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The first step is to determine what qualities you wish to project -- do you want to focus on reliability of product, or speed, or money possibilities?
Once you have made this basic, vital decision, then you need to look for words, descriptions, and graphics that will project these same qualities. If you look at naming of car models, you can see some good examples of this -- A Dakota, for instance, creates an association of wild ruggedness, while a Mustang projects image of spirit and speed.
Remember that there are also many other factors that will also indirectly affect how your company and product are branded.
The way that you interact with your customers is one of most important of these. Make sure that your company reflects same qualities that you want to have associated with your product or service.
Otherwise, you may be sending your customers conflicting messages. For instance, name of your product might be CHEETAH, but if it takes three weeks for you to respond to emails, your brand will probably NOT be associated with speed!
Branding your product or service can be a difficult process. Often, it will take many repetitions of a message before a brand becomes recognized. It is therefore very important that you put thought into process before you start selling your image.
Steven Presar provides news and articles regarding starting or maintaining a small business at http://www.Agora-Business-Center.com And works with individuals and small business owners who would like to grow their business on the Internet at the following site: http://www.Alliance-Internet-Marketing.com