Branding a business

Building a brand can be a challenge for those who have recently formed an LLC. Starting a business is demanding, and it can take years to build a positive and recognizable brand image.

Branding is essential to business success. People are constantly evaluating what they will and won’t purchase or use, often coming to conclusions in mere seconds. Consider a woman who walks by a restaurant on the street. Chances are, she’ll glance at the menu – but she’ll decide whether or not she wants to eat there in just a couple of minutes. She probably won’t conduct detailed research. She’s relying on her instincts about what the restaurant’s brand tells her – how expensive the menu items are, the fonts, the graphics and the reputation, to name a few.

A business’ brand is determined by everything from its logo to the way its employees answer the phone. Branding is a round-the-clock exercise, and everything that a business owners does can have an impact on how his or her brand is perceived by potential customers. Casual? Upscale? Expensive? Discount? Friendly? Elite? These are all different brand attributes, the things that differentiate J.C. Penny from Nieman Marcus.

Business owners should be conscious of the kind of brand they want to promote, and work to ensure that everything they do is congruent with that image.

Melissa Clark
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Melissa Clark

Head of Content & Customer Marketing at Incfile
Melissa sets the vision for Incfile's content marketing and customer relationship management. Melissa has more than 10 years experience in various marketing roles, and a passion for supporting small businesses as they incorporate and grow. She loves sharing information that will help business owners maximize their LLCs, Corporations and Nonprofits. In her spare time, Melissa is an active member of The Junior League and enjoys running half marathons.
Melissa Clark
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