Expert Tips for Small Businesses: Taking Your Visual Branding to the Next Level
When it comes to branding, many small businesses wonder how they can stand out without a massive marketing budget. The good news? Even if you’re just starting out, you can elevate your visual branding by taking cues from established companies that have already nailed the art of brand identity. In Ireland, we have prime examples in Dingle Whiskey, Barry’s Tea, and Pernod Ricard Irish Distillers—all of which uphold strong brand guidelines while still connecting authentically with their audience. Below are five tips to help you apply similar strategies and take your brand visuals to new heights.
1. Define Your Brand’s Core
Before diving into any design elements, you need to know what your brand stands for. Ask yourself:
• What are our values?
• Who is our ideal customer?
• How do we want people to feel when they interact with our brand?
For instance, Dingle Whiskey emphasises the artisan nature of its distillery, evoking images of rugged coastlines and small-batch authenticity. Similarly, Barry’s Tea conveys comfort and tradition, using warm colours and heritage-focused messaging. By pinpointing your brand’s unique essence, you’ll have a solid foundation to build on for everything from colour schemes to imagery.
2. Be Consistent—But Stay Flexible
Big names like Pernod Ricard Irish Distillers operate under highly specific brand guidelines, ensuring every campaign—whether it’s for Jameson or Redbreast—feels cohesive yet individual. For a small business, you might not have the luxury of multiple sub-brands, but you can still learn from this approach:
• Logo and Colour Palette: Choose a small set of brand colours and use them consistently.
• Typography: Stick to one or two fonts for headlines and body text.
• Imagery: Decide on a photography style—warm and rustic? Sleek and modern?—and keep it uniform across social media and print materials.
But remember: consistency doesn’t mean monotony. If your campaign calls for a special holiday theme or a limited-edition product launch, you can introduce seasonal elements while still retaining your core visual identity.
3. Incorporate Storytelling into Your Visuals
One thing Irish brands do exceptionally well is weave storytelling into every piece of their marketing.
Barry’s Tea, for example, often highlights the comfort of ‘sharing a cuppa’ with friends or family. Here’s how you can do the same:
• Highlight Your Roots: If your business started at a local market stall or has a strong family backstory, show that.
• Feature Real People: Use photos or videos of your team members, customers, or community partners.
• Contextual Imagery: Instead of generic stock images, show your product or service in real-life settings—especially if you want to emphasise your local heritage or the human touch behind your brand.
Authentic storytelling resonates deeply with customers and sets you apart from competitors offering similar services or products.
4. Pay Attention to Quality
Visual branding is more than just picking a nice colour or a cool logo. Image and video quality play a huge role in how people perceive your business. Think of the premium bottle shots you see in Irish Distillers’ campaigns—those crisp, high-resolution images tell you this is a high-end, professional product. As a small business:
• Invest in professional photography and, if possible, videography.
• Make sure your images are sharp and well-lit, with consistent editing styles.
• Double-check the resolution and formatting before you upload images to your website or social channels.
High-quality visuals immediately suggest professionalism and trustworthiness—both essential when you’re vying for customers’ attention.
5. Plan for Digital Versatility
In today’s world, your visuals need to work across multiple platforms—from your website and social media to email newsletters and printed flyers. Each platform might require different image sizes or layout considerations:
• Responsive Design: Ensure your brand elements look great on desktop, tablet, and mobile.
• Social Media Optimisation: Consider platform-specific ratios (e.g., square images for Instagram, 16:9 for YouTube).
• Print Collateral: If you produce brochures or business cards, maintain consistency in colour, style, and message.
When you’re thinking about brand visuals, always ask: “How will this look on various channels?” Consistency across all touchpoints amplifies brand recognition and creates a memorable experience for your customers.
Ready to Elevate Your Visual Branding?
Whether you’re inspired by the heritage storytelling, artisanal touch or the polished consistency of the Irish brands mentioned above - you have the power to adapt these insights to fit your own unique business narrative. At ANPM Studios, we specialise in helping small businesses discover their visual voice, craft compelling imagery, and stand out in a crowded market.
Want to get started? Contact us today to discuss how we can bring your brand’s story to life through professional photography, videography, and creative direction.
