COVID-19 and your business: 8 Tips to Build your Small Business’ Brand Online

This post was first published in May 2018, but the information may be useful to businesses affected by COVID-19. Please note that some information may not be up-to-date – you can find our latest COVID-19 guides here.

Please click here for Welsh Government’s latest COVID-19 advice for employers.

Your brand will help form the basis of your entire identity, whether that’s on- or offline, so it’s important that you start developing it now rather than waiting for it to fall into place.


If you want your business to be recognisable and reputable, bring in repeat customers, and attract new customers, here’s 8 simple things you can start doing now to build your brand.


Write your brand definition


Start off by writing down some ideas about what you want your brand to say about the business. Think about what you offer, why you offer it, why you’re different and what benefits customers can expect. This will help to guide decisions about all aspects of your brand.


Keep your name consistent

If you have a particular spelling, use of capitals or abbreviation, it’s important that this is the same everywhere your name is used.


For example, we use Superfast Business Wales, SFBW or #Superfastbiz. This keeps our name prominent, consistent and trackable. If someone were to post about #SBW or Super Fast Business Wales, this could create confusion or disconnect for potential customers. It’s also harder to monitor who’s posting about you and where – so start by setting a good example!

Use high-quality logos and branding


Whatever your logo, colour scheme, graphics or particular design, make sure this is used on all of your online platforms such as your website, social media, blog, videos or any other touch points.


Visual indicators are a quick, easy way for customers to know that they’ve landed on the right page or site.


Have a tag line, phrase or key summary


If it isn’t immediately obvious (or even if it is!) what your business does from its name, it could be useful to have a tag line or phrase to use on your marketing materials and platform.


By having a succinct summary for your business, it will be easy for potential new customers to identify what you do and set you apart from competitors.


Develop a consistent tone of voice


You should think of your brand as an identity or person. How would they speak?


Decide how you want your brand to communicate with your customers as this consistent voice will help reinforce your ‘character’ and ensure all staff members are ‘on brand’.


Don’t be afraid of change


Although you shouldn’t look to change your brand frequently or at the drop of a hat, it’s important that you review your brand occasionally to make sure it’s current and still relevant. It may be pertinent to make tweaks as your business grows and develops.


Don’t mimic the look of bigger brands


It’s important that you develop your own distinct brand. Trying to replicate a larger brand is likely to make you look unprofessional, unoriginal and devalue your business.


Be proud of your brand. By creating something original and authentic, you can help customers create a deeper connection with you and encourage them to support smaller businesses over bigger competitors.


Consider your branding in everything you do


Your branding isn’t just about how your business looks – it is part of everything you do!


Consistently referring to your brand definition and making it a core part of the business will help you ensure that every employee knows your goals, persona and what you stand for.


Wondering how you can push your brand out further online?

Register for the free Digital Marketing workshop with Superfast Business Wales.

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