Among the countless issues to consider when starting a business, creating a brand is something that often gets put aside ‘for later’. And although fundamentally straightforward, branding is often misunderstood, or characterised simply as a company logo. In reality it stretches over your entire business, and can have a massive impact on your success, so let’s start with a definition:
What is branding?
Firstly, BRAND is what people think and feel about a business as a whole – not its services or pricing. BRANDING is the set of tools employed to convey that brand, and to influence what people think and feel.
This influence starts with a company’s name. The right name sets the right tone, and meets expectations. An inappropriate name gets things off to a confusing start.