You’ve probably heard of major companies like Disney, Facebook, and Amazon. What do all of these companies have in common? The answer is simple: branding. If you own a small or medium-sized business, focusing on your brand is as essential to the success and growth of your business as it is to these brand powerhouses. Here’s why.

A brand consists of eight basic building blocks:

  1. The name
  2. The logo (brand icon)
  3. The brand’s colors
  4. The slogan and brand messaging
  5. The sound of the brand
  6. The overall look and feel = the brand’s position
  7. Packaging the brand
  8. The brand experience

Benefits of Branding

You are remembered: It’s hard to remember a company with a generic name.

You gain customer loyalty: The fact is, people build close bonds with brand identities.

You become well-known: You want the people who have not done business with you to still know who you are and what you do.

Consumers pay for image: We are a very brand-aware society.


Here are three ways you can build a consistent, successful brand for your business.

1. Develop An Identity & Voice

All of the most iconic, successful brands have a code. Think of Nike, Starbucks, Apple, Coca-Cola. What do they all have in common? A devout community of followers. They built a community by first building their code.


2. Clarify Your Message

One of the best ways to do this is with Donald Miller’s StoryBrand Framework. The StoryBrand Framework allows you to position your business as a guide (rather than the hero), a novel idea that works because we customers are the heroes of our own stories. Using a BrandScript, you can create strategic content that tells your story, resonates with customers, and moves your bottom line.

3. Create Your Website

I’ve said it once, and I’ll say it again. Websites are important. We all know that. They’re the first place your customers will find your brand.

Personal branding is largely responsible for what comes to mind when people hear a certain name or see a certain face. So you should start by thinking carefully about how you want yours to reflect on your business.