branding – introducing your business to your community
branding is a name, symbol, slogan or design that identifies and separates your business from others. Effective branding reflects who you are, who you want to be and who people perceive you to be. It’s a promise to your customers and tells them what they can expect from your business, differentiating your offering from that of your competitors.
The foundation of your brand is your logo, although a strong brand is more than just a logo; it’s reflected in everything from customer service, staff uniforms, website and premises to your marketing materials and advertising.
A brand strategy is how, what, where, when and to whom you plan on communicating and delivering on your brand messages. Where you advertise is part of your brand strategy. Your distribution channels are also part of your brand strategy. And what you communicate visually and verbally is part of your brand strategy, too.