Welcome to the 10-minute entrepreneur podcast intended to equip and encourage business owners

and aspiring entrepreneurs taught by active business owner, best-selling author and teacher

Sean Castrina.

Building a brand from day one, I want to talk about branding today, it's so important,

I get so many questions about it.

The one question I get a lot is should I buy this brand, somebody wants to buy a brand

or they want to know how much a brand is worth.

I don't think you go out and buy a brand unless you're going to do that, you might as well

just go buy a franchise because that's what a franchise is, you're buying a pre-existing

identity that typically has credibility or is recognizable.

So if you're going to buy a brand, go buy a franchise, that's free advice, but let's

get into a brand right now and what is a brand and that way I think if we establish the

pillars of a brand, then you'll understand what I'm talking about a little better.

So a brand is an identifying symbol, mark, logo, name, word, tagline slogan that companies

use to distinguish their products from others.

It's how a company lets you know how to identify their products.

Example when you walk down the aisle in like the cereal aisle, you know the difference between

the cereals.

I mean, special K has a very identifiable logo, okay, not hard to miss, so does Cheerios.

That's a simple example when you go down the, which I'm going to call it the toothpaste

style, very easy to see Colgate, right, and then it's very easy to see Crest.

You know what their logo is, you know what their name is, another example, you know color

...