There are currently 33.2 million small businesses in the United States. With so much competition in the business landscape, standing out is more important than ever. A strong, distinct brand is one of the best ways to set your business apart.

In addition, your brand is one of a company’s most valuable assets. If your company were to be bought today, the buyer would want to use the existing brand to sell services since that brand is the one that the clients are loyal to. A strong brand not only helps your company reach your audience but also increases your market value.

What is a Brand?

When we think of brands, we think of logos, commercials, and slogans. However, that is not what a brand is. Those are just the ways that a brand is communicated. A brand is the heart and soul of what you do and deliver to your clients. A brand is also a promise that you’re making to your audience. It’s intangible, and it is one of your most valuable assets.

How to Build a Strong Brand

Know Who You Are 

At the core of any successful brand is a company’s identity. Before you can communicate that unique identity to the world, you first have to know what that identity is.

Ask yourself the following questions:

• What are our main goals as a company?

• Who is our audience?

• What are the problems our audience is having?

• How are we solving those problems?

• What makes us unique?

Hone Your Identity 

That last question is sometimes the most important. Strong brands differentiate themselves from their competition. Hone what makes your company different from your competitors.

Protect Your Brand

Protecting your brand once it’s established is just as important as building it. You have to treat it like the asset that it is and give it the security needed to keep it safe.

Make sure you have or can secure the following:

• Domains (URLs)

• Copyrights

Communicate Who You Are 

Effective branding comes from clear and consistent communication of the brand. Consistency creates repetition in your client’s minds, which establishes and builds your brand identity with them.

This is also where things like your logo, name, and tagline come in. These elements communicate your identity to the world and build value, turning your brand into an asset.

Adapt

Brands are living things. They’re constantly evolving to reflect changes in your company and the world around you. If your brand becomes too outdated, it can actually do a lot of damage to both your company’s image and performance. It’s crucial that your company have a pulse on its brand to know when it’s shifting. From time to time, audit your brand to ensure it still represents who you are as a company.

Getting Started

Whether you’re starting from scratch or are in need of a check-up, a great brand is built from a strong foundation of understanding and honing your identity.

Have questions about your branding or getting started on building your brand? Contact us to schedule a meeting with our team of branding pros; we’re here to help.