THE

SIGNIFICANCE OF
THE BRAND NAME
Brand name will always be incredibly important
even if progressive business experts claim that
the significance of brand names is fading. As an
entrepreneur, therefore it is important that you
spend a considerable amount of time and effort
developing your brand name.
HOW TO DEVELOP
A BRAND
1. Decide what is going to be brand Is it
branding a product, a service, a
company, or an individual?
2. Do the research First, find out
everything there is to know about the
market. Then, find out everything there
is to know about the product or
service.
3. Position the product or service Find
& win a place for the offering in the
marketplace & in consumers’ minds by
providing unique solutions to problems
or needs that aren’t already being
addressed by competing products.
4. Write the brand definition The brand
definition describes what is to be
offered, why it is offered, how the
offering is different & better, what
unique benefits the customers can
count on, & what promise or set of
promises will make all who work with &
buy from the business.
5. Develop the name, logo, & tagline
The name is the key that unlocks the
brand image in the consumer’s mind.
The logo is the brand mark or symbol
that serves as the face of the brand.
The tagline is the memorable phrase
that provides consumers with a quick
indication of the product, brand, &
market position.
6. Launch the brand The brand goes
public when the name, logo, & slogan
is unveiled, & when it begins to tell the
market the story of how the brand
reflects what it stands for.
7. Manage, leverage, & protect the
brand This is the “care & feeding”
phase of the branding process; the
step that leads to a strong, healthy,
resilient brand. Just like good
parenting, good management can be
summed up in a single word —
consistency.
8. Realign the brand to keep it current
Occasionally, it can (& should) change
how the brand is presented. From time
to time, there is a need to update the
brand presentation (the face of the
brand) to keep it relevant to the market
in which it lives.