Ask Lisa: How long does it take to brand a business?

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Q: How long does it take to brand a business and how long does it usually take to get branding work done with a client from start to finish? 

A: Your brand is the promise you make to the world. It’s the overall essence of your business. So, everything you do must reflect this. From image (logo),  to identity packages (i.e. letterhead, envelopes, business cards, and all printed collateral material), to web design, to content, to customer service,  to customer experience, overall strategy, and, most important, your marketing message.

Branding is an ongoing process and there are many phases of the brand process.  I am guessing you might be asking about the time it takes to create brand identity (this includes logo, identity package, website etc).  Often people think that a logo is the company brand and it’s only part of it.  The answer to how long it takes to create brand is, it depends.

My best advice is to do your due diligence, check references of any branding firms you consider playing with, and be clear on what you want to create. This is crucial because without some clarity is will be difficult for any branding specialist to help you create a brand that will stand the test of time.

Longevity, brand trust, and brand loyalty should be your goal.  

One of the biggest mistakes I see people making in this arena is NOT considering the long-term plan.  A huge pet peeve is the reinvention and re-branding trend (often pushed by branding specialists to build their own business).

When engaging with a branding specialist or consultant, always ask these three questions:

1) How will this new brand or re-brand help sustain my business and increase income? 

2) Why is this branding firm making the recommendations they are making?  (I’ve saved clients thousands upon thousands of dollars by assessing current brands and making small shifts to get big results without a re-brand)

3) Am I ready to commit to long-term success and invest in the constant evolution of my brand to create a lasting legacy?

Here are some elements of branding that might be helpful to consider.

Brand identity (logo, letterhead, envelopes, signage, website design, and even branded email addresses)

Brand story (the story you tell to create your brand experience)

Brand experience (how your customers and clients perceive you including overall look and feel)

Brand loyalty (the dedication your customers/clients show you based on brand experience)

Brand integrity (upholding your mission and ensuring you deliver upon your promises)

Brand equity (the value of your brand over time that is built on consistency and trust) 

Once you establish your brand every business decision you make should be based on your brand mission and vision. In short, branding is an ongoing process.

I’d love to hear your thoughts?  Feel free to weigh in by leaving a reply on the original post here.  What advice would you give? How are you growing your brand?

Do you have questions about marketing? Submit your questions here and I might just blog the A to your Q.

By Lisa Manyon

 Lisa Manyon is known as The Business Marketing Architect. She’s the President and Founder of Write On Creative, host of the podcast Your Message Matters and a bestselling author. 

She teaches, trains, and transforms on two core topics 1) Marketing With Integrity (it’s time to take the pain out of planning and the pain points out of your marketing message). Her strategies are known to create million-dollar results, and 2) Healing With Love (based on her bestselling book Spiritual Sugar: The Divine Ingredients to Heal Yourself With Love with a foreword by Dr. Joe Vitale and an afterword by Neale Donald Walsch. 

Lisa lives in Magical Ashland, Oregon. 

Visit to learn more. Feel free to ask questions via and be sure to let her know SOBJ sent you.

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