Small and medium-sized business face threats from larger players. Digital platforms have provided a level playing field for SMEs to overcome some of the traditional barriers. Many companies are leveraging the new world tools to succeed and reach a wider audience. But having access to the digital variety alone is not a guarantor of success. The fundamentals of the business must remain strong. In the following section, we discuss few building blocks for branding your business.

Clarity of vision

The outcome of all your research yields a clear path to success. Once you see where you want to go, the journey becomes easy. The same must be communicated to your team so all are aligned to achieve the same objectives. Consider regulatory compliance as a priority target for a secure journey.

Competitor research

Even if this exercise takes time, complete it and keep updating it to avoid any surprises. Keep evolving your strengths (as compared to your competition) and move ahead with confidence and diligence.

Logo/Corporate Identity

The logo is a memorable aspect of your brand. The elements of the symbol must be clearly visible. The meaning or motive must come across clearly. The elements of your logo, the colors and the shapes, determine the rest of your visual communication strategy and your website design and layout.

Visual communication

The uniqueness of your brand comes across if you use visuals effectively and memorable. Brands have increased recall value based on their visual strategies and around intelligent conversations.

Value proposition

The messages that go out to the audience must be crystal clear. What you do, how you do and deliver must be clearly communicated in all your messages. It is best to keep it simple and easily understandable.

Marketing outreach

Email marketing nuances must be mastered before you begin mass mailing in search of prospects or customers. Nurture your leads through communication and collaboration. There are many platforms that can help you create graphical email templates. You can also track whether your readers have opened the messages and what content they viewed using link tracking features.


Printed brochures, as well as digital content, are both necessary to reach your prospects. The content must be consistent across all your communication channels. Readers must be able to engage with your brand and be able to contact you through multiple channels.


In a mobile-driven world, it is best to have a responsive website. Such websites are easily accessible on a mobile device. The layout of the website is automatically modified to suit the device on which it is being browsed and to take action with few clicks.

Search Engine Techniques

Website conforming to the technical infrastructure requirements of the search engines are at an advantage. For example, search engines locate the content based on simple factors such as the name of the web page, headings and subheadings of the content, the relevance of the content, file naming conventions, interlinking features of the web page and many more factors. Being compliant and vigilant of evolving standards helps to avoid disruptions.


You can access tools that analyze the traffic of your website: who visited, what they viewed, what links were clicked etc. This data provides you an insight into your strategy and help design better outcomes.

Trade shows

Meet your prospects in tradeshows and industry events. It is worthy and even critical to have face time with your intended audience to understand their needs, desires and concerns. Such meetings result in immediate recognition and enhance the credibility of your brand.

Communication tools

Always have someone take the calls or respond to emails without delays. Several social mediums are available to capture your leads. Have a Contact page on your website, where readers can leave their messages and ask for information. The Smartphone era has opened up instant messaging capabilities and is already being effectively used for business interactions. Digital provides multi-channel advantages.


Professional journeys are best documented through blogs. These communication channels provide your readers an opportunity to be in touch with your thought-leadership. Blogs are easy to maintain and update and increase brand visibility and builds credibility.

Social strategy

Engaging with the external and distant stakeholders must be purpose driven and focused on relevant mediums. A single wrong move can backfire and one correct move can fetch you the benefits. There are several options to build your business reputation based on your business and professional interests.

Lastly, you may have all the tools in the world, but they are still just tools. Business vision, legal compliance, quality processes, customer orientation, service capabilities are paramount to sustain a successful business. In the next blog, we will discuss the legal aspects and responsibilities of owning and running a business.