Are you a female business owner working on your new business? Do you have great ideas and plentiful passion, but need direction on growing your business?
According to Guidant Financial, 56% of women owned small businesses report profitability overall, usually only after the first two or three years of operations. This number trickles down to 40% when small businesses owned by men are taken into account. In a 2023 article by Forbes, it is stated that women founders are more likely to build businesses that generate more revenue, create higher job growth and execute their plans better. One of the major reasons for this success is marketing. In 2024, 32% of women business owners planned to invest in marketing.
In 2024 and 2025, marketing has expanded beyond an internal program for businesses to showcase their products, brands, and likeness. Music, personas, ideas, and themes are now being marketed. People are craving relatability and specific connection; businesses must market to reach an audience that best fits that person or business's needs. It is now an enterprise of social movement. Marketing and brand toning create legitimate communities around your business or persona. Depending on your objectives, market research can provide that niche audience, moving them towards your product in an efficient and sustainable way.
Have you thought about the messages you send to your client through websites?
How your business is marketed is in direct correlation to the ways in which communities relate to, look up to, or feel excited about your business's motives. Finding and sticking to your brands voice is a way to enhance the likelihood of business survival. Consistent colors within your website and memorable logos can create a satisfying appeal to certain customers. The more specific the customer orientation, the more specific you can be with your tone and design. Even within your own voice, visual appeal can enhance the tonality of your brand's expression.
The first basic steps in brand marketing are figuring out your business's ultimate mission. Once you have your purpose down, think about an ideal target audience. Who are the types of people that you want to flock to your website? Who are the people with whom you want expansive and loyal connections?
Got it? Okay.
Looking at and analyzing other businesses that are similar to yours can help you to create an original tune to your brand's melody. Write down some similarities of those businesses and ways in which yours can differ. This will drastically help in making your business stand out. This task may seem irrelevant but it is a game changer in the making of a brand. Without clarification and intention, the brand will waver in the wind and fall.
Creating a compelling brand name, logo and keeping a consistent color design or art decorum for a website will also help with customer retention. Familiarity mixed with originality is what keeps a customer coming back, what keeps them talking about your business, and what keeps them recommending you to others. For example, if your brand's mission is to create accessories for musical instruments that relate to or are for the LGBTQ Gen Z community, your logo could be a guitar with strings the color of the rainbow flag and your website art could contain reflections or drawings of mystical creatures typically associated with queerness. The colors on your website would either match with the colors on your logo or reflect two or three colors that remain steady. Both of these combined as well as all of the other artistic and graphic details would consist of your brand image. Keeping these as persistent as possible is principal.
Brand voice intertwines with the brand's visual appeal. Having personality behind your tone and continuing to use this voice will help customers to remember your business. That voice will help them to connect with the person behind the screen. It is always helpful to bond your voice and visuals to a rhythm that complements each other.
These basic principles are an integral part of getting your brand off the ground, into a market, and then maintaining that success. The small details behind consistent visuals, patterns, themes and tone are what help to clarify the mission of your brand to customers. Plus, with intention and clarification, you will always feel a pure sense of connection to your own brand.
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