Why Brand Your Business?

I’ve been branding my business(es) for the past year, and I wanted to share a few of the things I have learnt, and perhaps mastered, in the process.

I have spent months on Brand Trust, studying and understanding what goes into branding.

Initially, I worked with what I know from experience, and understanding the book dynamics did not hurt.

I came up with this summary for, hopefully, your benefit.

What is Branding?

Branding, by the basic google definition, entails:

The promotion of a particular product or company by means of advertising and distinctive design.
Google

Brands are the condensed expression of corporate peak performances. Attractive and successful brands know who they are and what performances they deliver, and conduct all their activities accordingly.

Why Branding?

In my personal opinion – branding is about longevity.

I have been an entrepreneur for 7 years now, and have tried out different avenues of business. I used to do hair, which later turned into a full hair salon when I was in University.

I have sold beauty products, and used to do make up. I sold shoes at a point. I dreamt of opening a shoestore someday (is the dream still valid?) I even sold fish at a point!

I ventured into media after graduating, and started blogging professionally. I created a Travel Show on TV. I decided to stray away from Television, and focus on Digital.

In summary, I would consider all these business failures in my right – because they failed to last, due to some gray areas I had failed to see in the creation of these brands. There was no intentional longevity plan.

I was in the process of creating a business, when one of my mentors asked me how I am sure this is something that will last – that it not just another business I am venturing into because I can.

Business branding ensures that you understand all corners of your business, to:

1. ensure longevity

2. maximise impact

3. optimise return

Your goals in a business should be to make maximum impact, and gain optimal return.

Depending on the type of business you are in, you would also want to last in the market as long as the business should last – and not crash because of some areas you may have missed in the analysis of your brand.