What Is a Brand?

What Is a Brand?

November 13, 2023 by investor

What is a brand?

Your brand is your promise to the customer.

It’s based on the mission of the company.

It appeals to people who share the same vision as you.

It gives the company a unique positioning over the competition.

Your brand impacts everyone in the company including investors, team members, partners, as well as the customer.

Here are some steps to establish your brand:

Start with your founder’s story.

What led the founder to start and build the company?

Review your company’s mission statement.

Choose the primary value that your company stands for.

Create a list of words that represent the story, mission, and values of the company.

Create a five-word tagline that encapsulates the promise your company makes.

Select a color and typeface that represents your company style.

Design a logo with a tagline that combines these elements.

Include the logo in all company communications including email and social media.


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Hall T Martin is the director of Investor Connect, which is a 501(c)(3) nonprofit dedicated to the education of investors for early-stage funding. All opinions expressed by Hall and podcast guests are solely their own opinions and do not reflect the opinion of Investor Connect. This podcast is for informational purposes only and should not be relied upon for the basis of investment decisions.