You’re starting a business, congratulations! As you’re likely already finding, you’re embarking on an exciting, rewarding (and yes, sometimes stressful) journey, and we appreciate you taking us along for the ride. Because we’ve worked with countless small business owners, we know how much there is to juggle when you’re getting started, particularly with gearing up to launch your business from a branding and marketing perspective. That’s why we created this guide: to give you a clear, step-by-step plan to show up and connect with your customers from the start.
To be clear, for the purposes of this guide, we’ve assumed you’ve already thought about and are working on the legal and financial essentials of getting your business off the ground, like setting up your business structure, obtaining any necessary permits and licenses and setting up a bank account, which we cover in our business startup checklist. So, we’ve focused on the steps you need to take to build a brand that resonates with your target customers and meets them where they are as successfully and efficiently as possible.
We’ve broken the process down into three key areas: establishing your brand, getting online and generating buzz, and wrapping up with a few actionable items to keep up the momentum. Let’s dig in!
- Building a brand is one of the first and most important steps to launch a business. Define your core values and tone of voice, as well as brand colors, fonts and logo. A strong brand identity shapes how customers perceive your business, while consistent branding builds trust.
- Before you start a business, take the time to define your target audience. Understand your customers’ demographics, needs, values and habits. When you know who you’re talking to, it’s easier to create messaging and content that speaks to them directly and effectively.
- Businesses need to be online to connect with customers. Whether through social media accounts or a professional website, building a strong online presence is the key to business success.
- To create buzz, develop a marketing and social media strategy, network by attending events, and create high-quality marketing materials that leave a lasting impression on potential customers.
- Prepare for your launch day by announcing your launch across your social channels and email, offering a special promotion, testing your digital systems and assigning roles.
1. Establish your brand
Building a brand is one of the first and most important steps to launch a business. Taking the time to establish who your brand is and what it stands for at this stage will make everything else—like building a website or creating marketing materials—so much easier down the line.
Download our brand strategy template while reading the rest of the article as it covers points through to the “Generate buzz” section. Designed to help you think through every part of your brand identity, this template includes practical guided exercises to define your brand personality and values, choose your brand colors and fonts, and outline your tone of voice.
Source: Establish your brand using branded tote bags and beanies via VistaPrint
Name your business
Your business name is often the first thing people will notice about your brand, so it needs to make a strong impression. So, how do you come up with a great business name that captures the essence of your business and is easy to remember? When brainstorming names, jot down adjectives that describe your business, and consider your customers and industry. A name that resonates with your target customers helps you stand out and establishes credibility. Choosing the right name can also save you time and effort when creating your logo, securing your domain and building your brand identity.
Try our free business name generator to get creative business name ideas in seconds.
Define your brand identity
Your brand identity is how customers connect with you and what sets you apart from the competition. A strong and consistent brand identity will make your branding and marketing efforts easily recognizable and memorable, and increase brand loyalty. When defining your brand identity, you want to focus on these three things: brand value, personality and voice.
Define your mission and values
Defining your brand mission and core values is important as you will keep coming back to them when making business decisions—they will inform everything from your customer service to your long-term business goals. Customers are drawn to brands whose values align with their own. You’re clarifying your business’s purpose and giving customers a reason to choose you over the competition. This will be the foundation of your unique selling point and the point of difference from your competition.
Describe your brand personality
Start by choosing 3 to 5 adjectives to describe your brand personality. Is it playful? Sophisticated? Reliable? These adjectives will help guide all your future business decisions, from picking brand colors to crafting your messaging. Your brand personality shapes how people feel about your business and how they engage with it. When you tap into the psychology of branding, you can connect emotionally with your audience, showing that you understand who they are, what they value, and what they believe in, which is key to building lasting relationships.
