So what’s involved in “branding” and why is it so important at the beginning? To start with, think about your business name. Deciding on a name can be the one of the toughest business decisions you’ll ever make, but the time investment will be worth it because it will be used constantly and consistently with all of your communications.

For example, many starting a new business simply use their own name, which works especially well if you already have a lot of contacts, and thus name recognition, in the industry. This also works well if you are a consultant or other sort of sole proprietor.

Similarly, some incorporate their surname into the company name: “The Wilson Group.” Okay, this might sound cool, but if you are totally brand new, I have no clue what you do. Maybe something more along the lines of “Wilson Marketing Solutions” would give me a hint. Not that clever doesn’t count – it can be very memorable. Just don’t be so clever that the rest of us don’t get it.

Another consideration with the name is what’s referred to as “brand position.” Basically, to which market(s) are you trying to appeal? For example, “Doug’s Grill” is very friendly. However, if the price range at said grill is, let’s say, for “special occasions” and the owner’s intent is to seem like they’ve been around longer (or they intend to be!) in the community, a name along the lines of “The Landmark Grille” might do more for the new restaurant. It sounds important, as if it sets the standard in these parts.

Once you’ve put a lot of thought into the all important name, the logo is next. This component of your brand is extremely important, as all the visual representations of your brand will stem from it. Not to add any pressure, of course. But think about how much recognition a consistently applied logo garners. (There’s so much to say about logos, we could go on and on, and will in the future.) Think of your logo as the cornerstone of your brand: all other visuals will build on it and relate to it.

And that last part is key: consistently applying the branding to all your materials, any collateral you hand out, any coupons, any uniforms, your website. Whatever it is, the branding should always be there, treated the same, sharing the same message. When you are new, and need to get recognition as quickly as possible, strong, well-thought out branding – your business name with a well-executed logo, supporting visuals and consistent verbal messaging – will go a long way. And isn’t that what friends are for?