How do I develop my business brand?

A strong brand helps you stand out, build trust, and attract the right customers. Whether you’re starting from scratch or refreshing what you have, this guide will help you shape a brand that reflects your values, connects with your audience, and supports your goals.

What is a brand?

Your brand isn’t just a logo – it’s the full experience people have of your business. It includes your values, tone of voice, reputation, and the way people feel when they interact with you. In short, your brand is what you promise, and your reputation is what people say about you.

If you’re a sole trader, your personal brand and business brand may be closely linked. As your business grows, your brand might shift to reflect a broader team, offer or vision.

Your personal brand will centre on how you portray yourself – the clothes you wear, how you carry yourself, the way you communicate, and the topics you talk about. Various trends such as the rise of AI and generational attitudes that favour authenticity are making personal brand and human-centred content more important than ever.

Your business brand creates an impression with every interaction across the customer experience.