Brand guru Stephen King famously once said: “A product can be quickly outdated, but a successful brand is timeless.” For a business to be recognised, grow and succeed it needs a defined identity: a brand. This is a promise of what customers can expect from your business, and what your enterprise stands for.
Who are you?
While the branding process is not complex in itself, it calls for strategic thinking about what you want to achieve from your business. In many ways, defining your brand values as early as possible in your business journey can actually help to define your business plan and long-term goals. For example, to create a brand that resonates with your target customers, you’ll first need to define who you are targeting and why. This will require thorough market research and competitor analysis.
According to Stephen Cheliotis, chief executive of The Centre for Brand Analysis: “This research should also help you to identify any gaps in the market. It’s not always who you are targeting, or even what you are producing that is the most important thing when it comes to successful branding. It’s about standing for something recognisably different.”
eCC – PtyInstant can assist you with a trademark application – see Products and services above.