So, you’ve established a company and you want to increase your visibility on the web through branding. The first thing you’ll want to know is “How can I begin branding?” From my many years working in digital marketing, I can tell you that you probably consider the following to be part of the branding process: 

  • Brand identities 
  • Color palettes 
  • Website layouts 

signpost made of paper pointing to different directions

What Are the Dissimilarities Between Advertising and Branding? 

Marketing refers to the methods and resources used to promote a product or service. This ranges from search engine optimization (SEO), social media marketing (SMM) through pay-per-click marketing (PPC) and local search (LS) to mobile (Conversely, branding is your company’s ethos, the overarching message that guides every decision you make). 

Misconceptions Abounding in the World of Branding  

As an example of a common misunderstanding, many people mistake branding for marketing. The following are common errors made by firms and marketers when dealing with branding tasks: 

Misconception No. 1: Branding Equals Marketing, Advertising, Promotion, Etc. 

This is a fallacy since branding extends much beyond just advertising. Using simply marketing, advertising, and other forms of promotion, you may get your brand’s voice and message through. What makes you, you are what branding is all about. 

Misconception No. 2: You Have Complete Control Over Your Brand 

This is a widespread misunderstanding, particularly among first-time entrepreneurs. While it’s true that you’re responsible for setting the tone and getting things moving, as well as establishing the ground rules that everyone in your organization must adhere to when representing your brand, you’re not necessarily the last authority on the matter. 

People that buy from you will be the ones to characterize your brand. What stays in the minds of the individuals they impact is how they felt about your brand. Because of this, it’s crucial that you give great consideration to the brand values you establish, lest they be misunderstood and lead to the failure of your business in the form of a lack of return consumers. 

Misconception No. 3: There is a False Belief that there is a Magic Recipe for Effective Branding 

Just because something can be tracked in digital marketing doesn’t mean there’s a formula for it. Every business is unique. Even if businesses operating in the same industry may benefit from following a similar brand development process, each will have its own distinct character and set of requirements. 

In reality, there is no foolproof method; branding has always been and always will be an individual process. A brand’s success can be easily quantified, which is good news. In this scenario, you should focus on the preferences and habits of your anticipated readers. 

chessboard and chess pieces on a surface

Adopting an Appropriate Branding Strategy  

Asking the most fundamental questions about a brand’s origins is essential for creating and maintaining a powerful brand. It’s important to complete the following before you can even think about developing an online marketing strategy: 

goals iconIdentify Your Goals 

Justifying your actions is the first order of business. Asking “why” multiple times is necessary before you get to the central idea of your enterprise. Ask yourself things like: 

  • As to why I decided to create this company: 
  • Why do I feel compelled to assist these individuals in particular? 
  • What’s in it for me if they get done? 

Make a note of the reasons you give for continuing since they will become your guiding principles. When asked why they exist, Walt Disney provides a clear and compelling answer: to make children happy around the world. The fact that this infuses their actions is undeniable. 

Brand Awareness iconTo Express Yourself, Pick a Voice and a Persona 

Once you’ve figured out why you do what you do, the next question is, “What is my brand?” You can think of this as the framework onto which the rest of your brand’s ideas, values, and messages will be layered. Consider these questions as you move forward in developing your brand: 

  • How Do I Want My Brand to Be Perceived?
  • Is it more important to me to be seen as friendly and laid-back, or serious and professional? 
  • How long will I be able to maintain this persona as the face of this company? 

You need to provide your audience with a constant and reliable identity, which is why the third question is so crucial. One of the most crucial factors in gaining consumer loyalty is your ability to maintain brand consistency. 

Share Your Core Values 

If you’ve already asked yourself “What am I?” it’s time to move on to “Who am I?” Who you are as a brand will be determined by the values you identify in the previous phase. Create a list and give some definitions of these terms in terms of your company. Consistency is achieved by the establishment of a set of values that serves as the company’s compass. 

How to Define Your Culture 

The culture you establish at your company will have a significant impact on your credibility as a whole. When workers are content, they work harder, are more committed to the company’s goals, and work together more effectively. Because of this, it’s crucial to make a decision on the kind of culture you want to foster in your business. 

Google has built a reputation for itself as an employer that values and rewards employees who take the initiative to try new things. Because of their 80/20 rule, technological breakthroughs like Google Glass and Android were made possible. Their engineers are still encouraged to work on innovative side projects, even though the policy is no longer being enforced. Even if the rule has been scrapped, the culture continues to thrive. This is the power of culture. 


Marketing and branding are two different things, but your brand is at the center of your marketing efforts. In order for your target market to successfully associate with your brand personality and values, you need to be honest and clear in each of the processes we’ve described thus far. 

Last but not least, it’s crucial to keep in mind that branding is an ongoing process, not just something you do when you launch a company. Maintaining this effort and seeing it through to fruition in your work takes commitment and loyalty on your part as it pervades every aspect of your business’s operations, culture, and growth. True branding success is demonstrated when you are able to turn your clients into enthusiastic advocates for your business. 

If you’d like to learn more or would like to jump right into building your brand, check out all the branding services BrandLume has to offer, with upfront wholesale prices, and book your free consultation to get your journey started.