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It's so intimidating to make that final choice...to say, "Okay, this is the direction I will go." It's easy to get bogged down with questions like "What if the public doesn't respond?", "Is this brand only compelling to me?", "Is my brand relevant?"...is there a standard to use in launching one's image?

Looking forward to hearing from the marketing guru...

Please welcome Karen Sessions from Perry Sessions, an award winning design firm. Karen will be posting as user brandmanager. Karen is going to start off by answering some questions the Community has already posted. While we're doing this, if you have a question for Karen, please login and post now. If you don't see your question posted, you do not have to repost. We've received it in the queue and will have Karen repond when he gets the chance. Also, don't forget to refresh your screen often to see Karen's latest response. Thanks!

Doughboy, thanks for the question:
“How does a start-up create and think about branding?”

Start off by asking yourself
1) What am I offering?
2) What makes it unique? And
3) Who will care?

If you can answer these questions honestly and thoroughly, you are on your way to building your brand.

More than anything, you need to know what makes your company different. Differentiation is essential to a great brand and financial success. People are hardwired to notice what is different. The same old-same old is quickly forgotten. So be sure your “different” is a benefit others can’t offer. A promotion that makes your customers smile and tell their friends about.

Without knowing more about your business I can't give you specifics about the food industry. However, since you’re sign-on is doughboy these examples might be of interest.

(www.calliesbiscuits.com) First, the product is delicious, the web site is nicely designed and easy to navigate, and they’ve done a great job promoting themselves by getting on The Today Show and Martha Stewart. They have an active blog on their website that supplies useful, unique content. And additionally they use Facebook to keep a social media presence.

There is a bakery in Charleston, S.C. called Normandy Farm Bakery. The name evokes old-country, quality-made. Their logo reflects “French” roots. Their store environment is memorable. Fortunately too, their product is wonderful. But what is so special about their brand is the care they take with their ingredients – award winning flours, natural starters, no preservatives and filtered water. Who wouldn’t want to buy their bread? Unfortunately they do not currently have a web presence. So here, a little modern mixed in with their old traditional would help their brand.

Jenberry. Very exciting. In response to “What practical steps should I take to create and develop my brand?”...

Start by reviewing these items.
1) Your goals.
2) Your audience. And,
3) Your budget.

(You can also ask yourself the questions I put to Doughboy.)

Once you answer these questions honestly, by all means, hire a good designer! It might take a design firm, or product design group. Take the time to interview. Find someone who fits your needs, and will make a good partner.

And, yes, a strategic partner. Not a supplier. Suppliers provide items from an existing inventory. This is perfect if you want bright white office paper just like the office next door. If you're looking for a creative and effective approach to your brand through strategic visual communication and problem solving, however, commit to understanding the process. Find an expert and develop a trusting relationship that will carry you through years of success.

As an entrepreneur, you know that first impressions are critical. Design cannot be considered an accessory. You do not want to miss the opportunity to make your company, product, and service -- your brand -- visually distinctive to your core audience.
   
A great place to look for a designer is through AIGA, the largest and oldest association of professional designers in the U.S. AIGA encourages an understanding of the history of design and continually explores the critical relationship between design and business. And the majority of designers involved with AIGA have attended university and studied design. Go to aiga.org. Click on Jobs & Community and select the AIGA Designer Directory. You can choose by geographic area and area of expertise.
 
Bring in the designer as early as possible in the process. You’ll ensure a strong presence for your business right out of the gate. If your audience isn’t certain of your persona, they simply won’t remember you. So put a line item for design in your budget and get estimates to find out what projects will cost you.
 
As you're interviewing potential designers, think through all the ways you hope to connect with your audience. Of course, you'll need to be sure you know who your audience is and what they want. Figure out what makes your business distinctive. How will you stand out in a crowd of competitors? And is the name of your company or product really ideal? Many designers can help with naming. 
 
As you build your brand, remember, it’s a process. Like anything that has longevity, your brand will need to be maintained. Continually keep in mind your brand and the message you want to get across.  

Hi Howard,

You must first understand your brand fully. Knowing your product’s primary benefits helps you differentiate your brand and understand the impact it has on your customers' lives.

• Your brand should improve their lives: Does it save time, convenience, money?
• Your brand should evoke an emotional connection: Does it make them feel comfortable, secure, smart, unique?
• Your brand should enhance their identity or image: Does it make them appear to be sexy, rich, “green”?

The latter benefits are more difficult to accomplish but build a stronger brand,

From a more practical standpoint, you can analyze your brand in some simple ways:

• Google yourself. What do the searches reveal about your product?

• Buy your product. If and whenever possible, hire your services, experience your product, employ a ‘secret shopper’ or watch customers experience your services.

• Talk to your customer. Mingle with your customers in a store where your product is and ask questions. People love to give their opinions. Go online to ask questions in a forum, tweet your followers, or get feedback through your blog.

• Employ short-response marketing. Try to spark sales or leads through tradeshow offers, targeted email marketing that can be tracked with analytics, or throw customer appreciation events. This is not only a quick way to get a trackable ROI, but offers opportunities to develop a database of customers loyal to your brand.

I like to think of a brand as a living entity. Which is why I encourage our clients to keep it fed and let it get its exercise out and about, as much as possible.

I develop and analyze all client brands with what we call our Brand Personality Profile. This consists of six primary personality traits that you’d look for in any relationship. And you definitely want your brand in as many profitable relationships as possible!

1) Differentiation: What makes your brand unique?
2) Simplicity: Can it be defined in a few simple words?
3) Consistency: Does it present itself the same way in all media?
4) Honesty: Does the brand reflect your product and service accurately?
5) Character: Is your brand memorable and appealing?
6) Flexibility: Are you willing to adapt as you grow?

The stronger emotional connection a brand has with its audience, the longer that relationship will last. If it can tug at the emotions of your audience, all the better. Your brand should connect with their pressure points, their passions, their core needs. If you do that, your audience will go out of their way to reach you and your product or service. They may even be willing to share you with others.