Source: A great tool to create brand consistency is using branded stickers on products and packaging via VistaPrint
Find your tone of voice
Your tone of voice is essentially a set of guidelines that outlines how you communicate with your customers—your phrasing, vocabulary and formality. Is your brand voice friendly and casual, warm but professional or something else entirely? Your tone of voice is tied with your brand personality, so pull in those adjectives to help shape your voice.
Remember: consistency in how you communicate is the key to building trust with your customers. Without it, your communication can feel disjointed and confuse your audience. For first-time business owners, nailing a consistent voice early on will make it much easier to craft messaging for everything from social media posts to email marketing.
Create your visual identity
Your visual identity should align with your brand values, personality and voice because design is really where customers can see your brand. Not sure where to start? Keep the adjectives you picked earlier in mind as you pick all your design elements!
Choose brand colors and fonts
Use colors and fonts to visually communicate your brand’s personality and values. If “bold” is one of the adjectives you chose, a bright color palette can communicate that your brand is dynamic and confident. If you’re aiming to convey sophistication, professionalism or elegance, consider serif brand fonts and neutral brand colors.
Brand colors and fonts will be used across every part of your business, from your website to your packaging. Consistency in these design elements builds recognition—when customers repeatedly see your signature colors and typography, they’ll start associating them with your brand, building trust and loyalty.
Source: When launching your business, create a cohesive visual identity in your products, packaging and marketing materials via VistaPrint
Create your logo
Often, the first thing customers notice is that your logo is one of your most recognizable branding elements. Though there are many types of logos, when starting a business, it’s good to start with the basics: a unique icon and your brand name. Your logo design should be simple, original, versatile and aligned with your brand identity.
Depending on your time and budget, there are a couple of options available:
- A free Logomaker tool doesn’t require technical design skills, and it’s quick and easy!
- Professional designers can design a custom logo, and the price can vary. A logo design with essentials costs $100 USD, while a logo contest costs $299 USD and goes up depending on the package.
You’ll use your logo on everything from business cards to social media profiles and promotional products, so remember to create logo variations like horizontal and square versions.
Want to learn more? Dive into our ultimate guide on how to design a logo!
Create a brand style guide
A brand style guide is like your rulebook for maintaining consistency, taking your mission, vision and values and translating them into design. It should include details like your logo, brand color codes, fonts and tone of voice. Having this in one place will make life easier as your business grows. It means everyone involved stays on the same page, helping you maintain a cohesive brand image that customers will recognize and trust.
Now that you’ve worked through the brand strategy template to develop a brand for your business that will be winning the hearts of customers, it’s time for the next important step.
2. Get online
These days, getting online is a huge opportunity to connect with customers. Not only is an online presence essential for digital marketing, but it’s also a major part of running a business. Whether setting up social media accounts or creating a professional website, a strong online presence is the key to business success.
Source: A strong online presence is key when launching your business. Image via VistaPrint
Identify your ideal customer
Before you get stuck into creating your online presence, it’s important to know who you’re trying to reach. Taking the time to define your target audience before you start a business lays the foundation for a more effective digital marketing strategy. When you know who you’re talking to, creating messaging and content that speaks directly to their needs and interests is much easier.
Define your audience
Start by considering the demographics of your ideal customer. Think about their age, gender, location, income and even occupation. Knowing these details helps you understand who they are and what might influence their purchasing decisions. For example, younger audiences may gravitate toward platforms like TikTok, while professionals might be more active on LinkedIn. Use this information to create a buyer persona.
Gain insights about your customer base by looking at our Small Business Marketing Report, use social media tools like Sprout Social and in-app reporting like Instagram Analytics and Facebook Insights, or conduct surveys in your target community.
Understand your customers’ needs and values
Next, think about psychographics: their values, interests and behaviors. Ask yourself, what do they care about? Affordability, quality, versatility or customer service? What challenges or problems are they facing? What problem does your business solve for them? What motivates them to make a purchase? Understanding your customers’ needs and values allows you to connect with them on a more personal level and focus your efforts on what matters most to your audience, creating a product or service that truly resonates.
