The University of Tennessee, Knoxville

Haslam College of Business at the University of Tennessee Anderson Center for Entrepreneurship & Innovation. Haslam College of Business at the University of Tennessee

Establishing a Brand

brand identity is simply how customers perceive your product.  Your brand is reflected in everything presented to your customers, from design of your product, to communications, to how your employees interact with them.

A brand identity can make or break a company — think about what happened to products or companies when something went wrong (a recent example was a Japanese car company that refused to acknowledge their responsibility in a faulty vehicle design — their sales plummeted).  On the other hand, there are companies whose brands evoke perceptions of confidence and strength, and their sales reflect that.  That should be your goal.

To establish a brand, you have to do the following in tandem:

This is just the beginning, though.  As you develop your product or service, you must make sure that your entire company, from the product, to how it is distributed, to how it is serviced, to your employees (how they speak and dress), delivers on the promise your customers expect from you.

Resources to get started:

Anderson Center for Entrepreneurship & Innovation ~ 418 Haslam Business Building
Knoxville, TN ~ 37996-4140 ~ Phone: (865) 974-5126 ~ Email:

Haslam College of Business Facebook Page.   Haslam College of Business Twitter Page.

The University of Tennessee, Knoxville. Big Orange. Big Ideas.

Knoxville, Tennessee 37996 | 865-974-1000
The flagship campus of the University of Tennessee System