Branding 101

Branding 101

Contrary to popular belief, a brand is not necessarily a company, or even the products or services that they sell.

In fact, in a recent report, a brand was cleverly described as “a person’s gut feeling about a product, service, or organization.”

This basically means that brands are actually defined by individuals. Therefore, the general consensus on how people feel about your company will eventually and ultimately define your brand.


Considering this, if you are a business owner or are planning on being one, focusing on brand development should be at the top of your list. Regardless of what type of product or service you provide, having an effective strategy for branding can actually be a determining factor in whether or not your business will succeed.

So now that you know not properly developing your brand can have a negative impact, here are some basic steps to take in order to get you started on the right path.


  • Do Your Research – Whether your branding a service, product, or even an individual, you must begin by finding out everything you can about the market you are entering into, and that means knowing everything there is to know about your competitors. Who are they, Where are they, What do they offer that you don’t and How much do they charge?  By doing so, you’ll be better prepared for what lies ahead for your business.


  • Brand Definition – This is important, as not only is it a description of what it is exactly that you’re offering, but it’s your chance to tell people what is unique or ‘different’ (or completely awesome!) about your company that makes you better than the competitors.


  • Brand Positioning – Figure out which medium(s) you will be providing your product or service thru, whether it’s online, in-store, mail order, or any other means. In addition, decide whether you are citywide, statewide, nationwide, or international and take the necessary legal steps to protect your name via trademark registration.   Next, try to determine whom your target audience is and how you can possibly best ‘reach’ them.


  • Launch Your Brand – Once you have your legal name, registered logo, and maybe even a solid slogan/tagline, then it’s time to begin promoting your business. Even if you’re starting out locally, online ads are still a good place to get the word out as well as traditional print or radio. Plus, you should begin to build a fan-base on at least 1 social media network as well.


There you have it, the basics of branding 101– and though there is a ton to learn about the topic, these tips should get you headed in the right direction. Also, please check back pretty soon for more helpful info on branding your business, including how to manage and leverage your brand as you move forward!

At Swift Whale Creative we invite you contact us to give your brand a Kick Start!