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Branding for Business Owners

Defining your brand is like a journey of business self-discovery. It can be difficult, time-consuming and uncomfortable. It requires, at the very least, that you answer the questions below:

  • What is your company's mission?
  • What are the benefits and features of your products or services?
  • What do your customers and prospects already think of your company?
  • What qualities do you want them to associate with your company?

Do your research. Learn the needs, habits and desires of your current and prospective customers. And don't rely on what you think they think. Know what they think.

Once you've defined your brand, how do you get the word out? Here are a few simple, time-tested tips:

  • Get a great logo. Place it everywhere.
  • Write down your brand messaging. What are the key messages you want to communicate about your brand? Every employee should be aware of your brand attributes.
  • Integrate your brand. Branding extends to every aspect of your business--how you answer your phones, what you or your salespeople wear on sales calls, your e-mail signature, everything.
  • Create a "voice" for your company that reflects your brand. This voice should be applied to all written communication and incorporated in the visual imagery of all materials, online and off. Is your brand friendly? Be conversational. Is it ritzy? Be more formal. You get the gist.
  • Develop a tagline. Write a memorable, meaningful and concise statement that captures the essence of your brand.
  • Design templates and create brand standards for your marketing materials. Use the same color scheme, logo placement, look and feel throughout. You don't need to be fancy, just consistent.
  • Be true to your brand. Customers won't return to you--or refer you to someone else--if you don't deliver on your brand promise.
  • Be consistent. This tip involves all the above and is the most important tip on this list. If you can't do this, your attempts at establishing a brand will fail.


19 Lessons

19 Lessons in Branding for Business Owners:

Branding is really the Business Strategy

Branding is really the Business Strategy

Great Branding overcome psychological risks

Great Branding overcome psychological risks

First Things First

First Things First

Branding is crucial to B2B Companies

Branding is crucial to B2B Companies

Branding is everything to Small Companies

Branding is everything for Small Companies

Branding is still required even when your customers know you

Branding is still required even when your customers know you

Branding is necessary for the Niche Player

Branding is necessary for the Niche Player

Leading Brands Always Wins

Leading Brands Always Wins

What’s Your Brand Identity?

What’s Your Brand Identity?

Advertising is not the same as Branding

Advertising is not the same as Branding

Brand Your Service, not just Product

Brand Your Service, not just Product

Brand Your Products differently

Brand Your Products differently

Branding Mileage can be Measured

Branding Mileage can be Measured

Differentiate your brand with Your Unique Selling Preposition

Differentiate your brand with Your Unique Selling Preposition

Differentiate Yourself with Sales leadership

Differentiate Yourself with Sales leadership

Differentiate Yourself with Technological leadership

Differentiate Yourself with Technological leadership

Differentiate Yourself with Speed

Differentiate Yourself with Speed

What is New

What is New

Like People, Brand have Attributes

Like People, Brand have Attributes