{"id":26263,"date":"2022-11-03T10:40:39","date_gmt":"2022-11-03T07:40:39","guid":{"rendered":"https:\/\/affise.com\/?p=26263"},"modified":"2025-07-17T20:55:58","modified_gmt":"2025-07-17T17:55:58","slug":"small-business-branding","status":"publish","type":"post","link":"https:\/\/affise.com\/blog\/small-business-branding\/","title":{"rendered":"10 Small Brands Who&#8217;ve Made a Big Impact (and what we can learn from them)"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"26263\" class=\"elementor elementor-26263\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-bae6bc9 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"bae6bc9\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-b981960\" data-id=\"b981960\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-3a96e07 elementor-widget elementor-widget-text-editor\" data-id=\"3a96e07\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.20.0 - 13-03-2024 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<p><span style=\"font-weight: 400;\">If you\u2019re stuck on how to start or grow your <\/span><span style=\"font-weight: 400;\">small business<\/span><span style=\"font-weight: 400;\">, getting your branding and <\/span><span style=\"font-weight: 400;\">brand identity<\/span><span style=\"font-weight: 400;\"> right is key. For many small brands and <\/span><span style=\"font-weight: 400;\">startup<\/span><span style=\"font-weight: 400;\"> businesses \u2013 especially those that want to stay small \u2013 the definition of growth, impact, and success will depend on what their goals are.<\/span><\/p><p><span style=\"font-weight: 400;\">From focusing on direct consumer strategies to reach their <\/span><span style=\"font-weight: 400;\">target market<\/span><span style=\"font-weight: 400;\"> and <\/span><span style=\"font-weight: 400;\">potential customers<\/span><span style=\"font-weight: 400;\"> to trying out interactive marketing, the <\/span><span style=\"font-weight: 400;\">successful brand<\/span><span style=\"font-weight: 400;\"> examples we\u2019ve highlighted in this article have all pushed their boundaries and come up with the goods \u2013 most while remaining independent, keeping it small, staying true to their ethos, and focusing on <\/span><span style=\"font-weight: 400;\">brand consistency<\/span><span style=\"font-weight: 400;\">.<\/span><\/p><h2><span style=\"font-weight: 400;\">Why small business branding matters?<\/span><\/h2><p><span style=\"font-weight: 400;\">If you\u2019re a <\/span><span style=\"font-weight: 400;\">small business<\/span><span style=\"font-weight: 400;\">, <\/span><span style=\"font-weight: 400;\">brand building<\/span><span style=\"font-weight: 400;\"> should be a key focus of your <\/span><span style=\"font-weight: 400;\">brand marketing strategy<\/span><span style=\"font-weight: 400;\">. Having a <\/span><span style=\"font-weight: 400;\">strong brand<\/span><span style=\"font-weight: 400;\"> among your <\/span><span style=\"font-weight: 400;\">target audience<\/span><span style=\"font-weight: 400;\"> can help you save money and time in the long run, meaning you can invest in the things that matter. Savvy <\/span><span style=\"font-weight: 400;\">small business owners<\/span><span style=\"font-weight: 400;\"> know that by developing a <\/span><span style=\"font-weight: 400;\">brand voice<\/span><span style=\"font-weight: 400;\">, building a <\/span><span style=\"font-weight: 400;\">brand identity<\/span><span style=\"font-weight: 400;\">, choosing a memorable <\/span><span style=\"font-weight: 400;\">company name<\/span><span style=\"font-weight: 400;\">, and focusing on the right marketing activities, whether that\u2019s <\/span><a href=\"https:\/\/elements.envato.com\/lp\/create\/social-media-templates\/\"><span style=\"font-weight: 400;\">social media marketing<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><span style=\"font-weight: 400;\">partnerships<\/span><span style=\"font-weight: 400;\"> or <\/span><span style=\"font-weight: 400;\">SEO<\/span><span style=\"font-weight: 400;\">, they can ensure they\u2019re brand is more recognizable.<\/span><\/p><h2><span style=\"font-weight: 400;\">How do I brand myself as a small business?<\/span><\/h2><p><span style=\"font-weight: 400;\">If you\u2019re looking for <\/span><span style=\"font-weight: 400;\">brand building<\/span><span style=\"font-weight: 400;\"> ideas, start with what your business already has: your <\/span><span style=\"font-weight: 400;\">brand story<\/span><span style=\"font-weight: 400;\">, <\/span><span style=\"font-weight: 400;\">visual identity<\/span><span style=\"font-weight: 400;\">, offering, and point of difference. Then, look at the <\/span><span style=\"font-weight: 400;\">best brands<\/span><span style=\"font-weight: 400;\"> working in the same or similar space, with similar company values, or with a similar product from a different angle. Whether you\u2019re new on the scene or looking to <\/span><span style=\"font-weight: 400;\">rebrand<\/span><span style=\"font-weight: 400;\"> your business, analyzing what other brands are doing is one of the best ways to better your own <\/span><span style=\"font-weight: 400;\">brand guidelines<\/span><span style=\"font-weight: 400;\">.