Brand Building Is A Journey

by S. Housley

Brand building is indeed a journey. Branding is all about how your product or service is perceived by customers and potential customers. A brand marketer attempts to manipulate brand awareness by associating traits they would like consumers to associate with the brand.

Building a brand has everything to do with capturing the hearts and minds of consumers. Building a brand is much more than just promoting an image. A brand incorporates and conveys the values and traits that a company wants associated with their product or service. It sounds like building a brand is a simple task, but the marketers must do more than just create a brand image. The magnitude of branding encompasses all aspects of a product. With this in mind, we've put together a guide for marketers on the journey of brand building...

Protect Your Brand

Regardless of whether there are current brand expansion plans or not, it is a good idea to register the brand domain in other countries (like .eu). Registering the brand in foreign markets, even if you don't use them, will help protect the brand. Additionally, be sure to register the brand as "account" names on the various social networking sites, if for no other reason that to prevent someone else from doing so and taking advantage of (or misrepresenting) your brand.

Defend The Brand

Monitor popular blogs, news feeds, and other online resources for any mentions of your brand. If there is a mention, such monitoring will allow you to react quickly if the need arises. Use ego feeds and Google alerts to receive instant notifications when the brand is mentioned in the social media.

Develop A Brand Image

Develop an image that can be associated with your brand. Brands tend to be iconic, and consumers will often associate an image with a brand. Providing that image will assist consumers with brand recognition. Small business owners often wear multiple hats, but graphic design is not for amateurs, so this is an area that is often worth spending money on. The graphic image associated with your brand should be professional and visually appealing.

Brand Consistency

Every contact that you have with a customer or potential customer should reinforce your brand. Branding should be consistent in all aspects of your business and promotion. Present the same image and colors in all aspects of a consumer experience, from business cards to invoices to web design and so on, so that they all remain consistent.

Global Brand Concerns


The world is much smaller than it use to be, and this offers businesses an opportunity to breach new markets. But it also poses a challenge to small businesses who are unaware of how their product, logo, slogan, or brand will translate or be perceived in foreign markets. Be sure to consider and investigate the global implications of any text, slogans, or images that you associate with your product or service, and be aware of how it might impact your brand in the global market.

Establishing a strong brand can have significant value, and truly is a journey that companies should embark upon in their quest to be successful.


Sharon Housley manages marketing for FeedForAll http://www.feedforall.com software for creating, editing, publishing RSS feeds and podcasts. In addition Sharon manages marketing for RecordForAll http://www.recordforall.com audio recording and editing software.