Your brand is your verbal, visual and written promise to your customers. It sets the stage for what they may expect from the products and services that you offer. It is your opportunity to differentiate your self from your competitors. Your brand is created when who you are and who the public believe you to be as well as what you want to be is clear.

You have a logo, you have a website, you have business cards and you have product, lots of product, with your logo on it. You are advertising on all the social media sites. That’s it! You have built your brand right? Or have you?

Branding today is a critical part of any business, whether small or large, even B2B, having an effective brand strategy will give you a major edge in this increasingly competitive consmer market. Knowing what branding is and what it means is crucial if you want to stand apart from the crowd and command your share of the consumer market. Building a brand is much, much more than just those things. Sure, they are critical elements of your brand, but what is the brand?

Brand
/brand/
Your brand is your verbal, visual and written promise to your customers. It sets the stage for what they may expect from the products and services that you offer. It is your opportunity to differentiate your self from your competitors. Your brand is created when who you are and who the public believe you to be as well as what you want to be is clear.

How is your company positioned in the consumer market? Are you innovative, experienced, reliable, a low-cost leader, etc.? To answer this you must know who your target customer is. Once you know this, you can give them what they want and need. Stay away from the trap of trying to be all things to all people. This will muddy your brand and confuse your customer.

Logos, color palette, packaging and your voice in marketing material and advertising are all things that will support your brand. Careful attention should be given to these as well. Building a brand is not so much what you have, but largely how you make your customer feel. If you can make them want something they never thought they had a need for, then your branding is successful.

Caroll Atkins, CEO
Caroll Atkins Creatives