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  • Business FAQs, Business Marketing

How to Create the Right Company Brand

  • Updated on 13 February, 2026

This is Step 5/12 of our series “How to Start a Business in SA Successfully?” In this 12-step-series we discuss the 12 Core Elements of How to Start a Business in South Africa. We cover all the big questions… how do I create the right brand to stand out above competitors? get Leads? keep control as I grow?

Last week we covered how to build a sales strategy plan for your business. If you missed it, simply click here to catch-up now.

Taking us through these steps: Brend Badenhorst

In an interview style discussion, Brend will lead us through these start-up success steps. Brend is SA’s leading start-up success consultant.

  • Experienced Entrepreneur (Founder of MySME)
  • IMCSA Registered Business Coach
  • Specialist in start-up growth
  • Services SETA organisation (under MySME)
  • UNISA / CPUT Advisory Board
  • Government Speaking Event Contributor
  • Track record of many successful SME’s (see testimonials)
brend

To watch the Video Interview, simply click on the video below:

You can also read through the interview content below – question by question.

“I think a lot of people overdo branding. They make it very complex and very emotional. It is the most emotional thing for an entrepreneur in their business because they think about all the angles and how it emotionally resonates with them. Ultimately, the customer does not care about that, he does not care what the emotional message is behind the brand. The customer wants to know, what you do and how you do it?  If you think about your branding, the first thing you want to do, is get a proper brand identity, and get a logo, name, and a tagline. Either the name or the tagline needs to say what you do within the first 5 seconds.  Secondly, you need to check if the name is available on CIPC and also if the domain is available. Here is a big tip that a lot of people miss: Never register a .com domain name if you’re only going to be trading in South Africa. People want to see .co.za. When people see .com, they immediately think American company.  Then lastly, you’ve got to get your social media online presence up and running.”
“Keep it simple.  Again, just use the 5 second rule: Does the brand name or tagline say exactly what I do within the first 5 seconds? Then go and ask some strangers or friends and family.  Just give them the name of the business and look at their faces. What are their faces telling you? Then ask them: What is the impression or perception you have of what I just told you?  They should be able to tell you within 5 seconds that it tells them ‘XYZ’.  Then you will know exactly what perception your brand is getting out there in the market.
“An Online Presence for your business is very important. Firstly, register a domain (.co.za).  Secondly, create an email address with your registered domain – no one is going to take you seriously if you have an email address from a Gmail account. Thirdly, you want to get your social media pages up and running. Not necessarily to generate leads, but social media is all about credibility. Showing people what you do in the market, that is different to your competitors. You definitely want to have a Facebook page even if you don’t like Facebook. Facebook shows credibility and you can actually ask your customers to review your services on your Facebook page, which again means credibility. A LinkedIn profile is very important, no matter what business you do, people want to see if you’re a credible and  professional company, and people want to see what’s happening in your business.  Instagram is also a good idea, if that’s your target market. You also get Twitter and TikTok.  You’ve got to ultimately see where your target market’s attention is at. Get your brand on there, and that’s how you build an online presence. Then, lastly, branding essentials like a business card, brochure, flyer, and a letterhead. When you send out a proposal, make sure you do it on your company letterhead and use a professional branded email signature.

In Summary

If you really want to build a company brand that’s going to stand out above your competitors, make sure you follow these practical steps. In our next Session (Step #6), we will cover more aspects on: How to Build a Business Website. See you there!

FREE Start-up Workshop - Just Opened!

Start your journey to a become a successful entrepreneur in South Africa by Signing up for our FREE Online Startup Workshop. In this workshop we’ll train you how to apply this information above and much more. Best of all – it is FREE! If you are already a trading business and need funding or support to grow, our IMCSA Accredited Business Coaches are ready to assist. We train you how to apply this information above to your business and much more.

We offer free training to Entrepreneurs on how to start a business. Free Consultation.

Contact us today!

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