According to businessdictionary.com, brand is defined as “Unique design, sign, symbol, words, or a combination of these, employed in creating an image that identifies a product and differentiates it from its competitors. Over time, this image becomes associated with a level of credibility, quality, and satisfaction in the consumer’s mind. Thus, brands help harried consumers in crowded and complex marketplace, by standing for certain benefits and value.”

Having a good brand is at the heart of having a successful business. So, how do you create and protect your brand? Here are four steps to help you do that.

1. Have a Recognizable, Compelling Look and Feel

For the last 30 or so years, when you see a swirl, you know Nike is nearby. When you read the words “Just Do It,” you also know Nike is involved. Nike has one of the most recognizable, compelling brands around. While they’ve changed some of their messaging to align with changing times, they’ve stayed true to their singular look and feel.

Beyond the look and feel, key messaging should be honored in a similar fashion. For example, if you want your storage solution to be known for “working equally well in data centers and branch offices,” you always need to say those exact words.

2. Know Your Customers

Personas are the name of the game these days. You want to use market research and data to create personas for your different customers, and you want to include as much detail as possible. Why? When you are able to talk to people in a personal way, addressing some of heir hottest issues, you build a lot of trust in your brand.

3. Don’t Keep Yourself a Secret

People like to get their information in different ways and from different sources. So make sure you are easily found and accessible. Get your word out everywhere – web, social media, YouTube, emails, webinars and more – and then track where you’re having the most success.

4. Be Authentic

Your business is made up of wonderful people like you. Be sure to capture this in your voice. Sound like real people who care deeply about their customers’ success. Engage in conversations with your customers. Recognize that your engagement with them helps them move more speedily through the buyer’s journey.

Now, that you know what to do; know your Brand and be seen!