• Ask Lisa Your Burning Questions

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    Q: How long does it take to brand a business and how long does it usually take to get branding work done with a client from start to finish? 

    A: Your brand is the promise you make to the world. It’s the overall essence of your business. So, everything you do must reflect this. From image (logo),  to identity packages (i.e. letterhead, envelopes, business cards and all printed collateral material), to web design, to content, to customer service,  to customer experience, overall strategy, and, most important, your marketing message.

    Branding is an ongoing process and there are many phases of the brand process.  I am guessing you might be asking about the time it takes to create brand identity (this includes logo, identity package, website etc).  Often people think that a logo is the company brand and it’s only part of it.  The answer to how long it takes to create brand is, it depends.

    My best advice is to do your due diligence, check references of any branding firms you consider playing with and be clear on what you want to create. This is crucial because without some clarity is will be difficult for any branding specialist to help you create a brand that will stand the test of time.

    Longevity, brand trust and brand loyalty should be your goal.  

    One of the biggest mistakes I see people making in this arena is NOT considering the long-term plan.  A huge pet peeve is the reinvention and re-branding trend (often pushed by branding specialists to build their own business).

    When engaging with a branding specialist or consultant, always ask these three questions:

    1) How will this new brand or re-brand help sustain my business and increase income? 

    2) Why is this branding firm making the recommendations they are making?  (I’ve saved clients thousands upon thousands of dollars by assessing current brands and making small shifts to get big results without a re-brand)

    3) Am I ready to commit to long-term success and invest in the constant evolution of my brand to create a lasting legacy?

    Here are some elements of branding that might be helpful to consider.

    Brand identity (logo, letter head, envelopes, signage and website design)

    Brand story (the story you tell to create your brand experience)

    Brand experience (how your customers and clients perceive you including overall look and feel)

    Brand loyalty (the dedication your customers/clients show you based on brand experience)

    Brand integrity (upholding your mission and ensuring you deliver upon your promises)

    Brand equity (the value of your brand over time that is built on consistency and trust) 

    Once you establish your brand every business decision you make should be based on your brand mission and vision. In short, branding is an ongoing process.

    I’d love to hear your thoughts?  Feel free to weigh in by leaving a reply?! What advice would you give? How are you growing your brand?

    Do you have  questions about branding, copywriting and marketing? Submit your questions here and I might just blog the A to your Q.  AND, be sure to grab your FREE Copywriting Action Plan to help you improve your marketing messages here.

    Lisa Manyon

    Lisa Manyon is "The Business Marketing Architect" a content and copywriting strategist for mission-driven entrepreneurs. She's the creator of the NEW marketing model for success (as seen in Inc. Magazine) that's changing the way people market today. She specializes in powerfully communicating your marketing message to increase results via Manyon Marketing Web Makeovers, website copy packages and content strategies to effectively market your business. She offers a free Copywriting Action Plan and marketing resources on her award winning blog. Her consulting and coaching is known to help produce million dollar results www.writeoncreative.com/blog

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    7 responses to “Ask Lisa: How long does it take to brand a business”

    1. Mitch Tublin says:

      Lisa,
      Your advice is excellent. What I find with many clients who are early in their businesses as entrepreneurs in a start up mode is to spend way too much time on their brand when more time must be spent on their business planning to begin.

    2. Jessica says:

      I’ve seen one bad decision “brand” a Hollywood star in a matter of seconds… and good ones as well. But I agree Lisa, it sounds like the question is geared more toward, getting all of the ducks in a row. It also sounds like this is a “new business” because once you have an established brand, you can build on it pretty quickly.

      • Lisa Manyon says:

        Jessica,

        Yes, this was from a newer businesses who is being very smart by understanding what branding is from the very beginning. Strategy is KEY when creating the foundation of any business brand.

        Write on!~

        Lisa

    3. Thank you for answering my question, Lisa!! You ROCK. I agree with all of your points. Branding is an ongoing process and your questions are key to really getting to what a client really wants and needs.

    4. McKenzie says:

      Thank you for sharing. I think that “branding” is never really over, and that it is more of a process than a think to check off of a checklist.

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