Branding Your Business 101: First Thoughts

1. Start Early

Introduction to Branding 101, The Potential and Pitfalls

When starting a new business, it can be very overwhelming. Building a business from the ground up can feel like there is too much to think about and do. That is why it’s important to start thinking about branding from day one. I don’t mean from the moment you begin your marketing plan or when an AI wizard is walking you through setting up your website. I mean from the moment your business idea pops into your head your next thought should be about branding.

Ideally your brand should evolve in lock step with your business plan. Growing and developing as your business plans begin to come together. Your branding should be fully fleshed out before opening day. If you start early and let your business plans and branding inform each other, your marketing will be infinitely more effective and easier to execute.

In case you’re wondering if it’s too late for you because you didn’t seriously consider your branding until a year after your opening and your staring at your social media accounts and realizing that your x account look’s nothing like your Instagram. It’s not too late! It is more complicated because there is more to think about when looking to create a consistent presence in your business, but it will be worth the extra work.

brought to you by Publish Your Biz LLC ⓒ~ Written by Danae Valdez

2. Course Correct

Rebranding can be a necessary step in the life of any business, whether you are considering a few updates or a complete overhaul. Even well-established brands benefit from a periodic refresh, allowing them to remain relevant and better connect with their current target market. However, it is important to recognize the difference between staying classic and appearing outdated; while you do not need to follow every new design trend, there is a risk that your branding could shift from “traditional” to “shabby” if left unchecked. This is an outcome every business should avoid.

Proceed with caution when making changes to branding that has been in place for many years. Sudden or drastic changes (especially those made without a thoughtful plan) can create confusion or even backlash among your loyal customers. For example, some brands have faced significant challenges after implementing major updates that did not align with their established goals or audience (*cough* Cracker Barrel). To avoid alienating your customers, any changes should be carefully planned and should support your longstanding business objectives.

On the other hand, if your business is still in its early stages (perhaps only a year or two old) transitioning to new branding is generally less risky. In these cases, developing a clear and simple plan to guide the shift from your existing branding style to the new one will help you retain your current customers while also creating opportunities to attract new ones.

brought to you by Publish Your Biz LLC ⓒ~ Written by Danae Valdez

Branding Your Business 101

3. What’s in a Name:

Choosing a name for your business. 

Selecting a business name is a strategic decision that goes beyond simple brainstorming. It requires a deep understanding of your brand’s core identity and mission. Before coming up with ideas, define what your company stands for. Is it all about speed, budget-friendly products, or high-end luxury? Your name should instantly communicate this personality and resonate with your target market. 

Stay away from trends and focus on creating a lasting impression with a name that is simple, memorable, and flexible enough for future growth. The objective is to select a name that genuinely reflects your brand’s unique value proposition. By ensuring this strong alignment between your name and your company’s character, you establish a professional foundation that builds instant recognition and trust with your customers.  

Get started with defining: 
  • Brand identity  
    • Who, What, How?  
  •   Target audience 
    • Age, Profession, Income 
  • Availability  
    • Checking availability as a domain and adjusting as necessary.  

brought to you by Publish Your Biz LLC ⓒ~ Written by Carmela Valdez

4.  to .com or Not .com: 

Keys to finding a great domain name: 

Everything about a successful business is about trust. Trusting your product and trusting your name! One way to cultivate trust with a potential client is with a cohesive domain name. Start by trying to find a domain that is identical to your brand name- but don’t be discouraged if it’s taken- there’s a way around that! 

If the domain name is as easy as your business’ name, great! Be sure when adding your domain extension that it accurately represents your business! Are you an educational provider or a publishing company? When in doubt, “.com” is a great choice. It’s reliable and has years of trust already associated with it. 

However, if your business name is unavailable as a domain- that’s ok! There are two ways to adjust. 

1. Add an identifier! Add an action word like: 

   Ex. Get(yourbrandnamehere).com 

Or maybe the industry (yourbrandname here)printshop.com

or your location. Like (yourbrandname)WY.com 

2. Add an additional domain extension

If you don’t want to adjust your domain name, you can add an additional domain extension or change it entirely. Acceptable replacements can include things like .store or .biz. 

They can even be your location! Something like (yourbusinessname).com.uk (if in the uk). These are all trustworthy ways to get your domain name in the right circles. 

Some key points: 

Simplicity is key. The less someone has to remember, the better! We can’t wait to see your business thrive! 

brought to you by Publish Your Biz LLC ⓒ~ Written by Carmela Valdez