Bill Chiaravalle

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.

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.

Your brand character is like the personality of your brand. Some brands are serious or even somber, and some are whimsical, fun, or playful. Some brands are youthful, and some are like silver-haired sages. As a first step toward defining your brand character, ask yourself these questions: What adjectives do those near and dear to your brand use to describe it?

Your brand launch needs to happen in two phases: first an internal phase and then an external phase. Only after your internal team is on board and every customer touch point is in alignment and ready to deliver on your brand promise are you ready to take your brand outside your organization and to your target market.

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

Great brands create consumer trust and emotional attachments. As a result, they foster relationships between consumers and products that lead to the following valuable benefits: Premium pricing: Consumers pay more for branded items that they believe have higher value and lower risk than lesser-known alternatives.

To fortify your brand from attack by competitors and to protect it from damage resulting from misuse or mismanagement, be prepared to take these essential steps: Register your brand name. The minute you decide on a name, reserve it as a domain name and as a username across social networks, becauase online real estate moves quickly.