Here’s a quick exercise. Can you succinctly describe your brand? If your answer is “no,” read on to find out how you can define your brand, and how to effectively communicate this definition to prospects and clients.

In a nutshell, your brand is your promise. It tells clients what to expect from your products or services, and differentiates you from your competitors. Your brand is derived from who you are, who you want to be, and how people perceive you. Your brand should be based (to some extent) on who your target market needs you to be.

The foundation of your brand is your logo, and should be integrated throughout your company. Your website, packaging and promotional materials communicate your brand. Brand strategy is defined as how, what, where, when, and to whom you will communicate your brand message. Consistent, strategic branding leads to strong brand equity. This leads to added value in the form of perceived quality or emotional attachment.

How do you define your brand? Well, the best place to start would be to answer these questions:

  • What is your company’s mission?
  • What are the benefits and features of your products or services?
  • What do your customers and prospects already think of your company?
  • What qualities do you want them to associate with your company?

Research your clients’ and prospects’ pain points, habits, needs, and desires. Determine how your brand will help your clients and prospects, then communicate that to them.

OK, you’ve defined your brand. How do you get your name out there? Here are some ideas:

Design a compelling logo.

Determine your key message. What do you want to communicate about your brand? What do you want people to think of when they hear your name or see your logo?

Integrate. Branding extends to every aspect of your business. It’s not just a logo or a tagline, but how you treat your clients, how you format your email signature, etc.

Create your brand voice. This voice should reflect your company’s voice, and should be applied to all written communication and incorporated in the visual imagery of all materials. This includes printed materials as well as social media.

Develop a tagline. Write a memorable, meaningful and concise statement that captures your brand’s essence.

Branding collateral. Design templates for your marketing materials. Use the same color scheme, logo placement, look and feel throughout. You don’t need to be fancy, just consistent.

Be true to your brand. Customers won’t return to you (or refer you to their peers) if you don’t deliver on your brand promise.

Be consistent. Out of all of the tips above, this is probably the most important one. If you are inconsistent with your brand, your brand will fail. Inconsistency is confusing to people, and will cause them to write you off.

Have questions about branding or design? We can help! Contact us for a free branding consultation.

GTECH Designs is a Baltimore-based web marketing firm that is committed to helping impact-makers spend more time doing good. For more information, contact us at 410-775-4011, email us at [email protected], or visit our website at

About The Author

Bola Olonisakin

Bola Olonisakin

Bola is the founder and principal at GTECH Designs, a digital creative agency that helps small and mid-sized businesses launch, grow and succeed. Her research and work in web design, social media and strategic communication have been published in numerous books and articles, and she’s regularly seen on stage at events around the country. She’s responsible for teaching GTECH clients how to blend strategic goal-setting with great design to create effective online marketing strategies. You can reach her at [email protected]