Branding 101: Creating the Right Brand for Your Business

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Business branding positions your organization to the buying public in a unique and identifiable way. It's also the first impression you make with a consumer so you need to have a good brand strategy.

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What is Business Branding?

Business branding is an important part of your overall business image and identifies your company to a target audience. Your brand is the visual connection that helps consumers recognize your business.

How to Effectively Brand Your Business

The term “brand” appears everywhere you turn: in the marketplace, on television, and in various other forms of media. But how do you brand your business? Simply stated, branding means creating a mark or a name. In the business world, branding is a form of marketing known as advertising.

Many people are unsure how to create a brand, either for their business or for personal use. In this article, we will help you easily determine which is the right branding process for you or your business.

STEP 1: Who Do You Want To Buy Your Product?

The importance of knowing your target audience is vital and is why marketers start by defining buyer personas.

  • Who are your ideal customers?
  • What do they want? What are their shopping habits?
  • How can the products or services your company sells satisfy the needs those customers have?
  • Where do they shop?

More than 80% of companies that research, develop, and incorporate this type of information into their marketing efforts enjoy successful branding campaigns. This may seem to be a time-consuming process BUT the potential payoff is more than worth the time.

NOTE: There are free marketing tools available online to help you understand more about who your ideal customer.

Determining your audience is the first step in creating your business brand.

STEP 2: Giving Your Brand An Identity And A Voice

Whether you are attempting to brand a company or simply branding yourself, give it a voice. What do you want your brand to represent to the public? How do you want it to be perceived? Is the tone (voice) of your brand humorous? Serious? Informative?

The answers to this question will go hand-in-hand with the determining the type of audience you are trying to reach.

STEP 3: Become A Social Butterfly

Once you figure out what you want your brand to say, the next step is figuring out where to find your audience. The next stop on your marketing journey should be to position your brand in social media.

The explosive popularity of the various social media platforms available today speaks volumes about branding and its influence. You have to be able to interact with your customers where they spend a large portion of their time. Furthermore, you might consider creating interesting posts on Facebook, Twitter or any another popular social media site. Getting your brand out there in front of your target audience equals greater visibility. Better visibility leads to more exposure, which in turn, leads to a wider potential customer base.

Please keep in mind that the use of social media is not a "one and done" scenario. Posting interesting, relevant content on a regular schedule (and faithfully sticking to that schedule) means potential customers will repeatedly look to your brand to learn the latest about what you have to offer them.

STEP 4: Mastering The Blogosphere

Creating and actively maintaining a blog is a hugely successful method for turning complete strangers into new customers. A well-designed blog can attract someone who may have never heard of your company. Exposing audiences to your brand will build a familiarity and foster a relationship. In time, they will come to associate your blog with your brand, thus increasing your odds of converting them into future customers.

Yes, the effort that goes into maintaining a blog on a regular schedule can be a bit labor-intensive, but it it worth it.

Keep reading: ‘Developing Brand Identity’

STEP 5: Become A Customer Service Leader

Providing excellent service is one of the easiest and fastest ways to create word-of-mouth buzz. When customers have a happy experience, they naturally want to share that experience with others. Earn their respect and their repeat business.

You want your audience to see your brand as a rock star. Develop a positive perception for your business.

STEP 6: Picking The Right Partner

Sometimes, choosing the right branding strategy may mean choosing to partner with a well-established, well-known brand agency for the purpose of gaining exposure to a larger audience. Research shows that this kind of arrangement can be mutually beneficial. Make sure the company you select shares your sales philosophy and commitment.


The importance of branding and employing a successful branding strategy can't be stressed enough. It is the most successful method for turning your business into a trusted household name.

Grow your Business with a Brand Strategy

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Eric Melillo