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How to Create a Brand that Sticks

Written by Eileen Parzek, © 2003

Most people, when they hear the word branding, think logos - but in fact, branding is really much more than that. A brand involves blending the image, purpose, and focus of your business, with your core marketing message, and coming up with something which will stick in the minds of people who encounter it. As a business or an independent professional, it is who you are and what you do, packaged neatly, clearly, and memorably. A logo is only a tangible representation that works to reinforce a brand.

So - what kind of personality does your business have? Is it conservative and solid? Outgoing and fun? Or robust and strong? And, what is your business focused on doing? Whom do you want to work with? How does your business differ from the competition? And what makes it so special, after all? Do not try to name every special quality or unique selling point - you can actually build a brand on just one unique quality! Once you can answer these questions, you can begin to create your brand. The question is what you want YOUR brand to leave behind in people's heads.

Practically any business or professional can benefit from a strong brand. But branding is even more important for micro businesses and independent professionals because they face tighter competition. A well executed brand and identity can help them compete on a larger playing field, appear more professional, and stand out from the hordes of competitors.

Read the rest of this article and much more, in our e-book, Do It Yourself Branding

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Eileen Parzek is an award winning graphic and web designer providing digital and print graphic design and web design services. Always found at the intersection of information, creativity and technology, her business, Business Design Studio (www.businessdesignstudio.com) helps small businesses make a big impression.

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