There is a lot of confusion about what it means to build your business’s brand. Is it simply designing a logo and slogan, or is more involved in branding? Though a name, slogan, sign, and logo are all elements of a company’s brand, in this day and age branding is much more complex.

Branding is the mental image of who you are as a business, and what perception consumers have when they here or think of you. Your goals for building an effective brand for your business include, but are not limited to:

• Clearly delivering your message or mission
• Having solid credibility among consumers
• Motivating the buyer to make a purchase
• Building long-term relationships with loyal customers

Once you have developed your company’s mission, then you must think about why and how your products or service benefit users. What sets you apart from the competition? Why are you unique? If your business was not around, what would consumers be missing out on?

It is extremely important to learn the habits, needs, and desires of your current and potential customers. Now is not the time to rely on what you think you know. You must do extensive market research so that you can truly connect with your audience.

You have to truly understand and connect with the needs and wants of your current and prospective customers. When consumers are able to identify with you, your brand will grow, perhaps in ways that you can no longer influence or control.

A strong brand is one that gives you internal and external value needed for your marketing. Audiences will instantly “get it” without too much thought. Whatever you are promising with your product or service should be clearly conveyed with your brand, and of course, your business should be able to follow through on those promises to establish and maintain credibility.

Once you’ve developed a killer brand, it’s time to get it out into the world! Design a logo and place it everywhere you can. Work on integrating your brand into every aspect of your business, from how you answer your phones to company uniforms. The most important thing is that you be consistent. The worst thing for your credibility is when your audience is confused about the message of your brand. Coca Cola learned the hard way not to mess with a good formula, be true to your brand and stay consistent with delivery.