Branding is what gives your business its personality, helping customers to distinguish your offer from that of competitors. Business Gateway’s guide to the basics of branding offers an overview of how to brand your business and then communicate your brand.

Your brand is much more than a logo or slogan – it is all of the associations people have with your business, product or service. Creating an effective brand that reflects your ‘brand values’ or strengths and applying this consistently can help you to make positive connections with customers. 

Branding begins with ‘the big idea’ and decisions about your vision, values and personality. This will help you to build brand identity, which you can then communicate to customers and staff in multiple ways to build your brand. There are obvious ways to get your message across, like advertising, events and staff training. Other brand management techniques include storytelling, refining your product portfolio and customer engagement.

Yes, if you are thinking about starting, or already run, a business in Scotland.

This is a free and impartial service.

Any business based in Scotland, at any stage in its life cycle.

Spend 7 minutes reading the Business Gateway guide to the basics of branding.

You can contact your local Business Gateway office at any time for advice and support on marketing your business. 

Visit the Business Gateway website for more advice on branding.