Creating a Brand

2. Do I Need a Brand?

Every business has already got a brand, even if it doesn't treat it as one. Your customers (and potential customers) already have a perception of what your business means to them. Building a brand just means communicating your message to them more effectively so they immediately associate your business with their requirements.

Brands can help increase turnover by encouraging customer loyalty and are particularly useful if:

2.1 You are in a fast-moving sector.

• If your business's environment changes rapidly, a brand provides reassurance to customers and encourages their loyalty.

2.2 You are in a crowded marketplace.

• A brand can help you stand out.

2.3 You have no other points of difference.

• When customers are confronted with a wide choice of comparable suppliers, they will always choose the one they feel will suit them best. Your suitability for a customer is portrayed through your brand.

2.4 You want to add value to your business.

• Successful brands can make businesses more attractive to potential buyers or franchisees.