Ask SCORE: How can I build a strong brand for my business?

By Ken Sethney, Kitsap SCORE 

If you do a Google search for “what is a brand,” you will find endless opinions from a wide variety of sources trying to nail down the definition. 

The truth is, a brand is an elusive, visceral concept, not a tangible asset. Its value is measured through the emotional connections between a businesses and its customers, not with hard numbers on a spreadsheet. And this is precisely why building a strong business brand can be one of the most challenging tasks for any business owner.

Strong business brands aren’t built overnight. 

Your company’s brand is represented by more than your logo or tagline. It’s the culmination of your interactions with your customers, your business’ core beliefs, how you present your company and yourself to the world – and every other aspect of how you do business. 

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