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40 Days to a Better Business: Day 30 – Branding Your Business


40 Days to a Better Business

by Roshanda Pratt

When you think of brands like Wal-Mart, Starbucks or Nike you probably think of very specific things.  For me, Wal-mart is one-stop shopping for all things.  Starbucks is the cool, trendy place to get a good cup of Java.  Nike is the sneaker that allows you to “Just Do it.” These companies and many like them have successfully branded us with their mission and vision.  Branding can be defined as consistently executing and promoting a specific set of values, both internally and externally, for the purpose of establishing ownership to those same values in the marketplace.

With that definition in mind, let’s consider Wal-Mart.  The store has branded itself as a low-cost store.  When you see a Wal-Mart you can count on saving more, living better.

Now, while your company name sets the tone for your brand, along with your logo and tagline, those elements alone are not the sum total of branding your business.  Simply put, branding is an impression; a mark you impart on your client or customer. The topic can be rather exhaustive; however, before you begin here are a few questions to consider:

What makes you different from the other guys? What are your competitors not doing?

The above questions are a starting point to showcasing your values and what you represent.  Remember Branding and Marketing are NOT the same.  Marketing can be simply defined as making specific people aware of who you are, what you do, and how it can add value to them. It is important to know the difference in order to effectively market and brand.

There is an effective, cost efficient way to brand your business, many of the tools you can do yourself as a small business owner.

  • Make sure your message is consistently delivered to every customer through the quality of product or service, packaging, logo, tagline and etc. Consistency is critical. It creates expectation.
  • Analyze the trends in your specific industry or niche and position yourself within the industry as an expert. You can do this by blogging, writing an E-book, creating a newsletter or providing media interviews.  This establishes your reputation and builds credibility.
  • Give something free to your target customers. Think Ice-Cream. Baskin Robbins gives away a free pink spoon of Ice-Cream as a taste test. How can your clients or customers “taste” or experience what you have to offer?
  • Let the customer get to know you.  Many people feel more comfortable purchasing or supporting people they know. Consider using yourself as the face of the brand and letting customers get to know you.
  • And most importantly, stay relevant. In a world constantly changing because of technology make sure you stay on top of what’s happening and how it could affect your business.

Branding is very important to your business growth.  It is critical.  As a small business owner we must become lifelong students as pertains to cultivating a business that makes an impact on the world.  Your business is meant to make a difference, a mark on the world.

Branding is about communicating a message … so, how have you been doing? Branding is the personality of your business.

Here is my challenge to you: Take the next month to work on branding your business. If you have already created a brand for your business, it may be time to do some spring cleaning of your image.  Let us know how you are doing in the process and if you have any questions.

You really can have a better business in 40 days… START NOW!


Miss any posts from 40 Days To a Better Business? Read the entire series here.

Learn more about starting your own business HERE!


About Roshanda Pratt

Roshanda left the world of breaking news, hurricane coverage and as her husband puts it “writing mini research papers” as a television news producer to start a family and pursue her desire to help people understand the how-to of that big black box called a television. Roshanda is the lead media consultant with REP Communications Network where she connects people to what she knows and who she knows. Roshanda is married and mom to three children(6,4 & 2)all who are starting school this year! She serves faithfully in her local church and loves the Lord because He first loved her! You can connect with her on Facebook at REP Communications Network.

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