A Start to Branding Your Business

We hear all the time how important it is to create a strong brand for our businesses, but the actual task of doing this can seem complicated and daunting. Here’s a framework for approaching the job of branding your organization that will at least get you started thinking actively about it:

Find out how your customers currently see you. Whether we intend it or not, we already have a brand in the eyes of those we do business with. Sometimes, customers know your brand better than you do. A first step in managing and refining a brand is to know how you are being perceived in the marketplace so you can decide what needs changing and what needs reinforcing.

Take stock of your competitors’ brands.  A primary purpose of a brand is to help you stand out from your competitors. To differentiate your business, you have to know exactly what you are differentiating yourself from. This means an analysis of the brand identity and positioning of the other organizations most likely to be competing with you for the same customers.

Do a brand assets audit. Brainstorm with your colleagues about what it is that makes your firm great and special. Many of the qualities and values you list will look the same as those featured in your competitors’ marketing communications. This is unavoidable; we all want to communicate that we value quality, customer service, experience, etc. What you need to uncover are those things that are unique or different, even in subtle ways or in a matter of degree, and those which are aligned with your long-term business strategy.

Create a platform for communicating. My colleague Jose Palomino recently wrote a great book called Value Prop, in which he outlines the steps in building a solid platform for your company’s marketing messages. In a nutshell, he says think about what is new, what is useful and what is exciting about what you offer your customers, and he refers to these factors as innovation, indispensability and inspiration. If you can shine in these three areas, you have a strong basis for communicating with your market and for building and promoting your brand.

This, of course, is only a part of what goes into launching a new brand. You also have to establish a brand identity, verbally and visually—(check out my colleague Orly Zeewy's website)—and  strategize  about what your key messages are. Then, you have to be sure that every communication that represents you, from stationery to brochures and your website and email, is aligned with your brand and serves to reinforce it clearly.

For many, the execution of these ideas may require outside help to gain the perspective and additional manpower often needed to move through the process. Whether you tackle the job with help or with your own people, the rewards of taking time to clarify your brand will include increased visibility with customers and prospects, more consistent messaging throughout your sales and marketing organization, and a renewed appreciation for your own business and its position in the marketplace.