Whether you sell products or provide services, you want to build a brand that consumers recognize and associate with your business when they see your products or think about the services that you provide. When you have achieved “brand awareness,” consumers will look for your brand and are more likely to buy your products or services. Consumers won’t look for a brand that they are not aware of and are less likely to buy products or services under a brand they’ve never heard of.
A brand can take many forms, including, a name, symbol, design, color combination or slogan. It can be a business name (McDonald’s), it can identify a product (Sprite) or it can do both (Coca-Cola). When you begin to build your brand, it is important to conduct searches to confirm that the brand is not being used by another business or that you are not infringing another party’s trademark and register trademarks to prevent others from using the brand and damaging your business.
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