The Big Idea – Your Brand

The Big Idea – Your Brand

Whats the big idea?A brand is the “big idea” behind your business. It sums up your customers’ expectations. In fact, a brand isn’t really what you say it is, it’s what your customers say it is.

No matter what you decide when it comes to your brand, keep in mind, it’s actually a reflection of your business reputation.

“It’s never too late to be what you could have been” – George Eliot

I know that most small business owners don’t believe branding their business is all that important, especially not in the beginning. But in fact, branding often doesn’t enter the equation at any point.

Do you need to create a brand?

There’s great competition in every type of business. You need to set your business apart. You need recognition and awareness. One way to do that is to build a brand. People identify with brands. They become loyal to brands. A brand triggers recall and arouses emotions. Your brand stands for something in your customers mind.

All businesses – big and small – have a brand within them. It’s a matter of finding a way to bring it out to make your company stand out from the competition.

Branding helps position you as the expert in your niche – and it can catapult your profits faster than many other components within your business strategy.

While big businesses usually shell out a lot of money to make a brand for their company, it really isn’t necessary to spend so much. To get started, you simply need to decide what you want to be known for and develop a tag line or motto for your business.

It could come from your logo, the promise of excellent customer service, the quality of your products, or the buzz you generate (or want to generate) in your niche.

Can’t think of something great? Get ideas by watching television commercials or flipping through the pages of your favorite magazines. What are some of the brands that catch your attention?  State Farm’s commercial is highly memorable and meaningful. They have a jingle that nearly everyone can recall at any time. “Like a good neighbor, State Farm is there.” But it’s not just a jingle – it’s their brand. It invokes feelings of trust in their target audience.

In the case of Payless shoe stores, what do you think makes them stand out from their competitors? Customers pay less for a pair of shoes there. Their branding is in their business name.

Your turn…

What would work for your business? It’s time to start thinking about your brand. Do you have one? Do you have one that doesn’t work? Could it be better?

If you have a brand or an idea for your brand, let us know what it is in the comment section. You could get some valuable feedback!



  • Rick Cooper
    Posted at 16:14h, 23 May Reply

    Great idea Loral. I’m a firm believer in personal branding. When you position yourself as an expert, people are more likely to remember you. It will also increase your credibility. Branding should be considered any time you create print materials, ads and online videos. How do you want to be perceived? How do you want people to remember you? Good stuff!

  • Sandra McFadin
    Posted at 16:43h, 23 May Reply

    Branding is huge- who does not know the Nike Swoosh, or the many popular jingles that make us think about the products represented? What seems like a challenge for smaller companies is getting the right brand (log art, business name etc) and getting that known.

    In Loral’s 5/10/11Coaching call, the one-on-one business makeover, Loral strongly suggested the business owner change her selected business name to reflect more of what her business was about- therefore more effectively targeting her Brand. All Fast Cash Coaching members may wish to replay that video found on the Fast Cash Coaching site in the “Resource Library Link”

  • Deb
    Posted at 17:56h, 23 May Reply

    I was reminded earlier today about Will Ferrell’s scene in “Elf” where he goes into a coffee shop excitedly congratulating the employees for making the “World’s Best Cup of Coffee” because he saw the sign in the window. He exclaims, “Great job everybody!” (LOL) Remember, your branding (or value proposition) needs to be believable, too.

  • Jacobroig
    Posted at 00:24h, 24 May Reply

    Branding is critical! Loral another great post on a topic often overlooked. In online branding means win or wallow. Off line it is the difference between a few customers and customers knocking down your door!
    If you are not branding you are missing an opportunity to make your working life easier. This is one of those “working smart not hard” topics.
    When I work with clients I let them know up front either they are the brand otr the company is the brand let’s figure it out and always be aware!

  • Tom Williams
    Posted at 01:36h, 24 May Reply

    Think of Richard Branson, Donald Trump, Justin Bieber, Gordan Ramsey, Kim Kerdashian! Like them or lump them they are powerful brands that have cemented a place in our minds. Cemented… has an upside if you get if right, but there’s a risk if you get it wrong, because once done it’s not easy to shift that impression. Thats why Coke, BMW, Apple… all the big successful brands keep plugging away, staying on message, but subtly changing their tag lines and marketing images to keep their brand where they want it in their target customer’s minds. Build your brand and your brand will build your business.

    • Rick Cooper
      Posted at 15:46h, 24 May Reply

      Great point Tom. The companies you mention do make subtle shifts over time in their message and brand over time. And this is a great strategy for small business entrepreneurs to model.

    • Deb
      Posted at 19:20h, 08 June Reply

      Hi Tom, Remember when Coke tried changed its 99 year old formula? It’s since been referred to as a very hard lesson learned spawning a lot of anger from consumers. You’re right, it’s not easy to change but again, as you said, your brand will build your business. Thanks for your comment!

  • Vonmaltzahn Marion9
    Posted at 16:58h, 05 June Reply

    How do I start to get a brand new idea in a very conservative country/state on the market as quick as possible? I want big companies to recognize the service, I want to deliver them, very detailed and informative as well as them to realize that they cannot stay without my service?
    Thank you

  • Vonmaltzahn Marion9
    Posted at 11:23h, 09 June Reply

    Hi there! thanks so much for your advice! Yes it helps to talk! My new branding with the new profession I want to implement here in Namibia is a Wellness Consultant to help big companies in connection with the health of their workforce. In the long run I want to deliver them TURN-KEY-HEALTH PROJECTS which they can implement according to their needs in connection to their workforce/people. The service is then to keep them always updated on new developments.
    My logo I picked is a circle with 4 circles outside one big one in center (manifest) and the words are:
    “Create-Generate-Expand-Manifest – in your health. Health is the most important element in life to worship, because no money can buy it!”
    Thanks very much and many healthy regards,

  • Tgain5
    Posted at 18:59h, 12 June Reply


  • Karin Hanna
    Posted at 00:44h, 14 June Reply

    i have created 2 brands, Social Media Genies – Your wish is our command, this is a new biz designed to do social media for small to medium businesses, setting up blogs, optins, shopping carts, facebook fan page, twitter and Utube channels
    The other brand is RichBitchPoorBitch – shift from financially frustrated to financially fabulous! Bitch standing for Babe in Total Control of Herself! which is a book and online coaching and in person live events switching from a scarcity mentality to an abundant one. It opens the money conversation to women very sex in the city themed, we have Tiaras, and lots of fun as we shift thoughts, feelings and habits around money and look at creating it and leveraging resources. The book goes to the Publisher next week…Would love your thoughts, oh and i Love Loral!

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