Branding, specifically successful branding, is the act of imbedding a word into the mind of consumers in a positive manner for as long as possible. It is a methodical, time-intensive process that is first established via a tenacious PR campaign over a period of years, and finally maintained through advertising once a brand has taken root.

• Step 1a: Define a new category

  The first thing a company should consider is what category the company, its services, or its products belong. Ideally, a new category will need to be created, and named. This is perhaps the most important decision a company can make on it's path towards branding nirvana.

• Step 1b: Choose a short, Unique name for the new category

  The category name is just as important as the category itself. Step 2 below outlines the key points to follow in choosing names.

• Step 2a: Choose a short, unique name

  Whether it's a company, a product, or a service, the name chosen should be as short and unique as possible. Generic names, acronyms, or long and complex names are harder to remember, have little character, and are eventually shortened by the consumer.

• Step 2b: Choose a memorable logo

  Once the category has been decided upon, and the name of the company, product, or service has been chosen, the logo's next. Logos can help clarify the name or business, establish a tone, and help better position a company, product, or service within an industry or market.

• Step 3: PR

  At this early stage, forget advertising. Advertising can only defend a brand. It can't build one. Instead, put your efforts into PR. Think of PR as word-of-mouth approval from a friend, and advertising as the obnoxious car salesperson.

  While the cost per person is generally more for PR as compared to advertising, PR's "third-party" effect runs deeper and is more effective at garnering loyal customers than the "salesperson" approach upon which advertising is built.