Small Business Systems

Understand branding

Branding is often confused with marketing or advertising. Although related, they’re not the same thing. In reality, marketing and advertising are ways of promoting your brand.

Your brand expresses the core values and characteristics of your business, and it should be at the foundation of all your marketing efforts. The goal of branding is to position your company as the one that your target customers think about first when they need your product or service, the one that they are loyal to despite the competition, and the one that they feel good about recommending to others.

If you haven’t already done so, create a mission statement to share your goals and purpose
for your business.

Use your mission statement to brainstorm words and phrases that encompass your brand.

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