Compared with large corporations, most small businesses have few employees or resources to help them reach their goals. That means it’s incredibly important for a small business’ branding and marketing materials to do more than just be visually appealing — they need to be effective, as well. Erin Ferree, founder of elf design, offers these brand-building tips for building a better connection with customers:

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1. Focus on building trust. You want your brand strategy to inspire customers to trust you and your company. You also want your customers to look at your brand designs and say, “That’s a company that delivers on its promises.” To do that, you must make sure that the promises you’re making visually with your brand designs are believable from your customers’ perspective, and possible for you to fulfill. In other words, don’t overpromise or underdeliver.

2. Increase credibility. Your brand designs should assure customers that you’re an expert in your field. How? By being clear, consistent, and thorough enough to make you look established.

3. Communicate. Your brand should tell your unique, compelling story. Determine how you are different from your competition and what makes you unique. This uniqueness can help your customers identify why they would want to associate with you instead of with anyone else.

4. Raise confidence. Your brand communication strategy can not only build confidence in marketing your business but also increase consumer confidence in buying your products and services.

5. Stand out from the competition. You want your brand to look more polished and professional than your competitors’ brands. A unified and consistent brand goes a long way toward making a small business rise above the rest.

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