How New Business Owners Can Boost Their Brand on a Budget

Effective PR and Branding Strategies for Emerging Entrepreneurs Without Breaking the Bank

In today’s digital-first world, building a robust online presence can make or break a new business. A recent survey by Visual Objects revealed that nearly half of consumers are more likely to visit a company’s physical location if they find that business has a strong digital presence. For small or early-stage companies, however, creating such a presence can be daunting, particularly due to the significant costs associated with marketing, advertising, and public relations (PR).

While investing in online advertising and hiring PR professionals can be costly, there are effective ways for budding entrepreneurs to create awareness and build a brand without spending a fortune. In the newly released third edition of Public Relations for Dummies, author Eric Yaverbaum offers valuable guidance for entrepreneurs to manage their PR on a budget. Below are some practical insights from his book, along with effective strategies to enhance your brand presence without overspending.

1. Clearly Define and Communicate Your Brand

One of the most important steps in building a successful brand is ensuring clarity in what your business stands for. As an emerging entrepreneur, it’s crucial to have a well-defined brand identity that reflects the values, mission, and vision of your company. This means understanding your target audience, the causes or trends your business aligns with, and what sets you apart from competitors.

For example, let’s say you’re launching an app that resells and repurposes second-hand clothes and furniture. The central theme here is sustainability. Communicate this commitment clearly through your online platforms—whether it’s a mission statement on your website, engaging social media posts, or articles about sustainable practices.

Look at Duolingo, a brand that’s been remarkably successful in defining and communicating its brand identity. The language-learning platform consistently reinforces its message of “fun and accessible learning” across its website, social media, and PR efforts. Whether it’s a playful post on Instagram or a media feature discussing a quirky PR stunt, Duolingo’s brand message is clear and memorable. Such consistency helps to create a strong brand presence and fosters deeper connections with audiences.

2. Balance Creativity with Limited Resources

As a new business owner, you might not have a large marketing budget or a communications team at your disposal, but you don’t need one to get results. Creativity and authenticity can help bridge the gap and create impactful PR without the hefty price tag.

Consider leveraging the resources you already have—your story, your team, your values, and your product. Share behind-the-scenes moments, collaborations with local businesses, or personal stories that highlight the essence of your brand. For instance, an app that supports sustainability might engage audiences by posting fun TikToks about recycling challenges or creating an Instagram story series on eco-friendly tips.

A great example of this is the founder of an app focused on reused items teaming up with a micro-influencer for a shoutout or collaborating with local charities to build brand visibility. These strategies not only increase brand awareness but also foster authentic connections with your audience, making them more likely to engage with your brand.

3. Create News for Your Brand

Creating buzz doesn’t always require big marketing campaigns or expensive ads. Instead, think of creative ways to generate interest in your brand naturally. Perhaps your company is doing something innovative or impactful—don’t hesitate to share it. Press releases, blog posts, and media outreach can all be great tools to get the word out. If you have news to share, like launching a new product or reaching a milestone, send it out to journalists and bloggers who cover your industry. If it’s newsworthy, they may be willing to cover it.

Even a small business can create newsworthy content. Let’s say your app for reselling repurposed items is organizing a local community event or making strides in sustainability—leverage these moments to gain media attention. This not only increases visibility but also enhances credibility.

4. Know When to Invest in Professionals

While it’s possible to handle PR on your own in the early stages of your business, there may come a point when hiring professionals becomes necessary. Once your business begins to gain traction, you’ll find that balancing PR tasks with running the day-to-day operations can become overwhelming. At this stage, outsourcing PR efforts can free up your time to focus on leadership and growth.

You can hire a freelance PR specialist or work with an agency that fits your budget. Look for professionals who understand your brand, your vision, and your budgetary constraints. With the right support, you can take your brand’s visibility to the next level while focusing on the bigger picture of scaling your business.

Final Thoughts

Building a brand from the ground up doesn’t require a massive budget, especially in today’s digital world. By clearly defining your brand, balancing creativity with limited resources, and knowing when to hire experts, any emerging business can carve out a space for itself in a competitive market.

Focus on what you can do, rather than what you can’t, and leverage the tools and resources at your disposal. Whether it’s through social media, creative collaborations, or strategic press outreach, you can boost your brand’s visibility, build lasting relationships with your audience, and make an impact—even on a tight budget.