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.

Some brands get off to great starts. Some are wobbly from the get-go. Others start well and then lose their way through lack of focus, discipline, and follow-through on brand strategies, brand promises, and reliably consistent brand experiences. Thinking of branding as a quick fix The mistake: When business is down, when customer interest ebbs, or when competition surges, otherwise cool-headed professionals begin to believe that a cosmetic fix will remedy all that ails the bottom line.

Your brand is a reflection of what you stand for, so it has to align perfectly with the values and purpose of your business or organization. The following tips are helpful if you’re unclear about what you want your brand to stand for, the customers it serves, and what it promises. This information is also great if you have a good sense of your vision and mission but haven’t yet committed anything to writing.

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.