FUBU Founder Talks About Building Your Brand

Your brand is your business. Establishing a trusted reputation amongst consumers can mean the difference between success and failure as an entrepreneur. But how can you gauge whether the competition has the upper hand?

“Entrepreneurs need to constantly make an effort to improve branding,” says Daymond John, business mogul and founder of the FUBU clothing line. “The process of re-branding never stops.” This is something John knows all too well as he is reacquainting the American market with his popular urban clothing line, re-launching as an “all-American” timeless classic. A guest speaker at the Black Enterprise Entrepreneurs Conference in Atlanta next week, John will be helping other business owners figure out what it takes to build and maintain their brand. Take a sneak peak: You authored the book, The Brand Within. What would you say is the number one thing entrepreneurs need to remember when developing a brand strategy?

Daymond John: The number one thing entrepreneurs must remember when developing a brand strategy is the brand’s three-word mantra. Creating a three-word brand mantra defines what the brand stands for. It’s important for the public to understand the brand’s mission statement but the employees have to understand it, too, so they can believe in what the brand stands for. Here are two examples of brands with strong three-word mantras: BMW—fine German engineering, and White Castle—what you crave. Read complete story at Black Enterprise

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