There is so much to think about: setting up your business account, registering your business name, deciding on and buying your domain name. These are all necessary tasks when starting a business. With each of these tasks you have to make a decision about your business name and therefore your brand name.  So, from the very beginning of the business process you need to consider the elements of your brand. 

So here it is, this is the start of you setting up and running your own business but it’s also the start of developing your brand. Here are a few tips that will help you with your branding process.

 

1. Brand Characters:

 

Your business name will be your brand name! What do you want that to be? Whether you have something in mind or not there are a few things to consider. It should be memorable, easy to pronounce, and transferable. When I say transferable - you may increase your services and/or products in the future or you may start to export to other countries. These seem like future decisions but reviewing these questions will provide you with answers that will allow you to create a strong brand. Building such a strong brand takes time and you need every interaction from day one to be consistent. This will enhance your brands’ strength and potential growth.  So start from day one.

 

2. Brand Personalty:

 

The brand name has to match certain characteristics but there are other things to consider when developing your brand. Do you want to have something funny? Is it serious? Do you want it to be straight forward and say what it does? Or would you like the brand name to be abstract and to indicate a level of quirkiness? These are more specific questions but are things that will make you consider what ‘personality’ your brand will have. I would emphasize at this point you should not choose something without research and forward thinking. If you are reviewing the above decisions – you are starting to review and dissect what your brand will represent, what it stands for, what you want it to communicate to people.  It is important to refrain from making adhoc decisions. This is where you allocate quality time to the branding process. The brand name is only one decision in this process but it is a very important one.

 

3. Brand Values:

 

Write out a list of the values you believe you want your business to represent. Start your list by writing out all the words that come to your mind. Review them. You then need to narrow this list down. Finally, if possible (and it is hard) prioritise the top three.  This seems like a simple exercise but it is one of the most difficult ones. Why, because it is one of the most important ones.

 

4. Research:

 

Start by searching your industry area on the internet. Enter key terms you feel people will search for when looking for your product / service. What comes up? Competitor sites? Unrelated products? Carrying out some basic internet research leads us to a fundamental business tool- Market Research. I would advise any business, especially start-up businesses, to carry out market research. Research the industry; research your target market, your competitors, possible suppliers etc. A point to remember here: find the balance between developing a brand that represents you and your business and a brand that will appeal to the target market. 

When you find out what is needed in the market, what problem you are solving, who your market is AND you can match this to your aims and objectives, your business model, and your product/service ideas; you are on the road to developing a very strong brand.  

 

5. Brand Strategy:

 

My final tip is to really think about your brand and its strategy. When you make any business decision, it will affect your brand. For example: if you decide to develop a website you must consider colours, concepts, content, values, your business model etc. Again, it may sound daunting that you need to review your branding strategy for your website but it really does matter. I promise that doing this at the start-up stage and thinking about it during every business decision will not only increase your chances of success; it allows you to build a clear consistent recognisable brand. 

 

Finally, I know people feel overwhelmed when starting a business as there is so much to think about and do. However, please take the time to consider and link your brand with the choices and plans you are making. This is where not only will customers understand and recognise your brand, you and your staff will do too. Does that sound strange???

 

That is often the most crucial piece of advice that I can give – you and your staff need to understand, love and live your brand before your customers do.