What Do You Do and Who Do You Do It For – Uncovering the Keys to Your Brand

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Brand can be a really fuzzy concept. Plenty of small business owners think that brand = their logo. They’re not necessarily wrong, since a logo is part of an overall brand. But what many don’t know is that their overall brand is a whole lot more. What I hope to break down in this article is explain a little bit more about what is included in an overall brand as well as how to get started with branding (especially if you’re a new small business or if you’re an existing business but never put a lot of thought into your brand). This is in no way an exhaustive source, but more of a quick primer to get you started off on the right foot.

What is a brand?

30 seconds on Google and you can pull up a hundred different quotes on brand and branding … like this one from entrepreneur, author, and speaker Seth Godin:

“A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.”

That’s actually one of the better ones because a lot of them can add to the overall fuzziness and misunderstanding, but it still falls short of giving you some concrete examples of what is included in a brand, so I’ll try and elaborate on that. Basically, there are tangible and intangible elements.

Aspects of Your Brand (in no particular order):

All of these together can be lumped under Brand Identity or overall branding.

Some Basic Keys

When approaching branding your small business, it’s helpful to keep these 5 points in mind:

Answering Key Questions

This is really the meat and potatoes here. Answering these basic questions might be easy or it might be difficult, but it’s important to answer them. Putting some serious thought into it as this is the basis for your brand strategy (aka long-term goals for your business and brand) as well as your overall business marketing.

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