<\/span><\/p><p><span style=\"font-weight: 400;\">You should also look at your <\/span><span style=\"font-weight: 400;\">target market<\/span><span style=\"font-weight: 400;\">, and develop an understanding of what they look for in a <\/span><span style=\"font-weight: 400;\">strong brand<\/span><span style=\"font-weight: 400;\">. This can influence everything from the language you use in your <\/span><span style=\"font-weight: 400;\">tagline<\/span><span style=\"font-weight: 400;\">, to your <\/span><span style=\"font-weight: 400;\">graphic design<\/span><span style=\"font-weight: 400;\">, <\/span><span style=\"font-weight: 400;\">fonts,<\/span><span style=\"font-weight: 400;\"> and <\/span><span style=\"font-weight: 400;\">style guide<\/span><span style=\"font-weight: 400;\">. Finally, once you\u2019ve developed your <\/span><span style=\"font-weight: 400;\">brand strategy<\/span><span style=\"font-weight: 400;\">, either <\/span><span style=\"font-weight: 400;\">in-house<\/span><span style=\"font-weight: 400;\"> or with a <\/span><span style=\"font-weight: 400;\">branding agency<\/span><span style=\"font-weight: 400;\">, it\u2019s time to apply it across touchpoints from your <\/span><span style=\"font-weight: 400;\">website design<\/span><span style=\"font-weight: 400;\">, <\/span><span style=\"font-weight: 400;\">homepage,<\/span><span style=\"font-weight: 400;\"> and other ecommerce channels, to your packaging and <\/span><span style=\"font-weight: 400;\">business card<\/span><span style=\"font-weight: 400;\">.\u00a0 Creating business cards that reflect your brand identity can also help you make a lasting impression with potential clients and customers. Consider using a <a href=\"https:\/\/www.brandcrowd.com\/business-card-maker\">business card maker<\/a> to design cards that showcase your brand personality and stand out from the competition.<\/span><\/p><h2><span style=\"font-weight: 400;\">10 best brands with a killer brand strategy<\/span><\/h2><p><span style=\"font-weight: 400;\">The brands we\u2019ll look at all have one thing in common: they have a clear aim and they\u2019re sure of exactly where they sit in the market and what that means for their <\/span><span style=\"font-weight: 400;\">brand strategy<\/span><span style=\"font-weight: 400;\">. From the <\/span><span style=\"font-weight: 400;\">brand logo<\/span><span style=\"font-weight: 400;\"> to the <\/span><span style=\"font-weight: 400;\">brand message<\/span><span style=\"font-weight: 400;\">, taking some of your <\/span><a href=\"https:\/\/elements.envato.com\/learn\/branding-tips\"><span style=\"font-weight: 400;\">branding tips<\/span><\/a> <span style=\"font-weight: 400;\">from what they\u2019ve got right is a good place to start. Without further ado, here are 10 <\/span><span style=\"font-weight: 400;\">small businesses<\/span><span style=\"font-weight: 400;\"> making a big impact.<\/span><\/p><h3><strong>1. Minor Figures<\/strong><\/h3>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-57b6c87 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"57b6c87\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-5bc8dbe\" data-id=\"5bc8dbe\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-e4a873d elementor-widget elementor-widget-image\" data-id=\"e4a873d\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.20.0 - 13-03-2024 *\/\n.elementor-widget-image{text-align:center}.elementor-widget-image a{display:inline-block}.elementor-widget-image a img[src$=\".svg\"]{width:48px}.elementor-widget-image img{vertical-align:middle;display:inline-block}<\/style>\t\t\t\t\t\t\t<figure class=\"wp-caption\">\n\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"1175\" height=\"825\" src=\"https:\/\/affise.com\/wp-content\/uploads\/2022\/10\/minor-figures.png\" class=\"attachment-large size-large wp-image-26269\" alt=\"minor figures\" \/>\t\t\t\t\t\t\t\t\t\t\t<figcaption class=\"widget-image-caption wp-caption-text\">Source (instagram.com)<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-95a0856 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"95a0856\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-4cb9420\" data-id=\"4cb9420\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-6efef36 elementor-widget