Find out where your audience spends their time online
Are they scrolling Instagram, reading Yelp reviews, joining Facebook groups or checking their email inbox? Knowing where your audience is most active online will help you focus your marketing efforts on the platforms and channels that will give you the best results.
Choose your digital marketing tools
List the digital marketing tools and platforms you’ll use to manage your business. This might include a website builder, CRM (customer relationship management) system or email marketing tool. Choosing the right tools early on helps streamline your operations, saving you time and effort in the long run. It also ensures that your business runs efficiently and delivers a seamless customer experience, which is key for building trust and driving growth. Keep track of the digital tools and online platforms you’re using to avoid overlap or unnecessary expenses. This will also make it easier to stay organized as your team grows.
Source: Choose the digital tools you need when you set up your business via VistaPrint
Set up social media accounts
Before you even have a website up and running, social media is often the way small business owners first establish an online presence. Even if you’re not ready to post on every platform, securing your handles early is smart. That way, nobody else can post under your business name, and once you’re ready to launch your socials and schedule posts, you’ll have everything in place.
Create a website
Your website is your business’s digital storefront. It’s where customers go to learn more about you. Even if your business is just getting started, a professional-looking, well-designed website helps establish credibility. It also allows you to reach customers outside your local area, growing your audience and increasing sales.
Secure your domain
A custom domain makes it easy for customers to find you. Check if your preferred domain is available and secure it. Some brands also choose to buy similar domains (for example the same domain name with a different extension) and direct it to the correct website to catch users who search for the wrong address.
Some website builders, like Vista x Wix, include a free or discounted domain for the first year when you use their website builder.
Build your website
You don’t need to be a tech wizard to create a great website. Using an easy-to-use, free website builder can help you launch your business on a budget. Choose from hundreds of professionally designed templates and customize the website design using your brand style guide, creating a cohesive and memorable online experience that reinforces your brand identity. Your site should include who you are, what you offer and how customers can contact you or make a purchase.
Decide how to accept payments
You need to be paid for your products or services, so decide whether you will use credit card payments, PayPal or something else. Some website builders, like Vista x Wix, offer built-in payment options that make this step simple.
Source: via VistaPrint
Set up customer service tools
Consider how you want to handle customer inquiries—email, live chat or social media are popular methods because they’re efficient and cost-effective. Clear and effective customer service channels help build trust and ensure your customers feel valued and supported, improving overall customer satisfaction. This is also where your tone of voice comes into play, so make sure all of your customer service dealings are consistent with your brand identity.
A great way to drive customers to your online presence is to generate a QR code to include on anything you print, on a business card, sticker, or a postcard mailer. From there, your online presence is just a click away!
3. Generate buzz
Now you’ve laid the groundwork—your business is ready to launch, and your customers can find you online. Here’s the exciting part: spreading the word and getting your business in the minds of potential customers. It’s time to create some buzz and build those all-important connections that will grow your business.
Develop a marketing strategy
The first step to spreading the word is knowing how you want to connect with your audience. A clear marketing strategy will keep your marketing efforts focused and effective. It’s the “why” behind everything that you put out into the world.
Define your key messages
What do you want your customers to know about your business? Choose 3-5 messages based on your earlier research into their needs and values. Clear, focused messages help customers quickly understand what sets your business apart and why they should choose you. By aligning these messages with their priorities, you create a stronger emotional connection and build trust in your brand.
For example, if they value sustainability, make sure that’s part of your marketing plan. If they prioritize quality, explain the process of designing your products or services. If they prioritize sustainability and quality, choose sturdy packaging made from recycled materials and communicate this clearly to your customers.
Create your marketing mix
Identify where you’ll connect with your audience. This could be digital marketing via social media and emails or offline marketing strategies like print ads, local events, or paid media. Your research into where to find your audience will help inform this strategy. To attract customers, drive sales and build a strong brand in today’s market, the key is to create an effective marketing mix of traditional and digital marketing tactics. In our Small Business Marketing Report, we found that 78% of small businesses experimented with new marketing tactics in 2023, balancing digital with traditional marketing to find a mix of strategies that work best for their business.
