I speak to groups of business owners weekly about what you need for strong brand building. The first thing I emphasise is brands are earned…not bought.
It’s easy to buy a business name, but you need to create a brand.
The next point I make is that it’s important to agree on a simple definition of a brand. For me, a brand is
simply an emotional attachment.
These are seriously important concepts in themselves, but we’ll leave them for another day.
So, in no particular order here are the ten things every business owner must do to ensure strong brand building:
1. Know what your brand stands for
Whilst I may be a marketing consultant in every day speak, my brand is all about making businesses and charities
irresistible. That’s what I stand for. Identifying what your brand stands for is the first part of my Brand
2. Do things properly
If this means do less, then do less. Avoid cheap, shoddy anything: printing, design, packaging, photography and copy.
If this means buying a cheaper office chair, then get a cheaper office chair!
3. Have one designer do everything
Logo, fliers, website, signage, PowerPoint, stationary and so on. Make sure they know what they’re doing
though, particularly in regards to your website.
4. Know your core values
These should form the basis of all decisions you make in your business and around your brand.
Want more articles like this? Check out the business branding section.
5. Identify your prospects’ problem
As brand builders we are problem solvers. Make sure your brand clearly says “Hey, I can fix your
6. Identify your brand’s personality
then ensure it comes through in all its marketing.
7. Be unique
Take a look at what the competition is doing, identify the gap and fill it with your brand. If all the brands in your
category are black then be white. Great brands challenge their category.
8. Be consistent
Make sure you present your brand to the market place in exactly the same way no matter what the medium. You are
creating one brand…not ten!
9. Socialise it
Make sure every person within your business knows what your brand stands for. It’s useless having everyone on
10. Make it visually really interesting
There are so many boring logos out there, don’t be one of them. Be brave…it pays off.
11. Under promise and over deliver
All good brands do this. Remember, I promised 10 points…well this is the 11th.
This is not the definitive brand building list but we could make it one. What would you add?