elementor-widget-text-editor\" data-id=\"6efef36\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Originally a specialty coffee company, Minor Figures burst into the cafe scene in a big way with the introduction of its barista-style oat milk. The company is carbon neutral and all its products are 100% vegan \u2013 and there\u2019s quite a suite of them, from oat milk and canned specialty brews <\/span><span style=\"font-weight: 400;\">including black coffee, oat mocha, and matcha latte<\/span><span style=\"font-weight: 400;\">, to merchandise and apparel. Since starting the businesses in a microbrewery in East London, Minor Figures\u2018 three co-founder <\/span><span style=\"font-weight: 400;\">entrepreneurs<\/span><span style=\"font-weight: 400;\"> have taken their plant-based products US and beyond (it\u2018s now stocked in Whole Foods).<\/span><\/p><p><span style=\"font-weight: 400;\">The key to the success of Minor Figures is not just being a high-quality brand that\u2019s found itself an <\/span><span style=\"font-weight: 400;\">ideal customer<\/span><span style=\"font-weight: 400;\"> base of health and environmentally conscious consumers; it\u2019s its <\/span><span style=\"font-weight: 400;\">strong brand identity<\/span><span style=\"font-weight: 400;\">. From the quirky illustrated <\/span><span style=\"font-weight: 400;\">logo design<\/span><span style=\"font-weight: 400;\"> to the recognizably muted <\/span><span style=\"font-weight: 400;\">color palette<\/span><span style=\"font-weight: 400;\">, the <\/span><span style=\"font-weight: 400;\">brand positioning<\/span><span style=\"font-weight: 400;\"> of Minor Figures evokes urban, aspirational, and fun in everything it does. This includes <\/span><span style=\"font-weight: 400;\">social media marketing<\/span><span style=\"font-weight: 400;\"> and<\/span> <span style=\"font-weight: 400;\">web design<\/span><span style=\"font-weight: 400;\"> featuring animated elements and illustration,<\/span><\/p><h3><strong>2. Stone &amp; Wood Brewing Co.<\/strong><\/h3>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-0f5b387 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"0f5b387\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-6397375\" data-id=\"6397375\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-9e4cc3e elementor-widget elementor-widget-text-editor\" data-id=\"9e4cc3e\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Established in 2008, Stone &amp; Wood Brewing hails from Byron Bay, on Australia\u2019s east coast. While it started small, <\/span><span style=\"font-weight: 400;\">target customers<\/span><span style=\"font-weight: 400;\"> can now find this brand and its iconic Original Pacific Ale on taps around the world. For those lucky to be closer to the brand\u2018s home, there\u2019s still a big focus on limited release, small-batch brews throughout the year. Historically, creating a community and <\/span><span style=\"font-weight: 400;\">customer experience<\/span><span style=\"font-weight: 400;\"> has been key to the brand\u2019s ethos, appeal, and growth.<\/span><\/p><p><span style=\"font-weight: 400;\">But though the brand remains proudly local and true to its down-to-earth values, it made some key changes after realizing relying on organic <\/span><span style=\"font-weight: 400;\">social media marketing<\/span><span style=\"font-weight: 400;\"> wasn\u2019t doing enough to nurture a direct-to-consumer <\/span><span style=\"font-weight: 400;\">marketing strategy<\/span><span style=\"font-weight: 400;\">. So, Stone &amp; Wood looked to improve its <\/span><span style=\"font-weight: 400;\">digital marketing<\/span><span style=\"font-weight: 400;\"> and overhaul its<\/span> <a href=\"https:\/\/affise.com\/blog\/ecommerce-growth-strategies\/\"><span style=\"font-weight: 400;\">eCommerce strategy<\/span><\/a><span style=\"font-weight: 400;\">, using Shopify to improve its sales platform.<\/span><\/p><p><span style=\"font-weight: 400;\">Stone &amp; Wood\u2019s Direct to Drinker and <\/span><span style=\"font-weight: 400;\">E-Commerce<\/span><span style=\"font-weight: 400;\"> Leader, Steve Blick, recently explained one of the <\/span><span style=\"font-weight: 400;\">startup<\/span><span style=\"font-weight: 400;\">\u2019s key tactics in improving emails to their mailing list was prioritizing segmentation, and then targeting specific customer groups. From here, the brand looked at introducing welcome emails as well as a newsletter from their Beer Club &#8211; which in turn, offers access to limited edition beers, discounts on events, and exclusive content for a monthly membership fee.