A lot of marketing articles these days talk about “pushing” your brand to the consumer public, but not everyone is clear about what business branding really means. So let’s clarify the issue once and for all.

At its most basic sense, business branding means defining your brand and your company. You have to come up with the answers to several key questions.

• What is the ultimate mission of your company? This means aside from the mission of making lots of money. Your mission here means how you want to help people.
  
• What are the features of your products and services? These are the features that make your brand unique. If people can’t differentiate your company with others, then your branding is inadequate.
  
• What benefits does the consumer public enjoy from your products and services? These are the things you want to stress in your marketing.
  
• What does the consumer public currently think of your company? You have to know your current reputation if you want to improve it.
• What attributes do you want the consumer public to associate with your brand?

Of course, it’s not as easy as it seems to come up with the precise answers to these questions. And that’s why you should avail the expertise of professionals such as The Joy Interactive, which focuses on business branding and website design. Based in Singapore and China, its mission is to help business owners and startups in the Asia Pacific region to define their brand in a way that effectively boosts sales and revenue.