Branding

Introduction

This next section of the course is about the reality of your new online business. You should know a lot more about the structure of what you’re going to do after working through the DESIGN stage, and now it

What you will learn…

  • Finding a powerful name for your business
  • Coming up with a strong brand identity
  • How to build a website that delivers your business to customers
  • How to set up online payment systems
  • How to find and attract funding and investment for your business

The Action Sheets in this section will help you construct a Brand ID, a document that will define your branding and that can be used as the basis for everything from refining your business plan to pitching to investors. Remember to look for the Action Sheet icon and locate the relevant sheets as you work through each unit.

“Happiness lies in the joy of achievement and the thrill of creative effort.” – Franklin D Roosevelt

“If Coca-Cola were to lose all of its production-related assets in a disaster, the company would survive. By contrast, if all consumers were to have a sudden lapse of memory and forget everything related to Coca-Cola, the company would go out of business.”  – Coca-Cola Executive

Brand is a crucial element of business. It is everything that a person associates with you, from the way your product or website looks to the language you use and the way you deal with complaints. Branding is the manipulation of these associations to create the effect you want. It’s important because a strong brand motivates customers to buy and helps you stand out from the competition.

Top Tip: Branding is often talked of as if it were a magical art, something that only experts can understand. But that’s very far from the truth. You can create a strong brand on very little budget, and you can do it yourself. Complete the Action Sheets that accompany this unit (12.1 – 12.5) and at the end of the process you’ll have the basics of a Brand Manual, a collection of all the information that makes up your brand.

The aim of all your branding, from your company name, logo, font and colour palette to the wording on your website and product packaging, is to create an emotional connection with your customer, a positive feeling that prompts them to make a purchase.

You should feel this connection with your brand too – it’s what makes you passionate about what you do. If you have staff, they should also feel it – branding feeds through to customers from them.