Branding

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What Branding Is

So what is branding, anyway? Branding is the process of building a positive collection of perceptions about your business in your customers’ minds. Customers of your business may make a purchase [more…]

The Types of Brands

Different types of brands work for different marketing approaches that your business might take. Basically, there are a few general types of brands that your business could fall into: [more…]

How to Develop a Brand

If you are ready to brand yourself or your business, you need to have a clear understanding of what developing a brand actually involves before you really get started. Your brand-development process should [more…]

How to Decide on a Brand Architecture

The relationship between your business and your brand is called brand architecture. Brand architecture neatly packages the segments of your business into a single, understandable entity. Most brands qualify [more…]

How to Determine Your Business's Market Position

You need to know your business's market position before you can create an effective brand for your business (or product, or service). Determining market position depends on three main tasks: [more…]

When to Brand Your Business

When should you brand your business or a product your business offers? Businesses launch or polish brands in a number of circumstances. Create a brand related to your business when you [more…]

Using Your Business's Brand Assets to Your Advantage

You can use your business's brand assets to your advantage. Before creating or making adjustments to your business's brand image, know your brand assets — what can contribute to the value of your potential [more…]

Prioritizing the Goals of Your Business's Brand

Your business's brand to-do list of goals must prioritize those brand goals. Determine the priority order of the following brand functions when it comes to what you want to achieve through branding: [more…]

How to Budget for Your Business's Brand Building

You need to build a brand — but within a budget. When creating your budget for your business's brand creation, you need to take these budget variables into account: [more…]

Popular Types of Brand Names

The types of brand names for a business usually fall into one of the following categories. Just remember that you're not limited to anything: You want your brand name to be distinct and memorable. [more…]

How to Pick a Brand Name

Whether you choose to pick your business's brand name on your own or seek brand-naming assistance from a professional marketing firm, involve your own business team in the brand-name-picking process: [more…]

Determining the Availability of Your Chosen Brand Name

Make sure that the brand name you love for your business isn’t too similar to an existing business's brand name or trademark in your market area. Do your own initial name-availability search before you [more…]

How to Trademark Your Brand Name

Obtain a trademark if you plan to do business across state or national borders. A trademark prevents others from infringing on your business identity by using a similar name, logo, or other identifying [more…]

Making a Business Logo that Matches Your Brand

If you want to try to do design your business's logo yourself, you can enter “do-it-yourself logo creation” into any search engine to obtain lists of logo-generating Web sites and logo development software [more…]

How to Give Your Business's Logo a Makeover

If the time has come to give your business's logo a makeover, begin by evaluating what it is that your logo needs (or what it is missing). Think about whether your logo's makeover should involve only small [more…]

How to Create Your Business's Tagline

A tagline is a phrase that accompanies your brand name to quickly translate your business's positioning and brand identity into a single line (a tagline) that means something to consumers. A tagline is [more…]

How to Write Your Business's Brand Launch Plan

You can launch your business's brand without a plan or with a plan that exists only in your head, but you shouldn’t. Launch your brand with it all in writing so that you can stick to your timeline, strategy [more…]

How to Establish Your Business's Brand in the Community

Create visibility and understanding for your business's brand in your community, especially if your market is local or you want to establish your business brand as a force in your own backyard. Gain community [more…]

Introducing Your Brand through Publicity

Your brand launch is an ideal opportunity to generate publicity if you can turn it into a newsworthy story. Generating publicity for your brand can be trickier than you think. Ask yourself, “How is our [more…]

How to Package Your Business Product to Convey Your Brand

How you package the product that your business offers can help you convey your brand. When designing a product package around your brand, remember that a package is a combination of form and function: [more…]

Turning Your Business's Brand into a Cult Brand

Cult branding happens when consumers take brand passion to the nth degree. Your business brand becomes a cult brand when consumers adopt the brand as “theirs” rather than identifying it as “yours.” [more…]

How to Protect Your Business's Brand Equity

For as long as you own your business's brand, you must protect that brand's equity (meaning its value). While your business builds the equity of your brand, always monitor these four strategic areas to [more…]

How to Cobrand Your Business with Another Business

Cobrands capitalize on the benefits of two compatible brands that consumers can relate to. In consumers' minds, a cobrand can benefit both your business's brand and the brand with which you want to partner-up [more…]

How to License Your Business's Brand

Brand licensing is one way that businesses extend a brand, largely because brand licensing allows your business's brand to achieve new product introductions without gearing up operationally for the task [more…]

How to Determine When Your Brand Needs to Revitalize

Revitalize your brand, or consider revitalizing, when your business undergoes major change. Change your business's brand, either a little or a lot, if any of these events occur [more…]

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