Looking at the Big Picture: Branding First
Building your brand is one of the most important steps in developing a new business. The number of small- and medium-sized businesses out there is growing exponentially — and you need to make sure your company is ahead of the pack. What differentiates your biz from the rest? And how will you communicate those factors to your prospects? One word — branding. What is branding? Some define branding as a “name, term, design, symbol or any other feature that identifies one seller’s good or service as distinct from those of other sellers.” (American Marketing Association). Others define branding as “the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decisions to choose one product or service over another.” (Seth Godin, author of ‘Linchpin’). However you…
