Branding is the rock upon which you build your business; it is the communication of characteristics, values, and attributes that clarify what this particular brand is and the emotional connections it sparks with its audiences. Developing a brand takes a lot more time than just drawing a few lines and coming up with a “cute” tag line.
Before the brand development (and all its components) process starts, the Foundation Building part of this business plan has to be completed and considered in its totality.
Remember that your brand is your promise to your customers. It tells them what they can expect from your product or service and it differentiates you from your competitors.
Your brand will be with you your entire business life; it will be on all your marketing material, products, etc. Unless you are in the business of developing brands, you need to hire an outside firm that does more than just draw a pretty design. If they don’t ask you about your Business Foundation before they start work, then don’t hire them. There is a cost to everything that is done correctly, and this is one of the major investments in your business.
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