Читать книгу Launching & Building a Brand For Dummies - Amy Will - Страница 23

People commonly launch successful businesses without branding even crossing their minds, especially freelancers and other sole proprietors or one-owner operations. Most of these same people eventually reach a plateau with their business, or they start to see that they’re losing business. For whatever reason, they realize that their business needs a boost and that they need to take a more active role in promoting it. They need a brand.

Creating a brand for an existing business is nearly the same as creating one for a new business. You’re essentially rebranding your business. You may keep the business name (so as not to confuse existing customers) or change the name to something that aligns more closely with your vision for the brand. But you perform the same first steps that you would for a new business: identify your niche, define your brand identity, and clarify your branding goals.

The initial steps in the branding process are about clarifying the vision you have for your brand. Subsequent steps focus on executing your vision. See “Stepping Through the Branding Process” later in this chapter for a step-by-step overview of branding.