View Branding as an Ongoing Business Strategy
Branding is not something you do for a few days and then forget about. Branding must be a constant in your company’s business strategy. Brand loyalty and brand recognition can decline unless you revitalize your brand on an ongoing basis. Many businesses reinvent or rebrand themselves every few years to achieve a higher level of consumer recognition or because of problems or negative stigma associated with their current brand. Regardless of your product or brand, or how long you’ve successfully had it, to remain competitive, you must adapt your brand based on changing trends in the marketplace.
Branding for Success
Remember that branding takes time. That’s why you must integrate all these strategies over the long-term to build a brand. No matter when you start your branding efforts, branding your business is an important part of any successful marketing strategy. You want your customers to think of high value and quality when they think of your product or service. By branding your business, you make that happen. A strong brand also makes your company more valuable. When you successfully follow these strategies for branding your business, you can enjoy the name recognition and increased profits that come from having a great brand that everyone knows and loves.

Peter Koeppel is founder and president of Koeppel Direct, a leader in direct response television media buying, marketing, campaign management and creative strategies. With more than 20 years of marketing and advertising experience, Koeppel has helped Fortune 500 companies, small businesses and entrepreneurs develop marketing campaigns to increase profits. Koeppel is a Wharton MBA, and improved the media buying strategies and advertising for clients such as The Hair Club for Men, Berkeley Premium Nutraceuticals, Ben Hogan Golf, H.J. Heinz and DIRECTV.