Are you a small business owner that believes Branding is only for multi-million-dollar businesses? Do you believe BRANDING is important to your small business but, you run out of time at the end of your day?

This article will outline some basic Branding concepts that can make your business memorable, and it will also explain how a Virtual Assistant can help you achieve your Branding goals.


  • Branding is the art of aligning what you want people to think about your company with what people actually do think about your company – Jay Baer
  • Brand is the image people have of your company or product. It’s who people think you are – Ann Handley
  • A brand is a singular idea or concept that you own inside the mind of a prospect – Al Ries


Before creating logos, fonts, and slogans, you must first:

  1. Identify your target audience
  2. Identify your target audience’s burning pains
  3. Identify how you can solve your target audience’s burning pains
  1. Create the smallest audience you can that has a specific need. It sounds counterintuitive, but shrinking your audience often lets you target them better.

A Virtual Assistant or Virtual Business Specialist can help you accomplish the three steps above by:

  1. Setting up your marketing funnels (to build your email list).
  2. Use the email list for client surveys, to find out where their ‘pain points’ lie.
    1. NOTE: Your Virtual Assistant can assure that your emails contain an “opt-in”; to make sure that your list includes the people that have requested to be on your list!
  3. Create and post good, solid content that describes HOW you will solve your audience’s ‘pain points’.

You can learn more about how to ask good customer research questions in this blog post from Active Campaign.

YOUR NEXT STEPS IN BRANDING: Positioning, Tone and Personality and Logos

Now that you have a strong understanding of your target audience – CONGRATULATIONS — you are ahead of most of your competitors!

You have now arrived at the point that most people call BRANDING: your positioning, personality, and logo.

Three important aspects of your BRANDING are:

  • The POSITIONING of your business—your “why”

Simon Sinek, author of Start With Why, argues that “People don’t buy what you do. They buy why you do it.”


As you work on your positioning, ask yourself what values you’d like to have associated with your brand. Ask yourself:

  • What do you stand for?
  • What are you trying to accomplish in your business?
  • What makes you different from other people in your industry?
  • What are your core values?

When you have a sense of your core values, it’s easier to incorporate them into your actual business.


Positioning helps you get a strong sense of your core message. Your tone and personality are how you communicate that message to clients.

The tone you choose depends on your industry and the service you offer. It’s often easier for a small business to use a lighter tone.


Finally, we are at the “fun and creative” part of BRANDING.  The steps that you have taken to this point, will help you create a brand that actually speaks to your target audience. Think back on those steps as you work on your logo, colors, and slogan (aka tagline).

  • How do your logo, company name, and tagline reflect what your customers need?
  • How do they differentiate you from your competitors?
  • How does your brand highlight your personality?

Here is a link to an article from Active Campaign, that shows some examples of amazing small business branding Logos, colors, and slogans.


Branding your small business shows the world how you are different from your competitors. Branding is the true essence of your small business and THE VALUE your business provides for your clients!

If you have not yet branded your small business and would like to collaborate with a professional Virtual Assistant, IVAA offers a free RFP system for you. Simply post your VA needs and our members will reply to you with a proposal. Click here to learn about submitting an RFP

Karen Kannegiesser virtual assistant

Karen Kannegiesser is an online business resource assistant with over three decades of C-suite level executive administrative and supply chain expertise. She has many years as a strategic MRO buyer for a large specialty chemical manufacturer, as well as an extensive background in database management, project management, contract administration and business continuity/disaster recovery