Building A Brand, Not Just Your Business

by Jan 27, 2022Branding

Butterfly coming in to land on bloom - Building A Brand
Building a brand is more than just a logo; it is the impression people have about your business. Some people use the terms ‘brand’ and ‘business’ interchangeably, so let us start with some definitions. According to, a ‘business’ is ‘a person, partnership, or corporation engaged in commerce, manufacturing, or a service; a profit-seeking enterprise or concern’. A ‘brand’, however, is ‘a set of distinctive characteristics that establish a recognizable image or identity for a person or thing’. While there is definitely a relationship between brand and business, they are at their core two different concepts.

Fear of failure

So, why do you need to focus on building a brand? A brand is what is going to ensure your business is successful and will stand the test of time. Here are some sobering statistics: 20% of businesses fail within the first year, 50% of businesses fail within the first 5 years, and 70% of businesses fail within the first 10 years. Instead of throwing in the towel or never trying at all, start by getting clear on your business model and your mission statement. After all, your business has only one overall goal, and that is to make money! Of course, without a successful business, you have nothing to brand. Therefore, it is essential as a business owner that you are crystal clear about what you want to ‘sell’. Once that is clarified, you are ready to brand!

What is your brand to your business?

Your brand is your emotional connection with your audience; it is your personality – what makes your business unique! Your brand is what sets you apart from every other business out there who are also doing what you are doing. It enables you to sell your product and make money in your business. Remember, you only have competition if your business is the same as all the others. With a solid brand, you are operating exclusively and successfully with a distinction all your own.

Ask many questions, develop one brand

Building a brand is the single most important marketing tool you have. Some questions to ask yourself while building your brand:

  • Who is your target audience? Your business probably is not for everyone, so be clear about to whom you focus.
  • What is the voice of your brand – Professional? Casual? Funny? Make sure it appeals to your target audience.
  • What is your brand’s story? This is the why of your business plan or mission statement.
  • What visual elements belong to your brand? Think about more than just your logo – this includes your color scheme and typography, as well.
A kaleidoscope of butterflies - brand ambassadors
Take some time to consider what makes your brand unique. By now you should be aware of your competitors and their branding strategies. Perhaps you even see some mistakes they may have made. Find your branding niche within the rivalry. Take the time to thoughtfully build out your brand. This includes your social media presence, website, and as many other marketing approaches as you can initiate. Once your brand is established, it is time to begin promotion. For each business this will look a little different – some may have radio spots, while others are focused mostly on email campaigns. Regardless of the method, each marketing push should be a direct reflection of your brand. Some of the best promotion that your brand can get is by word of mouth. Perhaps you should encourage customer reviews or feedback; if your customers are happy, they may become your best brand ambassadors or advocates (and they are advertisements for which you do not have to pay!).

After all of this thoughtful planning and execution, you may be tempted to sit back and see where it leads your business. However, resting in your comfort zone may mean the competition finds an unforeseen entry into the market. Be ready to evolve with your brand. Know what is working and what is not, and be ready to adapt to keep up. As your brand and business grow, you may find that eventually it is time to rebrand and begin this process again; this time hopefully with years of success and insight as your foundation!

Helping your business find it’s voice

There are many books and websites available that offer quick tips and tricks for building your brand. A quick Google search of ‘building a brand’ returns hundreds of options, some even promising to build your brand in 5 days or less! While you are likely to gain a little insight from some of these, your best bet is to turn to someone who has successfully branded (and rebranded!) businesses for many years. At DES Marketing, WE design the means, WE set the events in motion, WE are the solution to your destination. With decades of combined experience, the staff at DES is ready to help you with:

  • Brand Communications and Design
  • Digital Marketing
  • Marketing Research and Strategy
  • Creative Design
  • Media Planning and Buying
  • Social Media and Community Engagement
  • Content and Storytelling
  • Data Analytics

All you have to provide is the business for us to brand and market. Let’s find your voice together.

Sources:, Bureau of Labor Statistics, Crazy Egg

Diana Anderson
About the Author

Diana Anderson

President & Marketing Director
Drew Anneberg
About the Author

Drew Anneberg

Creative Director
Kristin Massoletti
About the Author

Kristin Massoletti

Social Media Manager

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