Building a Better Brand: Five Universal Branding Tips One of the first things entrepreneurs should develop for their startup is a functional brand. It is the representation of what your customers should feel upon seeing your brand and what determinations they should expect from your company. The good news is there are evergreen and relevant tips that you can use, no matter what industry you are in. The Brand Should Be Based on the Audience One of the biggest mistakes you can make as an entrepreneur is to base your brand on your preferences. The brand is not for you; you know what your business is about. Rather, the brand is meant to communicate ideas to your target market. Thus, you should base the brand on what works for your intended customers. Focus on Consistency Consistency is important in any brandbuilding effort as one of your goals is to train the consumer in what to expect from your company. When the average person knows what to expect from your brand, you will not only generate better leads – you will also inspire loyalty. The problem you face is ensuring that consistency is applied. If you do not have a brand bible yet, make one and ensure that everyone sticks to it. 1 2
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