Building a Strong Brand: What They Don't Teach You in Business School

A brand distills the entire essence of your business. Here are a few tips on how to build a strong one:

Be share-worthy by making your content bite-sized.

The easier it is for people to share your content, the wider the net you will cast.

  • A short video.
  • A coupon.
  • Any piece of value that can be distributed via social media such as Facebook and Twitter.

Understand your behavior.

  • A single negative interaction with a customer can go viral and tarnish your entire brand image.
  • Your behavior is defined by what your brand is, what it believes in and what it values. Never lose sight of this.
  • This incorporates details such as how your store is physically laid out. When you walk into an Apple store, the entire experience is very communal – there is no separation between employees and customers.

Brands are easily observable, right down to how graciously a store accepts a returned item or manages a customer’s complaint. It’s the magic glue that keeps your business together as one cohesive whole. The more self-aware you are when it comes to your brand, the better your business will be as a result.

Laurie Coots, Chief Growth Officer at Endurance International Group, provides insider tips on ways to build a strong brand.