SCORE Small Business Blog

Marketing: Establishing a Brand

Boost Your Brand Recognition

Establishing and branding your business in an important business strategy.  It would include your name, trademark and all other means of product identification.  In your business you should consider creating brand recognition so that your customers recognize and accept your company as the best company to do business with.  Your customers will remember you and your brand because of habit and a good customer experience.  It is about creating awareness and having your customers talk about your product or service to others.

So how can a firm develop a brand?  First, It must have meaning in its customers’ lives.  It must create value which is something that your customers are willing to pay for.  The goal is to create a bond between a company and its customers.

Some ways to build your Brand name:

  1. Advertising
  2. Public relations
  3. Sponsorships
  4. Supporting social causes
  5. Exceptional performance
  6. Company logo, website design, letterhead  and the company image.

A good brand name can help build brand familiarity as it tells something important about the company and its product.  Ultimately a strong brand can be a powerful asset for a company because:

  1. A brand is a promise
  2. A brand is a guarantee
  3. A brand is a pledge
  4. A brand is a reputation
  5. A brand is an expectation of performance
  6. A brand is a presentation of credentials
  7. A brand is a mark of trust
  8. A brand is a handshake between a company and its customers

Know that a good brand will reduce selling time and effort as your brand is your reputation.  It will also improve the company image because it is known and trusted.  Your goal is to have your customers choose your brand over other brands because of their positive experience doing business with your company.

Julie BranderBusiness Mentor, SCORE New Haven
Julie has been a SCORE volunteer since 1997. She has 20 years of experience in business, starting a manufacturing, wholesale and retail jewelry company. After selling her business, she dedicated herself to helping other entrepreneurs start and expand their business. | @juliebrander | More from Julie

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Discussion (5) Comment

  1. Julie BranderVisitor

    Always know when starting a business there is no budget to build your brand. the best way to build your brand is to always get your name out into the community. Go to networking events, get on boards, comittees, donate gift certificates so new customers can try your products or services. Building your business reputation and brand take years of getting your name and products out into the community.

  2. VeronicaVisitor

    I am starting a business with my sister and believe having a strong brand is important. My question is, how much should you invest in your initial branding (logo, Web site) when you are first starting out? I have heard of some small businesses spending $25,000 to $50,000 for a logo.
    What aspect of branding do you think provides the most value to a small business owner?

  3. payday loansVisitor

    The author of has written an excellent article. You have made your point and there is not much to argue about. It is like the following universal truth that you can not argue with: Build a system that even a computer illiterate can use, and only computer illiterates will want to. Thanks for the info.

  4. DropshipperVisitor

    Creating a brand name, creates trust among the customers. The bond then becomes very important to improve business.

  5. BrennaVisitor

    Nice post, to refresh your mind on what one has to keep plugging away at.


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