THE

SIGNIFICANCE OF
THE BRAND NAME
Brand name will always be incredibly important
even if progressive business experts claim that
the significance of brand names is fading. As an
entrepreneur, therefore it is important that you
spend a considerable amount of time and effort
developing your brand name.
HOW TO DEVELOP
A BRAND
1. Decide what is going to be brand.
Is it branding a product, a service, a
company, or an individual?
2. Do the research.
First, find out everything there is to
know about the market. Then, find out
everything there is to know about the
product or service.
3. Position the product or service.
Find & win a place for the offering in the
marketplace & in consumers’ minds by
providing unique solutions to problems
or needs that aren’t already being
addressed by competing products.
4. Write the brand definition.
The brand definition describes what is
to be offered, why it is offered, how the
offering is different & better, what
unique benefits the customers can
count on, & what promise or set of
promises will make all who work with &
buy from the business.
5. Develop the name, logo, & tagline.
The name is the key that unlocks the
brand image in the consumer’s mind.
The logo is the brand mark or symbol
that serves as the face of the brand.
The tagline is the memorable phrase
that provides consumers with a quick
indication of the product, brand, &
market position.
6. Launch the brand.
The brand goes public when the name,
logo, & slogan is unveiled, & when it
begins to tell the market the story of
how the brand reflects what it stands
for.
7. Manage, leverage, & protect the
brand.
This is the “care & feeding” phase of
the branding process; the step that
leads to a strong, healthy, resilient
brand. Just like good parenting, good
management can be summed up in a
single word — consistency.
8. Realign the brand to keep it current.
Occasionally, it can (& should) change
how the brand is presented. From time
to time, there is a need to update the
brand presentation (the face of the
brand) to keep it relevant to the market
in which it lives.