“Your brand is not a logo or a name, but a spark for conversation.”
Branding for your
By Geoffrey Byruch
❖ Regardless of what industry you are working in, branding will
always play an integral role for the success of your business.
❖ But what exactly does ‘branding’ mean?
❖ Isn’t it the same as marketing?
Difference Between Branding and Marketing
❖ The differentiation between the
two concepts is actually one of
the biggest misunderstandings
many people have about the
❖ While similar within their
trades, branding and
marketing are two completely
❖ When we talk about
marketing, we are talking
about the action or business of
promoting and selling various
products and services.
❖ In comparison, branding is simply
your promise to your customer.
❖ It tells the general public what
they can expect from your
company and what you offer
outside of your competitors.
❖ In itself, your brand identiﬁes
❖ It gives your company a presence
of how you want to be perceived
and how you want to be viewed.
❖ Just think about some of the great brands out
there right now. In the early 90s, Apple Inc., was
seen as just another computer company.
❖ But through innovative products and strategic
marketing, Apple Inc., today is seen as one of the
biggest innovators within the 21st century.
❖ As much as we can associate them with laptops
and computers, we also have to accompany their
name with other industries outside of the tech
world such as entertainment and music.
❖ While Apple Inc., was able to reinvent
themselves, this was, in itself, not an easy task.
❖ Instead, it took a lot of innovative products and
various marketing strategies to get them in the
right direct outside of the computer and tech
Questions for Every Entrepreneur
❖ So the million-dollar question
comes down to this: How to do
you establish a strong brand
for your company?
❖ Now the foundation of your brand all
begins with a logo.
❖ From your websites to the packaging and
promotional materials of your products,
your logo needs to communicate and
integrate the overall message you are trying
to send to your customers.
❖ With Nike, they derived their ‘swoosh’ from
the Winged Victory of Samothrace, a 2nd
century BC Hellenistic marble sculpture that
prominently displays the Winged Goddess
of Victory taking ﬂight and action.
❖ But for your logo to be prominently
displayed as a symbol or a phrase, you need
to think outside of the design.
❖ Instead, identify your targeted market and
❖ Ask yourself what your customers are looking
to see when they see your brand on your
❖ More importantly, identify the overall message
you want them to associate with your brand.
❖ For Nike, they wanted a symbol that identiﬁed
strength, victory, and action.
❖ Because of this, they were able to utilize the
Greek sculpture as a vessel for their own
❖ For your startup, you want to do the same
thing and identify that message that you want
to identify with the general public.
What are your Competitors Doing?
❖ Next, start evaluating your logo and brand
by analyzing them with your competitors’.
❖ By researching and analyzing other brands,
especially within your marketing sector,
you can learn a lot more about the
industry, the studies, and the ideas that
they are presenting to the general public.
❖ Be sure to note what their logos look like
and how they associate their logos their
❖ Lastly, make sure you note and identify
how each logo differs from one another.
❖ This will allow you to create and establish
a unique brand that can capture the
attention of your intended market.
Research and Analyze
❖ Once that is all done, make sure
you run your brand through
various controlled groups and
❖ This will allow you to gain more of
an insight on the public’s thoughts
for your brand of your startup.
❖ You can even go as far and share
with your friends and family.
❖ The more information you get, the
more ideas you can utilize for your
To Learn More
❖ To learn more about Geoffrey Bryuch, please visit the
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