Business Essentials Official Blog


Branding Your Business


Whether you are a start-up or a large corporation, branding is an essential part to any successful business. Branding is the art of combining your company’s messaging, logos, name, and designs to accurately identify who you are and what you do.

Excellent branding achieves the following:

  • Effectively portray your services/product through logos and messaging
  • Delivers your company’s mission clearly and in a creative way
  • Differentiates your brand from your competitors

Branding is about connecting with your potential customers and showing them that you are the #1 solution to fill their need. You want your brand to resonate with both your current and potential customers enabling you to gain new clientele and establish loyalty with the old.

In order to establish your brand, you must first ask yourself the following question:

1. What is your company’s mission?

2. What are your core values?

3. What services/products are you offering?

4. Who is your target audience?

Once you have answered the above questions, you can begin to create a personality for you brand that accurately represents your company’s products or services. In order for your brand to reverberate with your customers and potentials, a business must portray some sort of humanizing characteristics. This “human” aspect of any business is what is going to help establish relationships with your target market.

Branding consists of a few moving pieces including, a logo, your mission statement, core values, and your image as a whole. This combination is the key to your unique selling proposition. Your messaging should demonstrate your company’s values, and how your brand is different than your competitors in a brief, to the point tagline, ad copy, or headline. Once your key message has been established, it should resonate in every aspect of your marketing strategy.

The messaging that you choose to represent your company should appear in as many places as possible including business cards, websites, advertisements, press releases, blogs, social media, etc. The consistency of your messaging is critical and should be conveyed not only in the mediums mentioned above, but also in the way you discuss your business in person whether it is networking, client meetings, etc.

Your brand’s messaging should ignite a two-way conversation and stimulate buyers to connect with your company. In today’s world, with so many options to choose from, it is important that your business connects personally with your target market. The personal relationship that you build with your clients and customers establishes loyalty and encourages brand awareness through word of mouth. Word of mouth is the most effective way of marketing your business, as it is the most genuine.

For more tips on branding and marketing your business, be sure to check out the BusinessEssentials blog on a regular basis.