Revisiting Branding 101

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by Ann Gabriel | |

Your brand is not just how you want to be perceived by others but a commitment to your customers. Your brand determines the products and / or services your customer will expect – whether you are high cost or low cost, high quality or low quality, traditional or digital. Of course, you can’t be all things to all people.

Setting up your brand

Identify first what type of products or services you would like to sell out to your customers. Organizations with good branding know very well what they’re offering and who their target markets are. Although it’s a challenge to define a brand, the questions below should help you in your journey to business discovery:

  1. What is your company’s mission and vision?
  2. What is your signature product and its features?
  3. How do you want your company to be perceived by your customers?
  4. What qualities do you want customers to associate with your company?
Branding 101, brand, branding
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Communicating your brand

Once you have defined your brand, you must know how to live the brand as a company. Communicating your brand must also include your methods of communication to the general public. A good indicator is when you have convinced your customers to duplicate your brand communication through passing it on to others.

Communication starts from within. Your employees should be able to speak your brand and stand for it. Train employees to embody the brand by keeping them engaged, informed and empowered.

Here are a few tips to help you communicate:

  1. The foundation of your brand is your logo. Integrate your company logo to your website, letters and other promotional collateral.
  2. Get a catchy but concise tagline. Let your customers be aware and remember your brand attributes.
  3. Integrate your brand. Branding shall be included in every aspect of your business.

Defining your brand even for small businesses can be complex. Do your research and study your prospective customers. Don’t just rely on what you think but think like you are the customer.


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