Branding - 10 Things You Must Do When You Are Starting Out

Your brand is a vital part of your business identity. It tells customers who you are and what you stand for. It is more than just product name plus logo, it is your business personality. Here are 10 things you must do when you are starting out.

1. Identify your brand values. What are the distinctive qualities associated with your product or service?

2. What does the company stand for? Increasingly companies are expected to have a point of view on ethical issues or the environment. This may re-assure customers that they can trust you and help to form a vital bond.

3. Define your brand promise and stay true to your word. You could crystalize what you stand for in a tag-line. The Department store John Lewis uses the promise 'never knowingly undersold' or you could encapsulate your message in a single word. Use this word in your advertising either directly or suggested. For example Chanel is luxurious, Volvo is safe. What do you stand for?

4. Your brand is the part of you that engages with your customers' emotions. Know what they want and provide it. Do they hope your product will bring them closer to the lifestyle they aspire to or maybe you are you there to give re-assurance and continuity? Whatever it is, identify and then meet that need.

5. Create a voice for your brand in a language and a style that reflects you. Apply it to all written communications whether it's letters, on-line copy or visual imagery.

6. Colours can send a powerful message. Pick colours that say something about your brand and then use them consistently.

7. Integrate your brand.Just as you stream your colours and logo throughout your printed materials and web-site, try to be consistent in the way you come across. Define your 'look' and get your message across.

8. Get a Twitter page and a blog and use them to promote your brand. Let your tone of voice shine through and attract the customers you want.

9. Give great customer service. Be available. Make that part of your brand ethos.

10. Build a partnership of trust with your customers. Let them know who you are via social media and then trust them to come to you with their ideas and needs. Listen and learn from them.

Lucy Thorpe is a former BBC Journalist and Broadcaster based in the UK. Get in touch and hire her for personalised writing services, how-to articles, blogs and opinion pieces. Read her blog at http://www.Lucythorpe.wordpress.com or get in touch via Twitter @Lucythorpe