Business Type Indie Rest. Manage Marketing Operations Tips & Trends 3 min read

6 top dos & don’ts for building a small business’ brand.


When you run a small business – whether it’s a grocery store, convenience store, or restaurant – it’s important to craft your brand and understand what it takes to create a strong logo and strategy. Not only will it help you stand out from the competition, it’ll also make your business look as good as the offerings. We’ve gathered a few of our favourite dos and don’ts to help you enhance your brand and get started on creating an iconic logo of your own. 

  1. DO make a name for yourself. 
  • Your business’s name will be one of the first things a customer sees and remembers, meaning you should be mindful of what your business’s name is putting out there. For example, if a restaurant only serves Italian food, an Italian name would be on brand, but it could also bring in more dough for the business as it gives customers a clear idea of what’s on the menu. 
  • On the other hand, businesses with personal names, such as Disney, Ben & Jerry’s, or Harvey’s, connect to audiences on a more emotional level and create a bit more of a personal touch to the brand. 
  1. DON’T ignore the importance of your logo. 
  • A strong logo can go a long way with building a memorable brand identity. It should be simple, with a clear typeface to become an icon that people remember. 
  • Make sure you choose the right designer for the job. Don’t just pick the person that’s first on your list.
  • If you already have a logo, keep it consistent everywhere. That means on your website, on your menus, and everything in between.
  1. DON’T forget the key is the right consistency. 

The more cohesive your brand is, the more recognizable you are. It’s how you get noticed and ultimately attract new customers. Here are a couple of points to nail down when it comes to keeping your brand strategy consistent across the board.

  • Define what you do and who you do it for: What kind of customers do you want? What are their interests, and why do they want to order from your business?
  • Define what makes you different. What’s unique about your product compared to what’s on the market?
  • Continue to re-evaluate as your business’s brand will likely evolve. The best way to ensure it grows naturally is to understand how your customers resonate with your brand. Can you do anything to improve the guest experience?  What can you do to increase brand awareness with new customers? 
  • A unified brand presence lets your business steal the show from your competitors and sends a clear message to consumers about what you have to offer. Some businesses have a full uniform with branded colours and a logo, and create a branded menu with photos, and creative names for their dishes that fit with their brand’s tone of voice. 

You’ve worked hard to grow your business, now it’s time to enhance it. Check out our guide to creating game-changing social media here

  1. DO find your voice.

The power of a great brand voice affects every part of your business. It’s how your customers relate to you, it’s how you communicate your unique offerings, and it creates a better connection with your audience that guides their experience with your brand.

  • Voice and tone are an integral part of your brand’s image, so it’s important to know what kind of impression you make on customers.
  • The connection starts by how you define yourself with your business’s mission and values. 
  • Brand voice builds credibility and allows your customers to connect well with your brand, ultimately building trust and loyalty. 
  1. DO create a mission statement: 

Whether you’re just opening a restaurant, or your business has been around for a while, it’s crucial to define your mission statement as it will give you an anchor to the reasoning for everything behind your business. 
5 simple questions your mission statement should answer: 

  1. What’s your story?
  2. What type of business are you? A restaurant? Food truck? A convenience store?
  3. What products do you have? 
  4. What are you doing it all for? 
  5. What’s your plan for achieving your mission statement? 

Take a few minutes to reflect on what you are passionate about and digest what makes your business unique in the marketplace.

  1. DO identify your position in the space.

Seeing where your business fits in a crowded space is often determined by the food or product, and ambiance. However, there are other factors that make a customer want to come back again and again.  

  • Many businesses are often competing for a similar customer base, so if you don’t have a clear understanding of where you fit in, neither will your potential customers.
  • Determining your position as a small business owner comes down to considering the convenience, location, price, and atmosphere of your business, and what makes it special in the market space. 

And there you have it! If done right, this helping of the dos and don’ts for brand logo and strategies can build trust with your current customers and help bring in new ones.

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