Source: Custom banners, A-signs, table cover, tent for your outdoor event via VistaPrint
There are many ways to reach your customers. Understanding the options will help you craft an effective mix:
- Social media: Platforms like Instagram, Facebook, TikTok, LinkedIn and Pinterest are great for building brand awareness and engaging directly with customers. YouTube and X (formerly Twitter) also provide opportunities for content sharing and community building.
- Paid media: Consider options like Google Ads for search-based advertising or Facebook, Instagram, LinkedIn and TikTok Ads for targeting specific audiences. Influencer marketing campaigns can also be effective for reaching niche markets.
- Email marketing: Email remains one of the most cost-effective tools for reaching your audience. Whether it’s newsletters, drip campaigns or promotional blasts, email marketing keeps your customers informed and engaged.
- Events and community engagement: In-person strategies like pop-up shops, farmers markets, launch parties and networking events can help you connect with your local audience and leave a lasting impression.
- Website and SEO: An SEO-optimized website with engaging blog content and dedicated landing pages can drive traffic and help convert visitors into customers.
- Print marketing: Flyers, posters, business cards and even newspaper or magazine ads still hold value, particularly for local or community-focused businesses.
- Online marketplaces: Selling on platforms like Amazon, Etsy, Shopify or eBay can help you reach customers where they already shop.
Connect with customers using this year’s biggest marketing trends, from AI to employee-generated content.
Develop your social media strategy
Social media is one of the most powerful tools for connecting with your audience and building your brand’s presence. To get started, figure out what type of content you will post. Will you focus on user-generated content (UGC), high-quality photography or a mix of both? Use your brand’s tone of voice in captions, whether casual and conversational or more polished and professional. You’ll also need to determine how frequently to post to keep your audience engaged. Consistent posts build trust and increase brand recognition.
Use our social media branding guide to help you adapt your brand style guide to your socials and find your unique online identity.
A thoughtful social media strategy helps you communicate your brand’s personality and values while creating a sense of community with your audience. Plus, when your social media presence reflects the preferences and habits of your target audience, it becomes a key driver of engagement, customer loyalty and even sales.
Build a content calendar
Plan your social media posts, emails and blog updates for launch day and the weeks ahead. Consistent posting and communication help keep the momentum going and attract new audiences.
Consider promotions or loyalty programs
Offering discounts or incentives for your launch day (and beyond) can be a great way to attract customers, encourage repeat business and ultimately build customer loyalty. You can do this digitally using QR codes, or if you have a physical space, consider printing loyalty cards for new customers.
Create marketing materials
Now that you’ve got a marketing strategy in place, it’s time to put it into action. This is where your creativity comes in to make your business visible, connect with potential customers and create excitement about what you offer. High-quality, well-designed marketing materials grab attention and leave a lasting impression, helping to establish your brand as professional and trustworthy in the minds of your audience.
Source: Print custom postcards via VistaPrint
Design your brand assets
Design business cards, flyers, stickers or promotional products that match your brand style guidelines using your brand colors, fonts and logo. Consistent branding across all assets reinforces your brand identity, making it easier for customers to recognize and remember your business. These assets are often customers’ first tangible touchpoints with your business, so make sure they look polished and professional.
If design isn’t your strength, collaborate with designers on your marketing materials using one of VistaPrint’s design services.
Order, organize and distribute your materials
Having everything ready to go, like posters announcing your location, website and social handles, postcards with first-time discounts or social media templates for launch-day posts, puts you one step closer to an organized launch.
