Bill Chiaravalle

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.

Branding your business takes a significant amount of thought and effort. In order to get you started in the right direction, you will need to know some lingo. Following are some need-to-know terms: Brand: The essence and idea of what you stand for. Your brand starts with a vision and grows into a promise about who you are and what you stand for that gets reinforced every time people come in contact with any facet of your business or organization.

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.

The best name, logo, ads, and efforts can’t compensate for a weak brand. But what’s a brand? And how do you build a strong one? These ten truths summarize the key points you have to know. Branding starts with positioning Positioning is the process of finding an unfulfilled want or need in the consumer’s mind and addressing it with a distinctively different offering.

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

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.

To fortify your brand from attack by competitors and to protect it from damage resulting from misuse or mismanagement, be prepared to take these essential steps: Register your brand name. The minute you decide on a name, reserve it as a domain name and as a username across social networks, becauase online real estate moves quickly.