Building Your Company’s Brand

Building Your Company’s Brand

6 Branding Tips for Any Business

Your brand is the instant connection you have to each customer and is their first thought when they see your product(s) advertised.

The brand defines your company's values and encompasses its quality, service, and character. How do you give your brand the edge

it needs to stay ahead of the competition? How do you build the brand your customers trust? Here are 6 of the best practices to use 

when building a brand.

  1. Build the Brand for Your Customers
  2. Build an Honest and Realistic Brand
  3. Build an Inspirational Brand
  4. Build a Flexible Brand Separate from Your Product
  5. Build a Unified and Consistent Brand
  6. Build a Clear Brand


Need help building your brand?

Email your Crownsmen Partners: 

Phone our marketing managers: 1-866-737-0470 

Share with friends & colleagues!


 6 Branding Tips for Any Business - Full Article


Tip 1: Build the Brand for Your Customers

A strong brand always reminds a customer how much they need you. From your colors to your catchphrases, to your pictures on

social media, your customer needs to know that you have what they desperately need.


To start do not build a brand that shows off how great you are, build a brand that shows how great you can make your customers.

If you are a company that offers time-saving devices don’t tell the customer how great the device is… show them in a real way how

much time they will save. Remind them of how much time they lose. Show them the happiness and fulfillment that your devices can

bring to their life.


The result is when they are trying to save time they will be reminded of you. Your brand will start to work it’s way into their lives

even if they haven't bought your products yet. This is very important because maybe you don’t yet have a product that fits their lifestyle,

but because your brand is not built on the product but saving them time they will subconsciously wait for the product they do need.


One4Haul is a company that makes portable industrial wash bays for heavy equipment. Because they are new to the industry we

needed to quickly brand them as a company that would change they way people dealt with dirty equipment in mines, oil fields, and

construction sites. We launched “Transform the Way You Work” so that without customers even knowing the product line they know

whatever is being sold will directly impact their work environment for the better.



This approach is where every great brand needs to start. It puts the customer in a position of trust and curiosity all at the same time.

They want to know how One4Haul will “transform the way they work” and if it is real and affordable they will want buy because of the

hope life might just get a little easier.


Step 2: Build an Honest and Realistic Brand

Don’t say you are the leader when you are not. Don’t say you have been innovative when you haven’t. Don’t say you have great

customer service when you don’t. Everyone wants to think they lead, innovate, and have great service (without a doubt all great things)

but don’t set a standard you can’t live up to.


Falsely branding your company can do more damage than poorly branding it. If you say you are the leading wholesaler of industrial

electronics but you only sell half the products manufactured, clients will quickly consider it an advertising ploy and look at your brand

as the try-too-hard brand that is just trying to make it. They won’t trust your prices because they will doubt your buying power and 

they won’t trust your advice because they feel you have limited access to products.


You would be better to brand yourself as the most reliable manufacturer of industrial electronics because you sell what you understand

and supply proven products. Clients will often pay a little bit more if they feel their supplier is selling something guaranteed to work.


Our client Nuggles supplies cloth baby diapers to boutique stores across Canada. The owner faces competition from some of the top 

brands in the world such as Huggies and Pampers. It would be borderline insane to portray her company as their direct competitor. 

So she brands her company as having high-quality diapers that are a tribute to the old days of cloth diapers but with modern technology.

As a bonus, she sells collectable patterns that coincide with the season. Customers love her company because it is unique and authentic.

For a woman with a beautiful baby that she loves more than anything in the world, that is an easy sell even for a slightly higher cost.

brands in the world such as Huggies and Pampers. It would be borderline insane to portray her company as their direct competitor. 



Companies who try to brand beyond their means and capabilities will often find themselves with a low rate of return customers because

the brand oversold the delivery. It comes down to clearly understanding what your company is good at and not what your company wants 

to be good at. Remember it is always easier to sell to returning customers so make sure you live up to the expectations your company 

advertises so they keep coming back again and again.


Step 3: Build an Inspirational Brand

To find what is inspirational about your brand simply answer the question “what does my company provide that customer need or want”?


Be very clear and it is surprisingly easy to match that with your brand. If you sell sweets, you sell a product that makes people feel happy

so simply make everything about your brand happy and customers will connect happiness with your brand and thus connects it with your

products. Coca-Cola has done this masterfully by simply saying “Open Happiness”.


Another example is our client OH&S who provides safety equipment and First Aid services for industrial sites. We didn’t advertise their

awesome fall harness to build the brand, we advertised their deep desire to keep people safe by showing an angel watching over the

workers with the caption “Watching Over You”. In one glance the customer knows that OH&S want to keep workers safe. The next step

is showing how they do it, but the branding makes the intention clear and it is much easier to build trust in the company.




