How to Define and Build Your Business Brand
× Search

Sprocket Websites - Blog / News / Updates

How to Define and Build Your Business Brand
Kate Gingold
/ Categories: The Sprocket Report

If you find this helpful, pay it forward! More after the article...

How to Define and Build Your Business Brand

The Sprocket Report

We recently were privy to a discussion on business branding. The debate sparked some varied and emotional responses among marketing professionals. When was the last time you seriously considered your business brand?


We all use the term “brand” on a regular basis, but if you were asked to explain what the term means, what would you say?


Cattle are branded with a symbol that identifies which ranch they come from so you can say “that brown cow is from the Double L ranch and that black cow is from the Flying W ranch.” That’s a great start, in that you recognize and identify the ranch home of those cows. But does that tell you anything at all about which cow is the better choice for you?


If you know ranches, maybe you remember that the Double L ranch is on a rocky slope while the Flying W ranch is a well-watered pasture of green grass. Now you’ve associated influential characteristics with each brand:  Flying W cows eat more grass than Double L cows.


Now it’s no longer just the symbol on the cow that’s important – it’s what the symbol makes you think about when you see it. That’s why the most coveted apparel brands put their name all over their product. If a consumer has paid a premium to own a coveted brand, they want to make sure everyone knows it.


Branding can hurt a business as well, if the connotations are negative. When generic products first started appearing in grocery stores a generation ago, most were sub-standard and they garnered a terrible reputation. Many people still refuse products simply because they are labeled generic- or store-brand. Even though some of them are exactly the same as the name-brand counterpart.


Our favorite definition for branding is from the online Business Dictionary:


Branding: The process involved in creating a unique name and image for a product in the consumers' mind, mainly through advertising campaigns with a consistent theme. Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers.


You and every other business and organization have three branding challenges to face: 


#1.  Identify what your brand is now

#2.  Identify what you want your brand to be

#3.  Promote that ideal brand


So what do people think of your current brand? Be honest and maybe ask around. Do they think “Saks Fifth Avenue” or “Old Navy?” One is not “better” than the other – they’re just different, with different clients. Does your brand elicit the identity with which you want to be associated?


Once you identify what your brand is, you can influence how people perceive your brand through marketing. Does the look of your website project the right image? Do your social media interactions show how you want people to see you? Are you displaying expertise and trustworthiness in your marketing content?


We want to be your marketing partner. No “one size fits all” for us! Bring your branding goals and together we can promote the organization you want the world to know. Call us today and we’ll be happy to get started! 

Did you enjoy this article? Was it helpful? Insightful?
Then please share it! Post it on your favorite Social Media platform(s) so your followers see it.
It's easy. Just click on any of the social icons below and we'll do the heavy lifting for you.
Oh yeah, leave a comment below. We'd love to hear from you. Thanks for visiting!

3311 Rate this article:
No rating
Kate Gingold

Kate GingoldKate Gingold

I have been writing a blog with web marketing tips and techniques every other week since 2003. In addition to blogging and client content writing, I write books and a blog on local history.

Other posts by Kate Gingold
Contact author Full biography

Full biography

I have been writing a blog with web marketing tips and techniques every other week since 2003. In addition to blogging and client content writing, I write books and a blog on local history.

Previous Article What to Expect From a Social Media Marketing Consultant
Next Article Sprocket Websites Marketing Helps Make Networking Mixer a Huge Success!

Leave a comment

This form collects your name, email, IP address and content so that we can keep track of the comments placed on the website. For more info check our Privacy Policy and Terms Of Use where you will get more info on where, how and why we store your data.
Add comment

Contact author


Stay In-The-Know...

Via QR Code

... With Every-Other-Week Tips!

Every other Tuesday, you'll receive the Sprocket Report completely free! Learn the latest business tip or news about what's currently happening in internet marketing. You get:

  • A web marketing tip from Kate
  • Another one from Breanne, and
  • Bonus! Tips curated from around the web

That's three valuable posts that you can read, plus a quick look at upcoming events and what's being discussed on Twitter. 

You'll want to get this info for yourself, in your own inbox. It's easy!

Type your email in the box above. OR scroll to the bottom of any page on this site. We have our subscription box there, too!

We NEVER give out your email address to anybody else and we don't flood you with ads. It's just good, free information. 

About Us

We turn surfers into visitors and visitors into customers.

We'll make you a beautiful, interactive website. Then we'll help drive traffic to it.

Read Archived Articles




Get The Sprocket Report


Terms Of UsePrivacy StatementCopyright © 2024 by Sprocket Websites, Inc.
Back To Top