Guest Post: How can branding help small businesses to carve genuine connection with customers?

Effective branding is the gateway to establishing credibility and designing the identity of your small business. Here are five reasons to focus on customer relationships in your branding campaign.
Alma Causey
March 29, 2023

In today’s world, if you want to run a successful business, you have to grab the attention of your customers and win their trust through effective branding. However, when it comes to branding, small businesses are at a disadvantage. Larger companies have massive budgets at their disposal, compared to the small entities that are usually tight on spending. It’s even more important for them to build trust with their customers through smarter branding.

According to MarketingNutz, a person will see the brand image five to seven times before they start recalling it. Therefore, your primary duty is to ignite your light through marketing. Let people notice your brand through a logo, distinct value, and compelling adverts. This is what branding is all about. It is the way you:

  • Let prospects know their interests
  • Establish credibility
  • Achieve marketing objectives
  • Design your identity

There are several measures you can execute to help your business stand out and grab customers. While a great product, customer service, and hard work have legit value, branding can help define a personality for your endeavors.


Apart from branding to promote your business, another task in hand is to establish a connection with prospects. As reported by Customer Thermometer, when customers feel a positive vibe from a brand, they are more likely to buy from them. Knowing that a business cares, listens to you, and responds whenever possible; is a huge factor in establishing this bondage. 

In case you are still fuzzed up about carving a customer relationships campaign, here are 5 reasons to convince yourself.

1. Consumer connection breeds loyalty

Harvard Business Review stated that customers who have developed a bond with businesses are 50 percent more valuable than the highly satisfied customer. They are more likely to make repeated purchases even if the rival products are overwhelming the market shares. For instance, a loyal Samsung user will continue to buy its products despite the Apple products garnering massive consumer attention.

There are various marketing tactics that companies deploy to improve brand loyalty. It includes providing stellar customer service, crafting a strong branding story, community building, and much more. In layman terms, it is all about working at your optimal capacity. 

The more sugar you put in, the sweeter your bonding becomes!

2. Customers turn into brand advocates

Essentially, brand advocacy means that people who love your brand will support your company. They tend to promote your product/service to new customers organically. It boosts the visibility of your brand without burning a hole in your pocket.

It seems a plausible option to turn consumers into brand ambassadors rather than spending on paid promotions. A Neilsen study states that peer-to-peer marketing is the leading driver behind 20-50% of all purchasing decisions.

The athletic apparel brand, Outdoor Voices, was quick to realize this. Their social pages regularly feature material from their brand community—no wonder why companies are working hard to evolve their social media SEO.

Hence, when starting your small business, figure out all the ways to keep your customers happy. If they choose your product/service and love your company, they will go above and beyond recommending it to their fellows. 

3. Your company earns a competitive edge

A product, in itself, is not compelling. It is the convincing ability of the brand that influences sales. Even if your setup is small, remember that international companies are only a click away from the prospects. You are no longer competing on a local stage. Right now, it would help if you made an emotional connection with people, so they make the decision you want them to make.

For example, Apple’s “Think Different” slogan and Nike’s “Just do it” slogan make us feel a certain way. They strike emotional chords with their audiences.. This enables them to build the right connections with the right people. 

Eventually, such companies seize recognition that sets them apart from similar entities.

4. Your values hit the like-minded audience

Highly successful companies have well-established values and visions. Smaller brands, on the other hand, can adopt a more casual approach while developing a core set of principles. Customers have a strong impulse to follow your brand because they share your values.

Your beliefs play a larger role in gaining public attention, as compared to your promotional campaign. But the way you do this is entirely up to you. Some brands come up with different campaigns, while others prefer a subtle approach. 


This “Eat Fresh. Eat Local” tagline engraved in the logo of Columbia Farmers Market is an example of how a brand weaves its value in the logo.

5. It leads you to new directions

Branding allows a small business to explore new dimensions. They discover new avenues and develop proximity to their prospects. For instance, when you plan to introduce a new product/service, there is no need to brood long and hard over a decision. It is often easy and less expensive to add new products or test them before you invest further.

Given that you have a trustworthy customer base, they will show interest in the new product/service, and even anticipate the release. Later, they provide their feedback and expect you to make amends. 

Often, you must rely on customer opinions about modifications. Such as, when you get a new logo design company on board, you can ask your customers to comment upon the new designs. It spikes their interest and helps them understand their worth for brand authorities.

Wrapping it up

There are ways that branding can shape the way your customers think about you. Bear in mind that it is not about the experiences you want to create. Instead, it is about the experiences they are looking for. Your first job is to define your values. Next, you must move on to create personal and emotional connections with your customers through interaction and content. 

When you start delivering on the promise, your small venture will start reaping tremendous rewards.

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