How strong is your brand? It's not a simple answer. Whether a small company or a large one, your brand has value—shareholder value, customer value and of course, monetary value. Today's brand isn't just a creative image—such as a Nike swoosh or an Apple icon. Today's brand represents much more—a story that is reflected not only through a logo or tagline but through customer experiences shared on social media and other areas. It's a story that showcases your differentiators.

Every brand has a story to tell. Short on time? Promotional Consultant Today shares these tips on how to build your brand in five days.

Day 1: Define who you are and what you do.

You know who you are and what you do, but how do you do it differently from everyone else? What's your unique selling proposition? What type of service do you offer that other promotional products consultants don't? How are your services different from other consultants? It doesn't matter what business you're in—you have to find that connection. Make a list of the services you offer and the ones you don't and why. Identify the things that define you who are and what you can offer.

Day 2: Define your client/customer/audience and how you want to speak to them.

List every attribute your potential customer has:

  • Are they young, old, male, female, wealthy, entrepreneurs, parents?

  • Where do you find them? Social media, in brick and mortar organizations, online groups?

  • What do they need?

  • Who are they using now for the same service you provide?

  • Why would they switch?

Now determine how will you connect with them and tell their story. Will it be in person, through other business partners, online? How will you keep the conversation going?

Day 3: Make your personality shine through your brand.

How do you inject your brand with some personality that customers can relate to? Start by making a list of your personality traits, your hobbies and what you're passionate about. See how they intersect with your business and let your personality shine.

Day 4: Make it official and professional.

If customers are to trust you and commit to your brand, your brand needs to be professional. Hire a graphic designer to create your logo, business cards and website so you have a consistent look. Hire a marketing guru and/or a business coach to help you plan a strategy. Research business systems so your invoicing, proposals and communications are complete, organized and automated. How you treat your business is how you'll be perceived to treat a client's business.

Day 5: Find your niche, deliver and repeat.

Consistency is key, not only with your logo and materials, but with how you connect with your audience. If you find them on Instagram, for example, make sure that's where you're sharing on a regular basis. Send out your e-newsletter on a weekly basis. Tweet and retweet your followers. If your customers are at a trade show, make sure you are present and showcase your knowledge.

PCT returns tomorrow with more business tips.

Source: Karen DeFelice is an award-winning graphic designer who loves magazines, business cards and blending fonts, colors, images to help clients make a big splash with their branding. When she's not assisting business owners with their image, she can be found on a sunny, white sand beach obsessing over chocolate and shoes or enjoying her new Florida lifestyle with her husband and boxer.