Business Startups: Company Branding

| Articles, Santa Clarita Living, SC Women | September 18, 2013

By Tobias Anne Skelly

Branding your company goes deeper than choosing a name, fancy logo, slick image or clever tagline. A company’s brand is its identity. The brand describes who the company is, and makes tangible its core values and the value the company adds to the community it serves.

A successful company brand is one that instills trust and excitement within its customer base, company employees, vendors and partners, and the community at large. A successful company brand allows a business to stand out in a crowd of competitors as more than just identifiable and familiar. It evokes positive feelings and expectations of doing business.

Creating a successful company brand begins with the strategic planning process, so before you name your company or have a logo designed, here’s what you need to establish:

1st: Establish your company’s purpose. If you don’t know what your company stands for, neither will anyone else! Ask yourself what your proposed company can bring to the community. What issues does your company solve? What groups or individuals will benefit from your company’s existence? If your answers inspire you, then you’re on the right track.


2nd: Establish your company’s reputation. Remember that trust must be earned, and the basis for trust is personal and professional integrity. The principles, practices, and policies your company will operate under are critical when it comes to a customer’s desire to do business with you, as well as their personal feelings of satisfaction. Perception also matters when it comes to reputation. People need to see that everyone associated with the company is consistently authentic, genuine, and principled.

3rd: Establish how you will communicate your value to others. Both the community and those identified as your potential customers must be told that your company exists and why it is of value to them. Create a clear and concise message. You want to encourage legitimate dialog, so avoid non-essential content, unprovable claims, and clichés. Keep your message focused on the actual value your company can provide!

Tobias Anne Skelly is a Business and Marketing Consultant for small business owners and start-ups. She is the Owner of gITnoticed® Marketing and an Educator in Marketing and Communica­tions. To learn more, visit www.gitnoticed.com or send email to toby@gitnoticed.com.

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