Think about creative places to leave business cards, where your target customer will likely see them and pick them up. Stickers as a marketing tool are cost-effective and can be used in fun ways, like inside packaging or handed out at events, or create a campaign using sticker marketing ideas for the year that align with major events or holidays. While branded merch turns customers into brand advocates—tote bags, mugs and T-shirts featuring your logo can help spread the word about your business.
Share unboxing videos of your printed materials on social media to give customers a peek behind the scenes to drum up excitement.
Network by attending in-person events
Meeting people directly helps humanize your brand, making it more relatable and memorable. Sign up for local events, trade shows or community events where you can meet potential customers, partners and collaborators face-to-face. This allows you to create authentic relationships, connect with your audience and showcase your business in a more personal way.
For trade shows, design your booth to reflect your brand identity with eye-catching banners, promotional items and samples.
These events provide a chance to raise brand awareness, distribute flyers or even sell your products and preview your services in real time. Interacting with your audience builds trust and allows you to receive immediate feedback on your offerings.
Source: Create a consistent brand look when launching your business by printing custom T-shirts for employees via VistaPrint
4. Launch day preparation
It’s go time! A well-organized launch day can make a big impression, so make sure to do the following:
- Announce your launch across your social channels and send an email to let everyone know you’re open for business.
- Offer a special promotion like a discount or exclusive offer to encourage people to check you out right away.
- Test your systems to ensure that your website, payment methods and inventory are live and functioning.
- Assign roles if you have a team, create a launch day checklist and make sure everyone knows what they need to do.
5. Keep up the momentum
Congratulations—you’re officially live! But the work doesn’t stop here. The first few months are key to building business success. Follow these three simple steps to help secure the future of your business.
- Set short-term goals: Choose three realistic and measurable goals for the next 3-6 months, like increasing sales, growing website traffic or building social media engagement.
- Track your progress: Use metrics and track website and sales data on platforms like Google Analytics to see what’s working. You can use that information to adjust your strategies as needed.
- Celebrate and learn: Take time to acknowledge your wins—big or small—and make note of what you can improve for the future.
Ready to launch your business?
Launching a business is no small feat, but breaking it down into clear steps can make it feel manageable and exciting. From building the foundation of a strong brand to setting up your online presence and creating a buzz, you’ve now got the tools and guidance to start a business.
The key is to take it one step at a time. Establish a strong brand identity to help your business to stand out and connect with its audience. Then, build a powerful online presence to meet your customers in the digital sphere where they spend their time. Finally, spread the word through a thoughtful marketing strategy that reflects your brand’s personality, tone of voice and values.
Remember, launching a business isn’t about getting everything perfect right away. It’s about taking action, learning as you go and staying focused on your goals. Celebrate each small win and use every challenge as an opportunity to grow!
FAQs
How do I choose the right business idea?
Choose a business idea that aligns with your interests and skills. Research market demand, assess who your competitors are and think about what problem your business will solve. Building a brand on something you’re passionate about increases your chances of staying motivated and seeing long-term business success.
Do I need to register my business?
Yes, registering your business is an important step for legal, financial and branding purposes. It protects your business name, allows you to operate legally and makes it easier to open a business bank account or apply for loans. Be sure to research the requirements in your local area to ensure that your business is compliant.
How do I find potential customers for my new business?
Start by defining your target audience. Think about their demographics, interests and spending habits. Building a clear customer profile will help you focus your marketing efforts on the right people. To connect with customers locally, attend community events and use other local marketing tactics. To expand your reach, use social media, targeted online ads or email marketing.
How do I promote my new business?
Promote your business locally by attending local events, distributing flyers or partnering with other small businesses. Online, use social media platforms to spread the word and offer promotions or discounts to generate interest. A mix of both digital and offline strategies makes your business known to a wider audience.
How do I introduce my new business to the market?
Launch your business with a strong campaign. Announce your launch on social media, email your network and offer an introductory promotion. Participate in events or host your launch party to create buzz and engage directly with potential customers. Make sure your branding and messaging are consistent across all channels to leave a memorable first impression.
