The right branding can make or break a small business.

As a small business owner, you may wish you had access to the same branding resources as larger, more established companies. Rather than hope for more or better, it makes more sense to concentrate on efficiency. To tap into your company’s potential, Coda Strategy shares the following tips on the best small business branding practices that can help you reach your target audience.

Know What the Right Branding Includes

Before launching into your new branding strategy, ensure you’re clear on what branding is. A brand is a business and marketing concept that helps your customers identify your company, service or product. Your brand also molds consumers’ perceptions of your company. Rather than something people touch, a brand is instead an identity — an idea. One of the best ways to use a brand is to differentiate yourself from your competitors and give your entity an edge in the marketplace.

Reach Your Target Audience with the Right Branding

To reach your target audience using your brand, you must first clarify what you hope to achieve. First, you need to know your target audience. Then, ask yourself how your brand relates to your audience and meets your target customer’s needs.

Understand the Difference Between DIY and Professional Branding

First, you can handle some aspects of your brand. Examples include:

• Researching your target audience and competition
• Determining your brand focus and personality
• Choosing words to associate with your business brand

You can even create a customized logo using a free online business logo creator. Many of these tools come with a variety of design features. Novice designers can churn out beautiful logos that look professionally made.

Of course, other branding tasks require a professional touch, such as web design, product packaging and colors. Know when you’re out of your depth, and use an agency or freelancer to create a winning website or packaging strategy.

Know When It’s Time to Change Branding

Once you’ve made some progress on establishing your small business brand, look for opportunities to improve it. Professionals note that you may want to consider a rebrand if you move your business to a new geographic location, adopt a new business philosophy, move to a different area of your market or merge with another business.

As part of your branding strategy, include a plan for identifying early signs that your current branding and marketing efforts aren’t delivering the results you desire. Using different marketing methods could help keep your branding efforts fresh.

Educate Yourself on the Inner Workings of the Right Branding

While you may use video tutorials and online articles to learn about branding, nothing beats becoming a branding professional in the classroom. To broaden your understanding of not only branding, but also other aspects of being a small business owner, consider going to school to earn a degree in business.

One great thing about online programs is you learn at your own pace. You don’t have to worry about driving to campus while running a company and can tend to other obligations. Plus, enrolling in a distance learning class may save money, which you may funnel back into your business or branding strategy.

Branding need not be an unconquerable mountain. When you know where and how to focus your efforts, your brand helps your business to soar.