So You Want To Build A Brand.

brand buildingWhere does one start to build a brand? Do you just let nature dictate, or should you plant your own seeds and nurture it along? My answer has to be the latter. As I see brand as essentially your reputation, I often tell start-ups to determine what they’d like their brand to stand for and then to work to that end. I think that that’s a little easier than to trip along unengaged with who you are and what you stand for.

I also think that you should differentiate your brand from the get-go. If you use differentiation as a strategy, then you can analyze the competition and then do something different then they are doing. Use them as a “what not to do model.” The strategy here is to resonate with your customers by positively standing out. It’s not to be different for the sake of being different, but different by being better – a leader. Your brand image should reflect something other than them. Most industries use a follow the leader mentality. Look at the leading brand in a category, more often those competing against the leader use the same colour palettes, the same images and the same conversation.

You want to own the conversation and attract by your difference. Values you adopt and consistently abide by will see you go from start-up to flourishing. Your brand values define you and your brand. Who ever you decide to become, be sure to be authentic and passionate. Branding can be your friend and positively affect every touch point of your brand.

Ed Roach

For more than 30 years, I have worked with hundreds of successful small businesses by helping them develop unique brand positioning strategies that differentiates them from their competition. I appreciate working with companies who see the value of going beyond mere slogans and have a desire to sell from compelling positions. I consult predominantly with businesses facilitating my proprietary branding process. This branding process effectively focuses a company's brand delivering a positioning strategy that can be taken to their marketplace.

I have international speaking experience and am the author of "101 Branding Tips," Practical advice for your brand that you can use today. I'm also a "expert panellist" with Bob Proctor (from The Secret)'s Matrixx Events in Toronto.

I have been interviewed in all media and I also blog extensively and uses the digital realm on the web to connect and promote my services world-wide.

I have international speaking experience including a recent event in Prague, in the Czech Republic and is the author of "101 Branding Tips," Practical advice for your brand that you can use today, the book is available on and the Amazon Kindle store.

My clients are from Canada, The United States, Ukraine, India, United Arab Emirates and Tanzania.

I recently facilitated a workshop in San Diego aimed at teaching Graphic Design companies how to build brands for their customers.


  1. annarasuna says:

    Nice article, thanks for the information.

  2. Brand is the most valuable asset of a company. Creating brand maybe hard for the first time, but when it famous, brand will rise the company’s profit. So we must wise to choose a brand name.

  3. Hey Ed,

    You a got a well-written, informative and helpful post. Marketers should always think about their branding strategy. There are many businesses that offers the same product but what separates the good from the best is their branding. Brands should be unique and catchy so that buyers will be interested with it. Thanks for sharing this post Ed.

  4. Yea sometimes the name can be the hardest thing to decide… I’ve had the brand identity for my publishing company set from the start, but I still haven’t been able to settle on a name!

  5. I agree its best to have a brand for your business in mind as it gives you something to aim at and work towards, In past business ventures I’ve done both and always get better results by having a set brand in mind you can end up with a confused or conflicted business brand if you just allow it to evolve

  6. steve collins says:

    i interested to read article about brand i was wonder is this article about product branding or a company name branding? as i’m aware a company name branding might be the best way to sell product because people tends to look for the big name for a product. please enlight me and thank you for the great article.

  7. There are many ways to increase brand awareness and make your brand stick out from the rest!

  8. Yes, good brand is unique or easy to memorize, because If we can make good brand it will be more good benefits.

  9. Thanks for sharing nice information, it really helpful to everyone. It is necessary to understand the logic and go right direction….

  10. Latest Fashion Tips says:

    No doubt brand is the key of every business. I think it is very difficult to build a name of brand first time. Much hard work is required.

  11. So brand name is a key to success, without brand name products are not ready to sell, a famous brand name is able to sell worst products but a worst brand name is not able to sell good products at all.

    Thanks Ed Roach good tips.

  12. Building your OWN brand is like creating a representation of your company. It has to be unique and attractive, in a way that it could be identify from the others. I had to agree with the comment below, imitating doesn’t make it a brand after all. Your brand has to be unique to stand out among the rest. 🙂

  13. Therapy Marketing I think it’s still a brand without a differentiator, just not a very invigorating one.

  14. pesuy17 Yes, brand is an asset that can take you in several direction depending on the perception on the street.

  15. Thank you so much for this post.

  16. Ya
    absolutely right. Its good to build a unique brand. It may be hard to
    built a unique brand but Its an attractive and most effective way to
    identify you from others.

  17. mosmedicalreview says:

    Thanks for this
    information and keep up the good work in this website. Cheers!

  18. Thanks for the post. Its true that idea of the product is very important. Uniquness or some thing value added in the product really helps you to get in the hearts of your market.

  19. Very well said brand fights for promotions. People seeking for the great brand fro their great value. The use of blinds allows for the window to be used during
    the day with all or part of the advertisement showing, during non-business
    hours the windows becomes large billboard.