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The brand is the justification

Branding is a tangible advantage that allows you to charge more.
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With the myriad aspects that need your attention when running a business, it can be easy to overlook your product\\\'s branding. Branding is defined by the American Marketing Association as a "name, term, design, symbol, or any other feature that identifies one seller\\\'s good or service as distinct from those of other sellers."

 

[related|post]This can be achieved through your company name, slogan, symbol or colors. Don\\\'t make the mistake of thinking that just because you are opening a startup branding is not important. Jörg Dietzel, a regional branding expert and author of  "Create, Connect, Convince- Fundamentals of Advertising, Branding and Communication" thinks otherwise. During his talk, "Building a Brand in Asia," Entrepreneur.com.ph asked him what he advised for small businesses doing their own branding: "Build a brand right from the start even if its hard. It is much easier to build a brand right from the start and create awareness and much harder to change perception."


He says building a brand helps make decisions easier.  Branding also need not be expensive. It is a myth that it is only for the big boys, small business can also benefit. On the contrary, startup businesses need branding more because they are small. Dietzel  says, "Be more consistent in the way you apply it. Consistency is key."

 

Moreover, branding is vital because it is a tangible advantage that will allow you charge more for your goods and services. The brand becomes the justification when it becomes something aspirational.

 


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