s longevity and consumer appeal. If your company is still struggling to find its brand footing, or if you’re hoping to rebrand soon, make sure you work through these key steps to find, define and then market your unique brand identity.