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How to Build a Unique Brand without a Budget

Updated on June 30, 2014
A brand name should not be confusing to the consumer
A brand name should not be confusing to the consumer

The character of the brand is important

The marketing expert, Kotler, refers to a brand as ““the name, associated with one or more items in the product line, that is used to identify the source of character of the item(s)”. The character of a brand is what is the most important.

Numerous studies reiterate that the most important aspect of branding is to create a character for the business that clearly distinguishes it from the competitors. The business owner does not need a degree in marketing to establish a distinguishing brand in terms of its character. All it takes are some elementary principles that need to be applied consistently. It can take years to create a unique brand, but it will eventually be rewarded.

Basic elementary principles to create a unique brand for your business

The following basic elementary principles can result in a unique brand if done persistently.

Knowing the target audience

Marketing alone cannot result in a unique brand. Businesses must deliberately make it their business to get to know their target audiences. With the introduction of social media, the target audience can be engaged with in various manners while at the same time getting to know their needs. Relevance to the target audience can make a huge difference in how a brand is perceived. By building a relationship with the target audience, brand loyalty can eventually be created.

Continuous good customer service

Whenever I want to make an expensive purchase, I visit the website and search for the business’ name. There will always be customers who complain but what matters is how the business resolved that complaint, if at all. A business that continuously delivers good customer service stands out from other businesses and will retain its customers. Consistency is the key in good customer service. Customers need to know what they can expect from the business - good quality and service. Your customers should be talking about your brand.

Offering of relevant products and services in a unique way

Getting to know the target audience and their different needs can result in products and services that are exceptional. The way that the brand fulfils the customers’ needs distinguishes it from other brands.

Give your business a "only one of its kind" name

A name that is different will always stand out from other businesses. Give your business a name that will be remembered by the target audience and prospective customers. The name of the business must not be confusing to customers or be confused with other brands.

Unique brands all over the world somehow all have the above points in common.


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    • rajan jolly profile image

      Rajan Singh Jolly 

      5 years ago from From Mumbai, presently in Jalandhar,INDIA.

      Interesting and useful information. Branding is one important aspect of building a successful business.

    • MazioCreate profile image


      6 years ago from Brisbane Queensland Australia

      Some good yet basic points. I found myself ticking them off against my own business as I read the Hub. From that point it is a good Hub because it had me thinking.

    • TeriSilver profile image

      Teri Silver 

      6 years ago from The Buckeye State

      Interesting and informative. As a PR person, I believe in branding! LOL, Thanks for a great hub.


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