Branding

16 Branding Musts 

1. The brand identity is how you would like the brand to be perceived, but 

only the customer's image of your brand is real, and that's the only one 

that counts. 

2. Keep your brand focused; don't try to be all things to all people. 

3. Shoemaker, stick to your last. 

4. Dollar-cost average your brand. 

5. When you're starting out, think "street smart". 

6. When you have a big ad budget, follow the advice in #5. 

7. Write a set of brand guidelines. 

8. Appoint a guardian of the brand. 

9. Make your logo easy to read. 

10.  Stick with your advertising.  You'll get tired of it before 10% of your 

customers have seen it. 

11.  Make a claim you can own. 

12.  If you are #1, then say so! 

13.  Sell quality. 

14.  Use borrowed equity wisely. 

15.  Monitor your brand. 

16.  Spend an inordinate amount of time with your customers.

Book: Growing small business into big brands