Entrepreneurs and small business owners often have two misconceptions about brand design: that it is either very easy, or very complicated. Those who think it is very easy think that it involves just designing a logo. Those who think it is very complicated think that it involves many deep, thoughtful, and time-consuming exercises, and that you have to hire high-priced consultants.

In reality, it is somewhere in between. You do need a logo, and you need to put some foundational pieces in place for your brand and envision your future brand even before you design that logo, because the rest of the basic steps in creating a brand are based on these preparations and definitions.

Thoughtfully defining your position will help you to understand who you are, what you do, and what makes you different. It will give you a strong, differentiated foundation upon which to build your brand and marketing communication materials.

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