How To Brand Your Business

What comes to mind when you hear the terms “Swoosh”, The Golden Arches or Starbucks? The term “swoosh” may lead one to think of a pair of shoes, a set of golf balls or maybe a pair of sunglasses, all manufactured by Nike. The term “Golden Arches” has become synonymous of the McDonald’s Corporation, and the term “Starbucks” may revert your memory back to a good cup of coffee you had this morning. Other than the fact that they are billion dollar corporations, what do Nike, McDonald’s and Starbucks all have in common? They are all big companies that understand the importance and power of their brand.

Today, brands are more important than ever. Your company’s brand is its identity – it is what sets your company, product and services apart and makes you stand out from your competition. Your brand can take many forms, including your company’s name, logo, slogan, color scheme or jingle. It establishes the “personality” of your company, its products and services, and it allows your current and potential clients to view your company, products and services with a certain level of trust and credibility. Your company’s brand is, therefore, one of the most powerful elements in establishing your company’s “Corporate Identity”, as it indicates what your company is able to offer and provide to clients.

Branding is often used as a marketing strategy. Clients have to be aware of your brand to consider using your company. Branding familiarizes the public with your company’s products and services. In establishing “brand awareness”, you want clients to have the ability to recognize and associate your brand, whether it is a name, logo or slogan, with your product or services. Your goal is to have clients think of and desire your brand of products and services over that of your competitors. Just as Coca-Cola wants consumers to desire their products over that of Pepsi, you want your brand to place you at the forefront of your market.

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