How To Build Your Company's Brand And Stay Consistent

Author: Alexander Kitingan   |   Posted on: July 26, 2016

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A company's brand is important. It is what the general public uses to identify your business and how your business is viewed by clients and customers.

Building and maintaining a brand is more important for small business owners than large corporate companies. They simply weather bad publicity better due to the fact that their brand is established whereas smaller entrepreneurs need to work harder at establishing their brand and maintaining it consistently.

Using large brand strategies as a template, this step-by-step guide can put your business on the right track:

Step 1 - Identify Your Brand

Your brand is not just about the products or services that you sell, but about the character and personality of your company. Marketing professionals use a tool called a SWOT analysis (Strengths, Weaknesses, Opportunities And Threats) to help identify a business brand.

- Determine the STRENGTHS, benefits or advantages that your business provides.
- Identify any WEAKNESSES that may affect the overall perception of the company.
- Evaluate OPPORTUNITIES that may be beneficial in promoting your business.
- Recognize THREATS that the current market climate, industry competition or trends that could jeopardize the company.

This forms the foundation of your brand identity.

Step 2 - Market Research

You need to know the demographic of the market segment that your business is aimed at. Important market demographics include:

- Age
- Gender
- Race
- Culture
- Religion
- Income
- Education
- Family Statistics

Branding aimed at a lower income, middle aged man will be very different to marketing focusing on teens and young adults. Create a mission statement that incorporates the aim of the business and the needs of the market segment.

Step 3 - Design Your Brand

A logo is an important part of branding to allow your market segment to identify your business quickly and easily. It is the symbol that will depict not only the business but the brand that you have built in the above steps.

Creating key messages about the business, products or services as well as the brand is essential in the design phase. These key messages will establish the brand personality, market the business and go towards consistency.

Colors, fonts and style used in both the logo and messaging are also key to establishing a brand. Once again, consistency is important. Changing any of these three components will hamper the brand building process.

Step 4 - Market Your Brand

If you don't market or advertise your brand, it will simply have no impact and will add little or no value to your business. A good place to start is with your existing customer or client base. Get them excited about your branding and launch your brand to them first.

Social media is a great tool to launch and promote a new brand. It creates large exposure, faster than any other type of marketing tool. Email marketing is another good means to get your brand out there.

Of course, the process of consistent brand building does not end there. You will need to keep monitoring your brand and make any adjustments necessary to ensure that it continues to make the greatest impact.

Alexander Kitingan is a successful marketer and two time Amazon Kindle best selling co-author.

Learn more about Alexander and his powerful and effective marketing techniques at