Defining Your Brand


Recent Defining Your Brand Articles

Norm Brodsky on Expanding Upmarket

By Norm Brodsky |  May 1, 2010

How can a staffing firm that works with unskilled labor expand into professional staffing placements? Our columnist shares his advice.  Read more


To Sell a Blog, Build Your Personal Brand

By Courtney Rubin |  Mar 1, 2010

After she lost her job, Michelle Leder parlayed a unique skill -- the ability to translate turgid documents into usable news -- into an online business.  Read more


How to Build an International Brand

By Elizabeth Wasserman |  Feb 1, 2010

For decades, Coca-Cola and IBM were among the scant few globally-recognized brands. By crafting a universal message and increasing brand awareness, here's ho...  Read more


An Extreme Brand Makeover

By Bobbie Gossage |  Dec 1, 2009

Zhena Muzyka of Zhena's Gypsy Tea tries rebranding her products to increase national sales  Read more


Mad Men on Branding

By Leigh Buchanan |  Sep 1, 2009

The popular TV show's branding expert talks about changes in advertising since the 1960s  Read more


Case Study: Skinner Baking Builds a Brand

By Jason Del Rey |  Apr 1, 2009

For years, a family bakery sold unbranded pastries to supermarkets. Should the owner now put his name on the box?  Read more


Naming Rights and Wrongs

By Ryan McCarthy |  Dec 1, 2008

NameThis, an online service launched in August, lets businesses crowdsource their branding efforts. Are user-generated trademarks any good? The suggestions p...  Read more


The Rebranding Game

By Ryan McCarthy |  Dec 1, 2008

If at first you pick the wrong name, you can always try, try again.  Read more


Trading Up

By Nitasha Tiku |  Aug 1, 2008

How a shop in Little India became a sleek brand.  Read more


Safeguard Your Brand Reputation Online

By Caroline Waxler |  Dec 1, 2007

Question: When you do a search on the Web for your business name or brand, does negative information show up in the results? If your answer is yes, you may n...  Read more


Differentiating Yourself in the Marketplace

By Nancy Michaels |  Oct 5, 2007

Standing out from the crowd takes time and effort. Nancy Michaels has some tips on how to maximize your exposure to potential new clients, and ensure they...  Watch video


Biggest Challenges for Inc. 500 Entrepreneurs

By Rod Kurtz and Michael Shick |  Jul 10, 2007

The founders of Method, Barefoot Books, and other Inc. 500 entrepreneurs discuss the biggest challenges in starting a business. Breaking through in the ma...  Watch video


Jim Koch on the Secret to Effective (and Cheap) Marketing

By Jim Koch |  Apr 1, 2007

Educating consumers is crucial if you want to keep marketing expenses in check.  Read more


Making Marketing Sticky

By Mike Hofman |  Jan 26, 2007

Ever wonder why some slogans stick, and others fall flat? Executive editor Mike Hofman explains how to craft a winning marketing message.   Watch video


Rebranded, Five Ways

By Inc. staff |  Jan 1, 2007

When the branders at Deskey said they wanted to change things, they didn't mean just a little. Tony Neary, a Deskey design director, explains what his group ...  Read more


Bootstrapping 101: Brand It Creatively

By Stephanie Clifford |  Jul 1, 2006

In launching Madsoul, an urban streetwear label, in 2000, Marc D'Amelio raised guerrilla marketing to an art form.  Read more


The Name Game

By Norm Brodsky |  Nov 1, 2005

Few things are less important to the success of a business than figuring out what to call it.  Read more


Building a Brand

By Rhonda Abrams |  Sep 20, 2002

Branding isn't just a logo that you slap on or a fancy ad campaign. Your brand is a reflection of your business's personality.  Read more


Emotional Branding

By Mike Hofman |  May 1, 2002

How much of your life story should you use to market your company?  Read more


Why Online Branding Matters

By Kim Brooks |  May 31, 2000

The Web was supposed to kill the need for big brands. That's not what happened.  Read more


Pick a Memorable Name for Your Business

Oct 21, 1999

Here are tips on picking a winner.  Read more


Brand in the Making

By Mike Hofman |  Oct 1, 1999

If all goes well under James Prosek's ambitious business plan, he will be elevated from mere fish aficionado to standard-bearer for an entire way of life. Pl...  Read more


The Diva of Retail

By Edward O. Welles |  Oct 1, 1999

Why did Starbucks, Blockbuster, and Nike come calling on little-known consultant J'Amy Owens? Because this president of the Retail Group knows how to make th...  Read more


Go Glossy: How to Create a Beautiful Branding Tool on a Budget

By Mike Hofman |  Jul 1, 1999

CEOs give advice on building a brand through custom publishing.  Read more


Brand New

By Christopher Caggiano |  Apr 1, 1997

Will this start-up be able to keep changing its brands to keep up with the ever-changing beverage market?  Read more