<\/span><\/p><h3><strong>3. Bookshop.org<\/strong><\/h3>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-166054a elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"166054a\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-b2b9a64\" data-id=\"b2b9a64\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-b55a222 elementor-widget elementor-widget-text-editor\" data-id=\"b55a222\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><a href=\"https:\/\/bookshop.org\/\"><span style=\"font-weight: 400;\">Bookshop.org<\/span><\/a><span style=\"font-weight: 400;\"> is an online bookshop that attempts to bridge the gap between the accessibility of online retailers and independent, brick-and-mortar bookstores. It launched in early 2020 in the United States and has since arrived in the UK. At the time of writing, the <\/span><span style=\"font-weight: 400;\">small business<\/span><span style=\"font-weight: 400;\"> had generated \u00a32 million and counting for local bookshops.<\/span><\/p><p><span style=\"font-weight: 400;\">Using Bookshop.org, customers get a typical <\/span><span style=\"font-weight: 400;\">ecommerce<\/span><span style=\"font-weight: 400;\"> transaction experience: they select a book, add it to the cart and get their book delivered. However, the profit of the sale is split between Bookshop and the independent retailer the book has been sold from. Independent stores can also curate their own virtual shop front with Bookshop, providing images and biography, and selecting what stock to promote. In exchange, independent stores harness Bookshop as an online alternative if they can\u2019t get to their physical store. A win, win, right?<\/span><\/p><p><span style=\"font-weight: 400;\">The key to the success of this <\/span><span style=\"font-weight: 400;\">start-up<\/span><span style=\"font-weight: 400;\"> is relying on organic word of mouth promotion within the existing publishing ecosystem. It deliberately decided not to become an industry disrupter (like its predecessor and main competitor, Amazon) but an industry reinforcer and supporter instead.<\/span><\/p><h3><strong>4. Lucy and Yak<\/strong><\/h3>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-3c50601 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"3c50601\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-72214d9\" data-id=\"72214d9\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-97f1afb elementor-widget elementor-widget-text-editor\" data-id=\"97f1afb\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Hailing from the unworried and free-spirited seaside town of Brighton in the UK, clothing brand Lucy and Yak is famous for its ethical mindset and colorful dungarees. The brand mission of this label is all about creating a community around well-made clothes and knowing where they come from. And true to these roots, Lucy and Yak is a brand that uses one thing to its particular advantage: people.<\/span><\/p><p><span style=\"font-weight: 400;\">Across the brand\u2019s social media channels, you\u2019ll find professional shots alongside snaps of staff and customers wearing their favorite pieces. You\u2019ll also see people doing everyday things in the clothes \u2013 like sitting in a desk chair at work, dancing, rollerblading, doing yoga, or getting a takeaway coffee. It\u2019s all about appealing to the <\/span><span style=\"font-weight: 400;\">target market<\/span><span style=\"font-weight: 400;\"> by demonstrating authenticity.<\/span><\/p><p><span style=\"font-weight: 400;\">And with this kind of realness comes great reward. Ed Sheeran recently showed off a pair of his own Lucy and Yak dungarees on Instagram, and he didn\u2019t need to call attention to them for the brand\u2018s fans to notice. Plus, you\u2019ll also spot a few appearances from Lucy and Yak in Season 3 of the Netflix series, Sex Education. That kind of exposure is priceless for a <\/span><span style=\"font-weight: 400;\">small business<\/span><span style=\"font-weight: 400;\">.<\/span><\/p><h3><strong>5. Veja Shoes<\/strong><\/h3>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-e435e5d elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"e435e5d\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-2b5a8ff\" data-id=\"2b5a8ff\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-1d9843a elementor-widget elementor-widget-image\" data-id=\"1d9843a\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t<figure class=\"wp-caption\">\n\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"1185\" height=\"906\" src=\"https:\/\/affise.com\/wp-content\/uploads\/2022\/10\/veja-shoes.png\" class=\"attachment-large size-large wp-image-26266\" alt=\"veja shoes\" \/>\t\t\t\t\t\t\t\t\t\t\t<figcaption class=\"widget-image-caption wp-caption-text\">Source (instagram.com)<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-fe0523d elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"fe0523d\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-33b43a4\" data-id=\"33b43a4\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-777fa97 elementor-widget elementor-widget-text-editor\" data-id=\"777fa97\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Veja Shoes is a French footwear and accessories brand with the environment and an ethical supply chain front of mind. In the last few years, the label has acquired a cult following thanks to a <\/span><span style=\"font-weight: 400;\">strong brand identity<\/span><span style=\"font-weight: 400;\"> and a <\/span><span style=\"font-weight: 400;\">know how<\/span><span style=\"font-weight: 400;\"> for promotion. So, what is it about Veja shoes? It might be a case of being the exact right product at the right time. The brand champions organic cotton and sustainably-sourced leather, as well as high-quality recycled materials, credentials that set it apart for modern eco-conscious <\/span><span style=\"font-weight: 400;\">target customers<\/span><span style=\"font-weight: 400;\"> such as The Duchess of Sussex, who wore a pair in October 2018, sparking sales that have been dubbed \u2018the Meghan effect&#8217;.<\/span><\/p><p><span style=\"font-weight: 400;\">But in fact, Veja Shoes have been at it since 2005, creating a range of sneakers for men, women, and kids. And according to the <\/span><span style=\"font-weight: 400;\">entrepreneurs<\/span><span style=\"font-weight: 400;\"> behind Veja, any celebrity endorsements are less important than the brand mission they had in mind in the beginning and have never compromised on. They deliberately grew slowly and they are keeping it small. They have shops located in New York City, Paris, and Bordeaux, and are notoriously selective about stockists.<\/span><\/p><h3><strong>6. The ALS Association<\/strong><\/h3>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-727e346 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"727e346\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-dbef841\" data-id=\"dbef841\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-bd4aaa2 elementor-widget elementor-widget-image\" data-id=\"bd4aaa2\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t<figure class=\"wp-caption\">\n\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"1400\" height=\"1999\" src=\"https:\/\/affise.com\/wp-content\/uploads\/2022\/10\/the-als-asssociation.png\" class=\"attachment-large size-large wp-image-26267\" alt=\"the als asssociation\" \/>\t\t\t\t\t\t\t\t\t\t\t<figcaption class=\"widget-image-caption wp-caption-text\">Source (als.org)<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-ad48e4c elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"ad48e4c\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-5a0e265\" data-id=\"5a0e265\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-7b33191 elementor-widget elementor-widget-text-editor\" data-id=\"7b33191\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">No one with access to <\/span><span style=\"font-weight: 400;\">social media<\/span><span style=\"font-weight: 400;\">, TV, radio or printed media in the last 10 years could have missed the Ice Bucket Challenge when it took off in 2014. And though it hasn\u2019t hit quite the same viral reach since then, it remains the exemplar of a campaign idea.<\/span><\/p><p><span style=\"font-weight: 400;\">A brand of a different kind than the <\/span><a href=\"https:\/\/affise.com\/blog\/product-led-marketing-growth\/\"><span style=\"font-weight: 400;\">product-focused<\/span><\/a> <span style=\"font-weight: 400;\">companies on this list, the American nonprofit organization, the ALS Association, funds global ALS research and provides services and programs to those affected by the disorder. The challenge they set was simple \u2013 it asked nominated participants to film themselves having a bucket of ice water poured over their head, share it on <\/span><span style=\"font-weight: 400;\">social media<\/span><span style=\"font-weight: 400;\">, and in turn nominate someone to do the same. Striking the right emotional chord and leveraging <\/span><span style=\"font-weight: 400;\">social media<\/span><span style=\"font-weight: 400;\"> to its best use, it harnessed the perfect combination of entertainment, personalization, mass appeal, and low barriers to entry.<\/span><\/p><p><span style=\"font-weight: 400;\">As a result of the campaign, aside from a big uptick in donations to the cause, the association also saw an increase in its number of award nominations and wins, and more opportunity to collaborate globally.