How to Improve your Brand Visibility with Local Branding?

When you tell someone to search about something, do you tell them to “search it” or “google it”? Googling has now become a verb. Google’s vibrant logo, doodles, and beacon of endless information and innovation make them familiar. 

Local branding involves creating a distinctive image and brand identity for a brick-and-mortar business that serves a particular location. The purpose of local branding is to differentiate the business from its competitors and establish it as a reputable and recognizable brand within the local community, which can enhance visibility, attract customers, and improve sales. 

Small Business Local Branding Strategy  - SmallBusinessWeb
Source

It is essential to earn local customers’ trust and meet their expectations. Identify areas where competitors failed to meet the expectation of clients, and use this information to differentiate your brand by offering what they need.

How to Improve your Brand Visibility with Local Branding?

When we think of brands, we think of spectacular names and logos. Maintaining consistency in the use of colors, logo design, and formatting helps to increase recognition and ease of identification. Automating local branding processes can also contribute to a more efficient work environment. This is especially important in today’s world, where visual elements such as images and graphics play a significant role in how consumers perceive and remember a brand.

A few popular big brands like Coca-cola, Band-aid, and Tupperware have become so well-known they’ve replaced the generic terms for similar products in our day-to-day life. Although you might not achieve this with your small business, that doesn’t mean you can’t do much more to boost your brand’s awareness.

46% of consumers are willing to spend more on products or services from trusted brands.

Strategies to Increase Brand Visibility With Local Branding

  • Develop a strong, memorable logo
  • Create a “Get Directions” page on your website to make it easy for customers
  • Enhance your brand’s social media presence
  • Promote your distinctive products or services
  • Optimize your website for SEO
  • Establish a strong digital presence
  • Utilize local SEO strategies
  • Monitor and maintain your directory listings
  • Optimize your Google Business Profile to improve your visibility on Google search and maps
  • Use infographics to communicate information visually
  • Offer incentives to customers who refer their friends and family to your business
  • Encourage your customers to share their experiences with your business on social media
  • Send targeted emails to customers in your local community, highlighting special offers and events
  • Build guides for local activities and promote them on your website or social media channels
  • Connect with local influencers and work with them to promote your business
  • Use local hashtags and location tags on social media
  • Create and promote Facebook events
  • Run a contest or giveaway to attract new customers and increase engagement on social media
  • Promote your latest customer reviews on social media to showcase the positive experiences of your customers
  • Create service area hubs or individual location pages on your website to boost your search engine rankings
  • Include the approximate distance from your store in your mobile social ads
  • Develop a brand strategy that defines your brand’s personality and target audience
  • Engage with your community through social media and other channels
  • Reach out to local media outlets to generate coverage
  • Use inbound marketing techniques to drive sales and conversions

According to the American Marketing Association, 85% of consumers believe that a business’s local presence is more important than its national reputation.

Benefits of Local Branding

  • Improve your brand’s visibility
  • Increase name recognition
  • Create a positive association
  • Differentiates yourself from the competition
  • Reach a new audience
  • Build trust
  • Increase sales

Small Businesses with Strong Local Branding for your Reference

The Farmer’s Dog

The Farmer’s Dog is a subscription-based pet food delivery service that offers personalized, human-grade meals for dogs. It appears that the company has adopted several branding strategies in order to differentiate itself from competitors and effectively communicate its value proposition to potential customers. 

The key branding strategies employed by The Farmer’s Dog are the use of high-quality, natural ingredients in its pet food products, customizable meal plans, and also employ a number of other branding and marketing tactics, including a strong focus on social media, engaging content marketing, and partnerships with influencers and other brands.

Small Business Local Branding (Farmer Dog)  - SmallBusinessWeb
Screenshot taken by author

These efforts are all aimed at building brand awareness and loyalty among pet owners and helping to establish The Farmer’s Dog as a leading player in the pet food industry.

Deliveroo

Deliveroo is a food delivery company based in London, England. It is known for its innovative branding strategies. They focus on the customer experience and sustainability. 

The company works closely with a range of top chefs and restaurants to create exclusive menus and experiences for its customers. This helps to differentiate Deliveroo from other food delivery companies and adds value for customers.

Small Business Local Branding Ideas (Deliveroo)  - SmallBusinessWeb
Screenshot taken by author

Deliveroo also partners with local charities and organizations to help support the communities in which it operates.

The Lobster Trap

One of the small restaurants in Canada with strong local branding is The Lobster Trap, located in the town of Peggy’s Cove, Nova Scotia. It is a seafood restaurant located on the Atlantic coast, and its branding is centered around the local lobster fishing industry and the coastal setting.

The restaurant’s logo features a lobster trap, and the exterior is decorated with maritime-themed elements such as nautical flags and ropes. Their menu is focused on seafood, with a variety of dishes featuring locally-caught lobster, scallops, and other seafood. The restaurant also has a selection of local craft beers and ciders on tap, further highlighting the local connection. 

Small Business Local Branding Ideas (Lobster)  - SmallBusinessWeb
Screenshot taken by author

The Lobster Trap’s strong local branding has helped to establish it as a popular destination for tourists and has contributed to its success as a small, independently-owned restaurant in a competitive industry.

Conclusion

Local branding differs from branding for national brands, as consumers often appreciate small businesses for their quality work, personalized service, and reliability. Google’s algorithm is simply trying to find and present the most accurate, reliable, and relevant information related to an expressed search. If you’ve done a good job raising the profile of your business in the local community, it will be a twin joy.

At Small Business Web, we are passionate about empowering small businesses to thrive in the digital world. From website development to social media strategy, we are dedicated to helping you make the most of your online presence. 

Whether you’re looking to take your small business online or grow your existing online business, we can significantly help you stay competitive. We would be happy to have a discussion about your specific needs. Give us a call at +1 (919) 234-5140 or write to us.

Nandhini Gowthamraj
About the Author - Nandhini Gowthamraj

I'm an artistic copywriter & SEO analyst at ColorWhistle. As a copywriter, I write academic, professional, journalistic, or technical-related, innovative and recreational content using my SEO knowledge. I am an electronics and communication engineer by degree and a copywriter by passion. I flawlessly use my research and adaptability skills while writing. When I'm not writing you'll find me wandering through music, pencil drawings, gardening, and bike rides. I'm also a lover of dogs, cats, a sky full of stars, and an empty road.

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