How Your Brand Bring In External Clients

What is a Brand?

There are many definitions of a brand, but our favorite comes from Simon Middleton, a British brand expert. In his book Build a Brand in 30 Days, he says, “Brand is about meaning. Your brand is everything that your customers and prospective customers think, feel, say, hear, read, watch, imagine, suspect, and even hope about your product, service, or organization.”


(Here, the word customers refers to both the external clients who bring business and the internal clients, such as the employees, stakeholders, and suppliers that support your business.)

Why a Brand?

People use brands to help them navigate today’s marketplace of overflowing choices. If you’re in a hurry and you just want a hamburger, will you choose the familiar golden arches or the no-name burger stand? If you want a certain style of shoes, will Nike’s trademark swoosh help to make the decision a little easier?

What’s in a Brand?

Your brand can include:

  • A catchy name
  • A logo (an image) or logotype (words associated with an image)
  • Trademark colors
  • Characters
  • A particular style, look, and feel
  • An attitude
  • A set of feelings and values
  • Anything you want it to!

What is Branding, Then?

The word branding encompasses the entire process of creating, managing, and evaluating that brand. It’s how you build relationships with people through the image that the brand gives out. Your brand should therefore always be integrated into all facets of your organization.

Why Branding is the Most Important Investment a Company Can Make

Branding can be a costly project and a big investment. Many business owners are reluctant to invest their time and money in a full branding project, particularly since branding and graphic design experts can come with a hefty price tag.


For one, branding doesn’t have to cost a lot of money. If you know what questions to ask, you can work through the process yourself. (That’s what we’ll focus on in this course.) Then, you can work with a graphic designer to bring your vision to life. (Although we can’t make you a graphic designer in this course, we will give you some tips on choosing a graphic designer, as well as a primer on graphic design elements.)


What advantages might come from having a strong brand?

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