Establishing and Defining Your Brand:

Establishing and defining your brand is like a journey of business self-discovery.

Experts say it can be difficult, time-consuming and uncomfortable.

From a process perspective it requires answers to the following questions, and the answers should be in your business plan.

What is the company vision?

What is your company's mission?

What are the benefits and features of your products or services?

What do your customers and prospects already think of your company?

What qualities do you want them to associate with your company?

Conduct research to learn the needs, habits and desires of your current and prospective customers.

Very important not to rely on what you think they think. It is vital to know what they think, based on your assessment.

Once you've defined your brand, get the word out. I’ll be highlighting how to get the word out.