Bill Chiaravalle

In the same way that your brand name is the key that unlocks your brand image in the mind of consumers, your domain name (the string of characters web users type into a browser to reach your site, such as www.yourbrandname.com), and your social-media handles or monikers are the keys that unlock your brand online.

A brand is so much more than a pretty logo. To win loyal customers, you need to develop a story that represents the quality and character of your organization or product. By then telling that story consistently across all channels and backing it up with exceptional customer service, you gain all the benefits (and profits) that come from being a trusted name in the marketplace.

If you’re a solopreneur — a freelancer, a consultant, or a one-person business dynamo — building a personal brand, essential as it is, may not be enough to fuel your success. You might also want to turn your talents into a branded business that others know and trust. This stands true especially if you want to compete with established businesses or if you have plans to grow your one-person business into a larger enterprise you can someday sell to a new owner.

In great print ads, the headline, copy, and design work together to grab attention, inspire interest, promote a brand promise, prompt the desired action, and advance the brand image. That’s a lot, but it’s not too much to ask. In fact, it’s what you need to demand out of every print ad you place. To achieve success, each print ad must include three powerful components: Headline Copy Design Punching up headline power Four out of every five print ad readers read only the headline, so write one that’s capable of targeting your prospects, grabbing attention, and making people want to read the rest of your story.

By following a few simple rules, you can successfully brand your small business. As you plan, launch, and manage your branding program, remember and train others to remember these three branding rules: Your brand is a promise that must be reinforced every time people come in contact with any facet of your organization.

Times change, businesses change, consumer interests change, culture changes, and sometimes brands need to change, too. If your brand faces one or more of the events in the following list your brand strength may be at risk and a brand update may be in order: Major business changes Major market changes Ch

Naming your brand is by far the most challenging, momentous, and necessary phase in the process of branding. However, coming up with a good brand name can be tricky. The following list presents qualities of a strong brand name. Reflects the character of the brand Describes the brand’s offering Creates a

Branding is the process that aligns the opinions people hold about your brand with the set of thoughts you want them believe and trust. As you develop your brand, follow these steps, in this order: Determine what you’re branding and whether your brand will be your one and only or one of several brands in your organization.

Great brands create consumer trust and emotional attachments. As a result, they foster relationships between consumers and products that lead to the following valuable benefits: Premium pricing: Consumers pay more for branded items that they believe have higher value and lower risk than lesser-known alternatives.