Are you a small business owner that believes Branding is only for multi-million-dollar businesses? Or, do you realize that BRANDING is important to your small business but, you run out of time at the end of your day? Here are some basic branding concepts that explain why your business needs branding. It will also explain how your virtual assistant (VA) can help you achieve those business branding goals.

What Is Branding and Why Do You Need It?

  1. 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
  2. Branding is the image people have of your company or product. It’s who people think you are – Ann Handley
  3. A brand is a singular idea or concept that you own inside the mind of a prospect – Al Ries

How Do You Brand Your Small Business?

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
  4. 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.

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!

  1. 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:

  1. The POSITIONING of your business—your “why”
  3. Your LOGO, COLORS, and SLOGAN

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 solid sense of your core values, it’s easier for your VA to incorporate that into your branding, so that your business attracts your ideal client.

Tone and Personality

Your tone and personality will be the basis of how you communicate that message to clients. Based on your core values, your VA can take that “voice” and create content that will resonate with the clients you want to attract.

Logo, Colors, and Slogans

Finally, we are at the “fun and creative” part of BRANDING.  The steps that you have taken to this point will help your VA create a brand that speaks to your target audience.

How do your logo, company name, and tagline reflect what your customers need?

  • Logos, Colors, and Slogans differentiate you from your competitors.
  • This part of your branding highlights your personality.

This is where your VA can have the most ‘fun’.


Branding your small business is very important. It 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 don’t have the time (or the knowledge) to create solid branding for your business, enlist the help of a professional VA. There are many VAs who specialize in business branding.

If you have not yet branded your small business, or are looking to rebrand, and need to collaborate with a professional Virtual Assistant (VA), 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 assistantKaren Kannegiesser is the owner of Lotus Business Resources LLC. She helps heart-centered entrepreneurs and small business owners who are frustrated by having to run their business manually, and who struggle with trying to scale their business. She works with her clients by automating their business processes and by handling their digital media strategy and management, which enables them to work ON their business, instead of IN it!”