Step 4: Build a Flexible Brand Separate from Your Product

This can be tricky and confusing. Separating your brand from your product is a struggle for many companies but it can make a huge

difference in a fast changing world where your product could be incredibly useful one day but obsolete the next. If your branding is

focused on what you bring to the customer’s life (as in Step 1) then the customer not only accepts change in products but may even

welcome it.


Take Nike for example. They famously focus on athletes, not their products. In a Nike commercial by our director Chris Donaldson

the product was never mentioned. You watch a woman run towards the sun and tell you that she will die before she is beaten.



Nike is always reminding us that their product is how an athlete's goals are accomplished, their limits pushed, and how they go beyond

what most people think is possible. This creates a demand for better shoes, lighter clothes, and stronger material so that you can beat

whatever you’re up against….if you will only Just Do It.


If Nike came out with a fitness watch tomorrow, nobody would be confused by it. There would be a natural assumption that it helps us

become stronger and better athletes. The brand of supporting athletics is stronger than the product itself creating the opportunity for

a flexible product line. This type of branding takes careful planning. Please contact us and we will be happy to assist you with creating

a flexible brand.


Step 5: Build a Unified and Consistent Brand

The band U2 has had chart-topping hits from 1987 until today. Interestingly enough they have barely made any changes to their style

or sound since they started in 1976. When other bands tried to “remake” or “rebrand” themselves U2 stayed consistent and their fan

base stayed loyal and even grew over 40 years.


Now Step 4 can appear as a contradiction but it is not. Nike stays with athletes and U2 stays with rock. Nike might expand into apparel

but it is athletic apparel. U2 might sing about love, war, or God but their lyrics will always have depth and that steady rock rhythm.


There are times to rebrand your company and if done correctly it can be very successful but re-branding is different from scattered

branding. Re-branding tells people your company is headed in a new direction and you do your best to take them with you or to

target your new demographic. Scattered branding often tries to be too much to too many people and the result is often confusion

and mistrust. Many fast food chains are facing this struggle because with new demand for healthy food, quick and convenient do 

not have the same pull they did 30 years ago. However, fast food chains that kept principles like cleanliness and service as part of

the brand will have a much easier time transitioning into a new type of fast food market because people still trust that part of the brand.

The customer knows it may not be healthy but it will be clean and the person taking the order will be pleasant. into a new type of fast

food market because people still trust that part of the brand. The customer knows it may not be healthy but it will be clean and the person

taking the order will be pleasant.


The quicker you find a consistent message that overarches every product or service you provide the sooner your brand will grow beyond

the trends of the day. With so much business being done online many companies no longer can provide a personal touch making it even

more important to unify every detail of your marketing steps to solidify the brand, especially for online customers. It is much harder to

build trust online and the more they understand your brand and what it represents the more trusting the consumer will be.


Step 6: Build a Clear Brand

Be as specific as possible about what you offer as a company. The default is customer service. Unfortunately, customer service is expected

and is not part of your brand unless you do something unique that goes above and beyond normal service. You don’t ever want to be the

company that people say is and so company. This is death to a brand.


Once you know what it is you offer better than everyone else then make no apology for always reminding everyone about it. CAT is one

of the most highly respected and advanced heavy equipment manufacturers in the world with their marketing campaign “Built for It”

showed everything from CAT’s building sandcastles to playing JENGA.



Caterpillar knows very few of their competitors have as many versatile lines of equipment that can fit any customer's needs so they

relentlessly showcased just how limitless their machines really are. The message was clear and consistent. Customers want to know

what they are getting when they buy from you and the easier it is for them understand the more inclined they will be to buy.


Closing Thoughts

Pick branding strategies that will last the test of time. That is why building your brand around a product is so dangerous and that is why

building it around the customer is so powerful. Build your brand flexible so your company can adapt but also make it clear so customers

know what they are getting. Let customers know you want to make their life better and then tell them how you can make that happen.


Any company big or small can have a strong brand. You can be Nike selling millions of dollars worth of merchandise a day or a small

diaper company supplying boutiques and still bring in a loyal following. You can be the company that reinvents the work site or makes

it safe. The important thing is that people associate it with you whenever they want to wash their equipment or put on a fall harness.

Whatever your approach make sure it’s with a big sign that tells everyone why you are the best brand for their needs.



Building a strong brand is not easy and often an outside perspective is helpful. If you are a company that is trying to build a brand

or rebranding please contact us. We have marketing managers available 24/7 to answer your questions. We also want your thoughts,

feedback, and questions so please comment below or email us, we would love to hear from you.


6 Branding Building Tips for Every Business

  1. Build the Brand for Your Customers
  2. Build an Honest and Realistic Brand
  3. Build an Inspirational Brand
  4. Build a Flexible Brand Separate from Your Product
  5. Build a Unified and Consistent Brand
  6. Build a Clear Brand






Related Articles