Branding Your Business

Posted by Vokshori Law Group on June 10, 2011 · 1 Comment 

Branding is every bit as important to small business as it is to big companies.  I always urge clients that are just starting out to think about their brand and how they’ll choose to communicate it as they establish the business.  The question is whether the makeup of the brand is created intentionally or accidentally.  Small businesses in possession of a strong brand are more likely to achieve great things than those that simply go out there and compete.

What is a Brand?

Your brand is how you communicate the essence of your business.  It includes your business name, the products and services you provide, and how you deliver them to your consumer.  It’s not just a logo.  It’s the idea you create in your audience’s mind about who you are and what you do.

How to Build a Brand?

(1)    It starts with assessing your enterprise as well as the environment in which it operates.

(2)    Define your mission as a company.

(3)    Visualize and understand your typical customer and their priorities, habits etc.

(4)    Find out what the competition is doing right.

(5)    Draft a brief summarizing your research, best practices by competitors, and elements of other brands that work.

(6)    Develop core brand elements, such as logo or logotype, tagline, brand-positioning statement or even product names.

(7)    Launch the brand to your team and inspire and empower them to become its guardians.

Whatever stage you’re at, thinking about your brand and rationalizing it will give you some control over how you are perceived.   Your brand is an insurance policy that keeps people believing in you even if something goes wrong.

 

(This article is for informational purposes and does not contain or convey legal advice. The information herein should not be used or relied upon in regard to any particular facts or circumstances without first consulting a lawyer. If you have any questions about this Article, please call or e-mail Stephen Vokshori, Esq. (213.986.4323 / stephen@voklaw.com) or any other member of Vokshori Law Group.)

Filed under Corporation, Enterprise · Tagged with brand, branding, corporate, insurance policy, law, small business