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BizReport : Advertising archives : May 13, 2016

Top 3 tips to build your brand

Building a brand is about building you employees as well as making connections with consumers. One expert offers her top three tips on brand-building while also building up a company culture.

by Kristina Knight

First, find your essence

"This goes hand and hand with creating your business plan: know what your mission is, who your customers are, and what your goals are," said Pamela Webber, CMO, 99Designs. "Take time to research your competition. It's important for customers to be able to easily identify you, so you need to know who you have to stand out against."

Second, think about all interactions

"A logo and colors are important, but a brand is more than that. It's what people are saying about you behind your back. Think about all interactions that a customer has with your company--be it through customer service or technology--and understand how those interactions might impact them," said Webber.

Third, think company culture from the beginning

"Company culture is one of the top things that millennial workers are looking for in a job. But culture fit doesn't have to mean ping pong tables and free lunch every day," said Webber. "Building culture starts with the onboarding process--if you make an employee feel welcomed and part of the team immediately, they'll start with a positive view of the company and be more likely to stick around."

Tags: 99Designs, advertising, brand advertising, brand building, ecommerce

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