The document outlines 8 steps to branding a business: 1) Define your business purpose, authority, and goals. 2) Define your target audience. 3) Create a brand name. 4) Tell a story that reflects your brand, audience, and business. 5) Create a logo and tagline. 6) Develop collateral materials like banners, apparel, and promotional items. 7) Establish an online presence through a website, social media, and content strategy. 8) Establish a consistent voice across all brand communications. The steps provide a framework to research, develop, and promote a distinctive brand identity.
2. Brand your Business
1 Define Your Brand
2 Define Your Audience
3 Create Your Brand Name
4 Tell a Story
5 Create a Logo / Tagline
6 Create Collateral
7 Have an Online Presence
8 Establish Your Voice
3. Step 1:
Define your Business
1
What will my business accomplish?
What authority will by business have?
What purpose will my business serve?1
3
2
7. 2
How old are they?
Is your target audience seniors
in high school or senior
citizens?
What do they do?
Does your audience work in an
office, do they spend their day at
home, or are they moving
around all day?
Where do they live?
Are you looking to sell locally,
nationally, or internationally?
Step 2:
Define your Audience…and relate to them
9. 3
You’ve defined your audience
You’ve defined your business
Now create your brand name
How old they are, where they live, what
they do, and other demographics
Your purpose, authority, and goals
Now you can create your brand name!
Step 3:
Create your Brand Name
10. 3
Here are a couple tips to help
you choose a business name
Tips from: U.S. Small Business Administration
Step 3:
Create your Brand Name
What will
it look
like?
What
connotations
does it
evoke?
Is it unique?
Or is it already
trademarked?
Is it web-
ready?
(website,
social media)
Is it easy for
your
customers to
understand?
Picking
a
name
11. What you
do
What
authority
you have
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Who your
audience is
You already have the basis for a good story
4
Step 4:
Tell a Story
Your brand
story
13. 4
There was a child who
loved to explore
outside.
Once Upon a Time...
Step 4:
Tell a Story
14. 4
There was a child who
loved to explore
outside.
One day his exploring
left him with a scraped
knee.
Once Upon a Time...
Step 4:
Tell a Story
15. 4
He cried and ran into the
house to find his mom.
There was a child who
loved to explore
outside.
One day his exploring
left him with a scraped
knee.
Once Upon a Time...
Step 4:
Tell a Story
16. 4
He cried and ran into the
house to find his mom.
There was a child who
loved to explore
outside.
One day his exploring
left him with a scraped
knee.
She set him on the
counter, placed a
Band-Aid® over his knee,
and kissed it better.
Once Upon a Time...
Step 4:
Tell a Story
17. Who your
audience is
What authority
you have
What you do1 3
Band-Aid’s® audience is mom’s
2
Band-Aid® has the ability to
make scrapes and cuts feel
better
Step 4:
Tell a Story: Band-Aid®
Band-Aid® makes bandages
18. 5
Your logo and tagline should reflect the previous research and
planning you’ve done: your brand, audience, name, and story.
Keep it simple
Be honest
Be accurate
Step 5:
Create a Logo / Tagline
19. 6
Step 6:
Create Collateral
You’ve defined your audience
You’ve defined your business
You’ve created your brand name
How old they are, where they live, what
they do and other demographics
Your purpose, authority, and goals
You created a logo
What you do, what authority you have,
who your audience is
You’ve told a story
Reflects the previous research
and planning you’ve done
You have
everything
you need to
start
creating!
20. 6
Banners & Signs Branded Apparel Promotional Items
Whether you’re doing a
grand opening or appearing
at a community event, make
sure to get your new name
and logo out there
Employees and customers love
company apparel. Set your
employees apart and get free
advertising when you sell your
brand name shirts
And don’t forget other
promotional items for your new
business. Great for employee
giveaways or for free
advertising from customers
Step 6:
Create Collateral
22. 7
Your Website
Make sure you have
secured a domain with
your brand name. Then
make sure your website
can attract the right
customers.
Content Strategy
Have an idea of the
things you want to post
on your website, blog,
and social media sites.
Make sure the message
is consistent.
Social Media
Create social media
pages for your brand:
Facebook, Twitter, G+,
Pinterest, Instagram. But
don’t just create them,
monitor them.
Step 7:
Have an Online Presence
23. Step 7:
Have an Online Presence
There’s a lot to
monitor. But only
immerse your
business in the
sites where your
customers are.
7
24. Step 8:
Establish your Voice
Your voice is your brand; be consistent!
Your content speaks for you; it has your voice
Develop a content strategy for your business1
3
2