How to create a memorable brand for your business.

Branding is a common term in the world of business. Yet, there is no clear definition of what it is and little consensus about its meaning. Marketing experts do, however, agree that branding is much, much more than just a logo.

The prime objectives of branding are to identify and distinguish your business in the marketplace and to create a memorable symbol that provides a connection between all audience experiences, associations and perceptions of your business. If your memorable symbol is the one that pops into a potential client´s mind at the time when he is considering a purchase — and all the associations that go along with it are positive — chances are that that potential client will soon become a valued client.

So, what exactly are the elements of a memorable brand and how can you create one for your business? Here are some pointers:

The Name

• The basic identifier of a brand is a name. A good, brandable name is easy to pronounce and remember. If, on top of that, it evokes positive associations, creates intrigue and interest and hints at what is on offer, then you probably have a winner.

Unique Selling Proposition: USP

• A USP is also known as the brand position or brand promise. It is a clear definition of who or what you are, what you stand for and what you have to offer. It also contains a clear statement of the major benefits your business offers and defines that thing that differentiates you from the competition. Without differentiation, there is no basis for branding. Though your audiences may never see your USP, it will inform much of your communication with them.

• To define (or create) your USP, do the following:

  • Start with a simple explanation of what you do or offer. It does not have to be any particular length, but it must be truthful, accurate and clear. Make sure that you capture “what is so” about your business.
  • Write down that one promise that your customers can ALWAYS expect from you.
  • Now state your trump card: that thing that makes you stand out above the crowd; that reason that will sway your audience to choose you; that compelling and unique difference between what you have to … Read more »

"A brand for a company
is like a reputation for a person.
You earn reputation by trying
to do hard things well."

Sign up to get a free
"Thought for the day"
delivered to your inbox »

• How to create advertising GUARANTEED to generate business for your business. For a limited time only: Save R1 000. Book your 2010 workshop now! A highly-interactive one day workshop packed with expert marketing tools and tips.
  • 21 January, 19 February, 18 March 2010: Sandton, Johannesburg
  

  "Well structured and very informative. Instead of sitting back and listening
  to a lecturer, one get´s challenged to write and create one´s own material.
  Hands-on, practical, no-nonsense approach to advertising."
  — Wanda Henning, Marketing Communications, ERWAT.

  "Very, very informative. Very practical. Produces the results of the lesson
  right in front of your eyes … this is knowledge one can actually use."
  — Reggie Moiloa, Graphic Designer..

  Read more »