Branding or Business plan?

I knew it before, but yesterday it hit me with such power that I started worrying about my resolutions. I am talking about branding and everything else what has to happen while creating this.

When I wrote BRANDING on my resolutions list, I thought to prepare some business cards and stationary for now and to do everything else later. Then I started thinking and quite quickly it was evident to me, if I want to avoid doing the same job twice it would be worth to spend a bit longer now and do it properly just once. What am I talking about?

Business plan

You probably ask how this relates to branding?
Business plan explains in general what a company is going to do (products, services, etc.), how this is going to be achieved, what are the goals,  how the company is going to succeed. All of this is written in words and underpin with a few numbers for times, finances, and statistics. Anyway, it shows the origin and growing path of a company.

A brand is the unique appearance of a company that distinguishes it from the competitors and create a memorable impression to the clients. In other words, those are the company’s  products or services which are designed and presented in a particular way, different that one of the competitors and adjusted for the client’s needs and taste.
You can also say, the brand is the package of your business plan.

For this reason, before I start creating business cards I will spend some more thoughts and hours on a business plan.

As you can see, I started writing about branding, but then I used the word brand. This is a conscious decision, not a typing mistake.
Google has 165.000.000 results for “branding.”

Wikipedia refers branding: 1.to brand, 2.branding (promotional): the act of imprinting or engraving a brand name or symbol onto a product; and 3.brand management. I started with the brand.

What is a brand?

A brand is defined as a toolbox of marketing and communication methods that help to distinguish a company from competitors and create a lasting impression in the minds of customers. The key components that form a brand’s toolbox include a brand’s identity, brand communication, brand awareness, brand loyalty and various branding strategies [2] Brand equity is the measurable totality of a brand’s worth and is validated by assessing the effectiveness of these branding components.

While reading this, I did ticks in my head at each point that I could answer. I could answer all of them, roughly. And this was the moment when I recognise how important is to write down my answers and to get a clear idea of what is on my mind.
And this is what I am going to do over the next weeks.

On my resolution list, I left a few empty lines under each point. Now I can break down each resolution to a few little subitems:

BRAND
– Business Plan Basics
– Brand Identity
– Brand Communication

CONNECTING
– Mails
– Calls
– Meetings

Over the next days I will share my experiences with you and I will be happy about your sharings back.

Enjoy the weekend!

Yours, Eva

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