How to Create a Brand

We feel the rightness of creating a brand in our bones. Marketing and advertising agencies tell us that we’re supposed to “create a brand,” and we believe them. After all, who wouldn’t want a name like Nike, Kleenex, or Starbucks to call their own? But folks in businesses just beginning branding often find it expensive and know that it doesn’t always produce the immediate results a “low, low price sale” will. This is when it is time to spend energy and create a brand that will allow your company to leap forward. The good news is that you don’t have to take the traditional approach of spending lots of money to identify and create a brand. You have all the tools available to you at little or no cost. First, don’t be fooled that you need some high-priced, extensive study, marketing testing set of words before you can brand yourself. Let’s face it — you know what your company is about. You know what your company stands for. You created the company with a set of values. You believed the business was booming. Therefore, you are the right person to create a brand for your business.

How to Create a Brand

That’s more than half the battle. Once you know your brand, you can articulate it to someone. Then you have to figure out a 3-7 word phrase that evokes what your business is about. This phrase must resonate with and create a gut feeling for your audience. Admittedly, this is a bit tricky to do on your own. If you need assistance, this is where a marketing agency can help. The critical thing to remember here is that you are in control. And you decide how much you want to spend with the agency. Ask the agency to give you a half-dozen of the best options they create. (And ask for those that are within your budget). That should get you close enough to find the tagline you think will work best for your business. Remember, even if you’re beginning branding, you know your brand best. It won’t work for your customers if it doesn’t work for you. Don’t be afraid to reject all the ideas that the marketing firm came up with. If they aren’t right — they aren’t right.