As consumers connect with hundreds of business on a daily basis, impactful branding is more important than ever before. Dollar for dollar, your branding is potentially the best investment you could make in your business. Here’s why:

Your brand is how your business presents itself to the world.

It is expressed through naming, logo design, website design and experience, social media presence, and how you communicate and connect with your customers.

Your brand is how consumers perceive you.

This perception is the fundamental key to your success. This is your one opportunity to tell consumers exactly what to expect from your business thus eliminating room for let-downs and disappointments (or, “failure points”).

Your brand expresses your business’ raison d’être.

Or reason for being, for those of you that didn’t take high school French. Why do you do what you do? Consumers don’t fall in love with products, they fall in love with stories and ideas. They fall in love with brands.

Consumers now have more options than ever when it comes to satisfying their  wants and needs. As you can imagine, there is a lot on the line when it comes to branding. Ultimately, you need solid foundation of ideas and consumer relationships to create the following that will allow your brand to grow and flourish. Here are a few ways to solidify your brand:


While it may be somewhat counter-intuitive, the most successful brands have a laser-focused niche they are marketing to. Essentially, consumers want what they perceive to be a “perfect fit.”

Be consistent

The more consistently your brand appears in front of consumers the more reliable and trustworthy your brand becomes. Pick a few marketing avenues and stick to them; connect with your audience several times in a few places.

Establish authority

This can be done in a variety of ways, but it is most easily achieved with design as most humans experience the world with their eyes before any other sense. Another way of achieving this is increasing social value by column writing/guest-posting and having a high social media count.

Alex Chennault is the owner and creative mastermind behind FRSH Studio. At FRSH Studio, he is a creative branding and business strategist for women  solopreneurs, entrepreneurs and business owners. He specializes in Brand reFRSH, which entails everything from custom logo and web design, to social media branding, to hands-on guidance on how to maximize your new brand. Connect with me on my blog, Facebook, or Twitter.

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