The Basics Of Branding

Branding is one of the most important parts of building a business of any size. Creating a brand strategy allows you to define the goal of your business, find the target customer, and develop the morals that your business will practice throughout day to day operations.

Branding your business requires plenty of work, but once done, will let your customer know exactly what they could expect from your products and services and what separates you from competitors. Your business' brand defines who you currently are and who you want to be moving forward.

The initial part of branding is your logo. This is what everyone should picture, when discussing your business and it should be involved in all parts of business operations. This includes websites, social media, packaging, and any promotional products developed. Your logo should be memorable and effective. Choose your colors and style wisely, as this is the visual of your business.

Brand strategy and the process to brand development:

Defining your brand is like an exploration of self-discovery, but for business. It can be difficult, time-consuming, and uncomfortable at times, but the process is fairly simple. Some of the questions that you can ask yourself along the way include:

  1. What is your company's mission?

  2. What are the benefits and features of your products or services?

  3. What do your customers and prospects already think of your company?

  4. What qualities do you want them to associate with your company?

Do not rely on your own thoughts throughout the process of answering these and use the customer's needs to spark ideas. Learn the habits, needs, and desires of the target audience. You can also work with similar businesses, effective business leaders, and mentors to find your path to a strong brand.

Building a message:

The first and most important part of messaging is your WHY. There are three parts to this system known as the "Golden Circle" created by Simon Sinek which is as follows:

The What, the How, and the Why.

The What: This is you as simple as knowing what your business does. It is the basic service and/or product you offer.

The How: This is how you carry out your business services to reach your end goal and what separates you from competitors in your area of specialty.

The Why: This is your purpose and belief as a business, the end goal of your services and practice, and the reason your organization exists.

By starting with the why, you are revealing your purpose while reaching out to your customers. The why is what customers respond to and cause them to feel emotion when looking at a business or service. Developing your why is vital to branding a business and becoming successful in both operations and customer relations.


"Expansion Marketing is making life easier by digitizing the world of small business through web design, social media, and digital marketing."

Branding is a complex process that is most necessary for newly developed businesses and Expansion is here to help if needed. There are plenty of sources online to use as well. For branding help, please reach out to us through or any social media platform @expansionmktg.

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