How Can I Brand My Business?

I am a fresh graduate in Marketing and doing a project for a traditional business firm(A trade House) who wants to convert itself into a brand. The company holds itself into the region for the past 3 decades and now wants to reposition itself into a corporate house. Need your valuable guidance/ suggestions on how should I proceed about it and what all things should be kept in mind while starting the branding exercise?

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Jay’s Answer: If you already have a perception, build on it. Give it a voice, a name, a look. While you can create these things without a perception, it’s unlikely to stick because not enough people believe them. Since you have 30+ years of experience, you have enough stories of how you’ve helped people and improved their lives. Take the stories and evolve them into a statement/brand. To teach your new brand, everything your organization does need to revolve around the brand – advertising materials, answering the phone, business cards, emails, etc.

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