In Brand Management Musings I touched on the subject of 'brand' and I shared some ideas on how to encourage brand awareness within a business through Brand Ambassadors and also connecting your brand to your vision, mission and values.
This post will consider the scenario of a new internet start up company that is primarily going to do business on-line, servicing both the B-2-B and B-2-C markets. Many start ups get caught up in the excitement and energy that is the new business and tend not to take the time to consider a more planned approach for their new business branding.
This post therefore will guide you through what I believe are the key steps that a new business, and particularly one that is planning to do business on-line should consider on its branding journey.
The 'Brand' is constituted from two elements: one is the 'brand identity' and the other the 'brand image'. Brand identity is how the brand owner, founder or custodian sees the brand in their own eyes. The brand image is how others perceive the brand. I will refer back to these two elements throughout this post.