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Branding Your Business

Learn how to make your small business a big name.
December 18, 2000
URL: http://www.entrepreneur.com/article/35446

Q: I hear a lot about "branding," but I'm not sure what it means. Do I have to be concerned about it as a small-business owner?

A: Absolutely. Brand building is simply a new label for a collection of functions that have always been necessary to make a business successful, requiring ongoing effort in several areas to:

Often referred to as the "good will" portion of your business, your brand is intangible and has nothing at all to do with any real estate, inventory or vehicle fleets your company may count as assets. Instead, it refers to the reputation behind your company's name and logo. A carefully built brand is worth more in actual dollars than all the tangible assets put together and is what will reap monetary rewards when you're ready to sell your company. The first thing you have to do is decide how you want people to perceive your business, and then figure out what you have to do to get there.

So what goes into building your brand? Here's a look:

Be vigilant. Every contact with the public will either serve to build your brand or dismantle it, and administering damage control can seem like managing a convoluted maze of tumbling dominos when something happens to threaten the public's perception of your business. If you want a second opinion, ask Firestone.

Kathy Kobliski is the founder and president of Silent Partner Advertising, where she oversees multimedia advertising budgets for retail and service clients. Her book, Advertising Without an Agency, was written for businesses owners who are working with small advertising budgets and can't afford professional help. You can reach Kathy via her website at http://www.silentpartneradvertising.com.


The opinions expressed in this column are those of the author, not of Entrepreneur.com. All answers are intended to be general in nature, without regard to specific geographical areas or circumstances, and should only be relied upon after consulting an appropriate expert, such as an attorney or accountant.