<\/span><\/p><h3><strong>7. Aesop Skincare<\/strong><\/h3>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-d38fd1a elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"d38fd1a\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-38ea717\" data-id=\"38ea717\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-5e56df6 elementor-widget elementor-widget-image\" data-id=\"5e56df6\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t<figure class=\"wp-caption\">\n\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1300\" height=\"874\" src=\"https:\/\/affise.com\/wp-content\/uploads\/2022\/10\/aesop-skincare.png\" class=\"attachment-large size-large wp-image-26268\" alt=\"aesop skincare\" \/>\t\t\t\t\t\t\t\t\t\t\t<figcaption class=\"widget-image-caption wp-caption-text\">Source (instagram.com)<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-a63f880 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"a63f880\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-094fcec\" data-id=\"094fcec\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-02d3ab5 elementor-widget elementor-widget-text-editor\" data-id=\"02d3ab5\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Next on the list is a brand name many will have seen on the high street and in luxury department stores around the world, Aesop Skincare. While it can\u2019t really be classed as a small brand anymore, the distinguished brand did come from humble beginnings, and even as it\u2019s grown exponentially has maintained an exclusive, artisan feel in every single store around the globe.<\/span><\/p><p><span style=\"font-weight: 400;\">Known for bringing architecture and interior design into its <\/span><span style=\"font-weight: 400;\">brand identity<\/span><span style=\"font-weight: 400;\"> just as much as for its evocative product descriptors like herbaceous and woody, Aesop sets the benchmark in luxury branding with modern design.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">It brings its visual brand to its ingredient selection, product designs and copywriting, store fitouts, communications, and everything else it touches \u2013 to the extent that its brand awareness is so high, the \u2018Aesop aesthetic\u2019 can stand alone from even its own products. It\u2019s not easy to achieve this level of cohesion, but there are <\/span><span style=\"font-weight: 400;\">branding tips<\/span><span style=\"font-weight: 400;\"> out there that can help.<\/span><\/p><p><span style=\"font-weight: 400;\">True to the Aesop brand, you\u2019ll never find sales and discounts here, either.<\/span><\/p><h3><strong>8. Go-To Skincare<\/strong><\/h3>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-7158836 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"7158836\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-b44f384\" data-id=\"b44f384\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-4fa52d1 elementor-widget elementor-widget-text-editor\" data-id=\"4fa52d1\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Another Australian skincare brand doing all the right things in the space is Go-To Skincare. While a much smaller and younger brand than Aesop, there is one thing that sets this brand\u2019s <\/span><a href=\"https:\/\/affise.com\/blog\/ecommerce-content-marketing\/\"><span style=\"font-weight: 400;\">content marketing strategy<\/span><\/a><span style=\"font-weight: 400;\"> apart and makes it memorable to customers: its copywriting.<\/span><\/p><p><span style=\"font-weight: 400;\">The copywriting this brand uses is the backbone of its <\/span><span style=\"font-weight: 400;\">customer experience<\/span><span style=\"font-weight: 400;\">. Quirky written messaging starts on the website, continues through on all email communications (including any order confirmations and delivery updates), and finishes on the product itself via the instructions. It\u2019s even on the packaging your products come in.<\/span><\/p><p><span style=\"font-weight: 400;\">Front and center for the brand is excitement, realness, and a little bit of silliness \u2013 but it also never loses sight of the customer and what they\u2019re expecting from the product. This brand deliberately addresses pain points and offers up fun, no-nonsense solutions.<\/span><\/p><h3><strong>9. The Sill NYC<\/strong><\/h3>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-0ef7e47 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"0ef7e47\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-11caf91\" data-id=\"11caf91\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-190f940 elementor-widget elementor-widget-text-editor\" data-id=\"190f940\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">The Sill started with a simple proposition: to deliver plants to New Yorkers. Founded in 2012, the company has seen massive growth \u2013 especially through the pandemic \u2013 as people turn to improving and greenifying their home spaces. The business now has several locations across Manhattan and Brooklyn, and has expanded beyond New York to San Francisco, Los Angeles, Chicago, and Boston.