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Karen Post, The Branding Diva, is a branding expert and author of Brain Tattoos, Creating Unique Brands that Stick to your Customers' Minds.
We talk with Karen about the fundamentals of branding-even for the smallest one-person companies with shoe-string budgets.
Here's a synopsis of Karen's smarts:
A brand is a mental imprint based on everything you do. Your logo and/or your tagline are just small pieces of your brand. A brand can also be seen as your "story"-how you are distinct and the experience your deliver.
Great brands are built on a four-point platform:
Monster.com, Southwest Airlines, Apple, Donald Trump
A brand makes the choice easy and lowers the buyer's perception of risk. It's a competitive advantage if it's done right.
Anyone who competes needs to brand. A brand aids the selling process. It can help you command a higher price and can create loyalty. The only difference in a big company versus a one-person operation is the size of their universe, the rest is all relative.