How to Build an Authentic Brand

As a small business it can be hard to work out what makes your business different from the competition. To stand out from the crowd you need to have a point of difference, a reason for your customers to choose you. That x-factor is called a Unique Selling Proposition (USP) and today we are going to look at some of the ways you can step out from the shadows and move to the top of the pack by developing an authentic brand.

Be genuine when you speak about your business

When someone asks you what makes your business unique how do you respond? Do you have a confident sales pitch or do you skirt around the question? You don’t have to have a new invention or be doing something never done before to stand out, you just need to find that one special thing that makes you the best choice and learn how to communicate it with confidence.

Understand what you do well

To do that, you first need to understand what your customer wants and needs. Start by brainstorming, what role does your product or service play in your customer’s life? Then, think about all the things you do really well. Look at your reviews and see what your customers are saying about you. To get the full picture you also need to think about your competition. What are their strengths and weaknesses? Armed with that knowledge, you can then work out where the gaps are in the market and determine how to take advantage of them and where you can add value. Here are a few ways you might be able to differentiate yourself.

Establish yourself as an expert.

You don’t have to be a star at everything, pick one skill and develop your expertise so you can set yourself apart. You can also share your expertise and knowledge with your customers and followers. By sharing information about your chosen field and engaging with others you show that you’re an authority on the topic and also someone people can trust.

Find your niche

Leading on from the above, don’t be afraid to hone in on a niche. Whilst a larger market may seem appealing, if you narrow the playing field to only a few specialised skills, industries or target customer groups you can offer a more personalised and tailored service.

Be yourself

No one likes a pretender and even more so in business. Your strength may just lie in your interactions with your customers. Your friendly, down to earth, less formal approach and amazing customer service might just be the reason they pick you over a cheaper competitor. To have an authentic brand you need to be yourself.

Make it easy to do business with you

Talk to your customers and find out what they need from you in terms of communication, ordering and delivery. If you can streamline the process so that it’s quick and simple for your customer, your chances of getting the order increase dramatically.

Be reliable

There is nothing worse than not being able to reach your supplier when you need them or having them not follow through on a deadline or promise. No one has ever said ‘the customer service is just too good so I don’t shop there’.

Create an emotional connection

Your imagery, tone of voice and tagline are great ways to connect with your audience. In 1948, Frances Gerety, had a flash of inspiration and came up with the slogan “A Diamond is Forever.” It’s a fitting slogan, because it gave diamonds an emotional value and sales and prices skyrocketed as a result.

There are so many ways you can set yourself apart. Find what works for you and your customer base and start shouting it from the rooftops. It will take time but your reputation will pay back dividends in the long run once you develop your authentic brand.

About the Author

Alysha is a seasoned graphic designer and brand educator with over a decade of experience in marketing and design. She specializes in crafting bold, unique brand identities, publication designs, and impactful presentation revamps. Working primarily with small and medium-sized businesses, she partners with entrepreneurs who seek a long-term design collaborator who truly understands their brand, audience, and business goals. While she serves a wide range of industries, she has a particularly strong presence in financial services, investor relations, and the creative entrepreneurial space.

Beyond design, Alysha is passionate about educating small business owners on the power of branding. Through her blog, she shares expert insights on design, brand strategy, and proactive marketing—helping business owners stand out, build credibility, and attract their ideal customers. Her brand education work focuses on guiding women entrepreneurs over 40 in understanding their competitors, defining their audience, clarifying their brand’s deeper purpose, and developing a compelling brand personality and messaging.

With a friendly, efficient, and results-driven approach, Alysha ensures her designs and branding strategies are not only visually compelling but also strategically aligned to help businesses thrive.