<\/span><\/p><p><span style=\"font-weight: 400;\">What The Sill does particularly well is make plants personal, with clever product categorization and product names. If you\u2019re a beginner plant parent? No problem. Have a pet? They have a curated selection for you. Accompanying this simple personalization is a holistic <\/span><span style=\"font-weight: 400;\">marketing strategy<\/span><span style=\"font-weight: 400;\"> that includes a \u2018Plant Parent Club\u2019, hands-on workshops, a Plant Care Library, and a blog \u2013 so when you purchase from The Sill you\u2019re not just getting a plant, but a hobby.<\/span><\/p><h3><strong>10. Tony\u2019s Chocolonely<\/strong><\/h3>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-b910df9 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"b910df9\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-2c63ecf\" data-id=\"2c63ecf\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-7efb9bd elementor-widget elementor-widget-text-editor\" data-id=\"7efb9bd\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Tony\u2019s Chocolonely is a chocolate manufacturer that\u2019s committed to making chocolate that\u2019s 100% slave free. The Dutch chocolate company is unlike most other edible products out there, in that it gives as much weight to its brand mission as it does to selling chocolate bars, through interactive marketing focused on the message rather than the product. One example of this is their \u2018design your own wrapper\u2019 option, aimed at the gift market (but think \u2018new home\u2019, \u2018best teacher\u2019 and \u2018be an activist\u2019 as well as the usual wedding gifts and happy birthdays).<\/span><\/p><p><span style=\"font-weight: 400;\">Going further than this and wearing its heart on its sleeve, Tony\u2019s Chocolonely also uses brand activism and immersive experiences (both<\/span> <a href=\"https:\/\/elements.envato.com\/learn\/branding-trends\"><span style=\"font-weight: 400;\">branding trends we\u2019re seeing in 2022<\/span><\/a><span style=\"font-weight: 400;\">) to elevate the brand to be more than just another confectionary brand. For example, the UK and Ireland branches of the company recently set out on a \u2018Tony\u2019s tour\u2019, using slogans like \u2018raise the bar\u2019 as they promoted the cause at pop-ups around the UK.<\/span><\/p><h2><span style=\"font-weight: 400;\">To Wrap Up\u2026<\/span><\/h2><p><span style=\"font-weight: 400;\">So there we have it: 10 small brands that, for a range of reasons, are making a big impact in the space they play in. Though they all offer different products or services &#8211; from consumables to skincare and fashion, to research &#8211; what they have in common is a clear idea of who they are and what they stand for.<\/span><\/p><p><span style=\"font-weight: 400;\">Once you\u2019ve distilled what this is for your own brand, you can start looking to build effective branding around your own personality and ethos. Remember to always play to your strengths &#8211; you might have a great customer base sharing images like Lucy and Yak, or benefit from a direct email marketing overhaul like Stone &amp; Wood. So look at what you\u2019ve got, and take inspiration from brands that are already doing it well. Happy branding!<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>If you\u2019re stuck on how to start or grow your small business, getting your branding and brand identity right is key. For many small brands and startup businesses \u2013 especially those that want to stay small \u2013 the definition of growth, impact, and success will depend on what their goals are. From focusing on direct [&hellip;]<\/p>\n","protected":false},"author":29,"featured_media":26703,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","inline_featured_image":false,"footnotes":""},"categories":[1],"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Small Business Branding Strategies<\/title>\n<meta name=\"description\" content=\"Discover how small business branding builds recognition and trust. Learn key strategies to create a strong brand identity and stand out in the market.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/affise.com\/blog\/small-business-branding\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Small Business Branding Strategies\" \/>\n<meta property=\"og:description\" content=\"Discover how small business branding builds recognition and trust. 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