Chapter 4. Creating a Brand

Branding is an important factor in the success of any business, whether it be a corporation on the scale of companies like Google and Sony, or a small one-man freelance business. The mistake a lot of people make in their assumption about branding is that it is simply a design that is applied to visual marketing materials such as brochures and websites. Although these visual elements may be part of the mix that form a brand, they are not the brand. This chapter looks at what branding really is, and how you can focus on activities to build your own brand in a way that can positively affect your ability to make sales and increase profitability.