- Try to think of a memorable and meaningful trade name that sums up what you do, making sure it does not conflict with any existing names in your field.
- List the brand attributes you want to convey.
- Commission an appropriate logo. When you have the right design, make sure it appears everywhere.
- Develop a corporate image and colour scheme that can be used on your website, on stationery, vans, signs, staff clothing and adverts.
- Ensure that all your products and services are reliable, compatible and of a good standard. A single weak link will drag down the value of the brand.
The time it takes to build a brand is the time it takes your customers to accept your brand values. These may include the belief, for example, that your product or service will give better value or be more reliable than competing ones. They may also start to believe that they will be happier with your product or service than any others and that your product or service is the most suitable for people like them.