--- title: "Marketing Quick Tip: Build Complete Brands" description: Don’t let your brand development end with a logo. It should include so much more. image: https://www.jonespr.net/hubfs/Blog_Images/March%202023/Marketing%20Quick%20Tip%20Build%20Complete%20Brands%20-%20Header.jpg --- [![](https://www.jonespr.net/hubfs/Blog_Images/March%202023/Marketing%20Quick%20Tip%20Build%20Complete%20Brands%20-%20Header.jpg) ](https://www.jonespr.net/eight-arms-blog/marketing-quick-tip-build-complete-brands) # Marketing Quick Tip: Build Complete Brands BY:   [ Kristin Jones ](https://www.jonespr.net/eight-arms-blog/author/kristin-jones) From the outside, when a company introduces a new brand, like Pepsi’s newest entrant in the lemon-lime soda world [Starry](https://www.pepsicopartners.com/pepsico/en/USD/PEPSICO-BRANDS/STARRY%E2%84%A2/c/brand_starry), that the main component is the image: an eye-catching logo that provides visual differentiation from the slew of competitors behind the glass in the convenience store cooler. But a logo alone isn’t enough. PepsiCo’s chief marketing officer [describes the brand](https://www.usatoday.com/story/money/food/2023/01/13/starry-pop-pepsis-lemon-lime-soda/11046280002/), as “bright, optimistic, and rooted in culture and fun.” While the idea of creating an entire brand story built around customer’s needs and preferences may seem to be a little much for artificial flavors, high fructose corn syrup and carbonated water, for B2B brands, building a complete brand position is essential. The positioning carries through into everything from the imaging chosen to the messages used in marketing and public relations to events and even corporate structure. ***Read more: ***[***8 Elements Every Brand Concept Should Include***](https://www.jonespr.net/inboundaccelerator/8-elements-every-brand-concept-should-include) Once the brand has been established, it is also essential that it be maintained carefully by everyone involved, including both in-house teams and any agency partners who guide or create marketing or public relations content for your brand. ***Read more: ***[***5 Ways You Know You Picked the Right Vendor to Execute Your Brand***](https://www.jonespr.net/inboundaccelerator/5-ways-you-know-you-picked-the-right-vendor-to-execute-your-brand)***.*** Whether you are launching a new brand, refreshing an existing one or looking for a partner dedicated to honoring the brand position and culture you have already established, JONES has the team ready to support your team to achieve your marketing and sales objectives. [Schedule a time to chat with me](https://www.jonespr.net/meetings/kristin19) or download our free ebook: [Six Steps to Building Enviable Brands](https://www.jonespr.net/six-steps-to-creating-enviable-brands). You can also see more of our work supporting brand positioning for B2B companies in these client profiles: [Actium](https://www.jonespr.net/actium-profile-page) and [Yes Health](https://www.jonespr.net/yes-health-profile-page). ## 6 Steps To Creating Enviable Brands Download our guide 6 Steps to Creating Enviable Brands to learn the crucial steps you should follow to create an enviable brand for your company. [![Download](https://no-cache.hubspot.com/cta/default/402746/63d8c289-feca-4c85-9a13-63fa2e9331e4.png)](https://cta-redirect.hubspot.com/cta/redirect/402746/63d8c289-feca-4c85-9a13-63fa2e9331e4) ![sb_6StepsToEnviableBrands](https://www.jonespr.net/hs-fs/hubfs/CTAs/Campaign%20Name%20Scorecard/sb_6StepsToEnviableBrands.jpg?width=220&height=260&name=sb_6StepsToEnviableBrands.jpg) ![Half Dotted Circle Background](https://www.jonespr.net/hs-fs/hubfs/Jones%20the%20Agency%20Website/Images/Blog/CTA%20Graphics/Half%20Dotted%20Circle%20Background.png?width=136&height=264&name=Half%20Dotted%20Circle%20Background.png) --- ## **Keeping Up with Kristin** ![Kristin Jones BW photo 2017](https://www.jonespr.net/hs-fs/hubfs/Kristin%20Jones%20BW%20photo%202017.jpg?width=640&height=640&name=Kristin%20Jones%20BW%20photo%202017.jpg) [![Octavia-LinkedIn-2](https://www.jonespr.net/hs-fs/hubfs/Jones%20the%20Agency%20Website/Images/Blog/Blog%20Post%20Page/Octavia-LinkedIn-2.png?width=39&height=39&name=Octavia-LinkedIn-2.png)](https://www.linkedin.com/in/kristinjonespr/) [![Red Twitter Icon](https://www.jonespr.net/hs-fs/hubfs/Jones%20the%20Agency%20Website/Images/Blog/Blog%20Post%20Page/Red%20Twitter%20Icon.png?width=39&height=39&name=Red%20Twitter%20Icon.png)](https://twitter.com/kcjonespr) I enjoy traveling the globe to meet with clients, educate companies about all things PR and Inbound Marketing, and speak at industry events. Meet up with me when I’m in your city. Where will I be next? [Meet Kristin](https://www.jonespr.net/meetings/kristinjones/networking-call-with-kristin-jones) ## Subscribe to Eight Arms Subscribe to the Eight Arms blog to get our most recent content. [![Subscribe](https://no-cache.hubspot.com/cta/default/402746/a921f342-e657-4bca-b6bf-48dbea1e0628.png)](https://cta-redirect.hubspot.com/cta/redirect/402746/a921f342-e657-4bca-b6bf-48dbea1e0628) ![Jugling Octavia Left Facing](https://www.jonespr.net/hs-fs/hubfs/Website%20Images/Octavia%20Webpage/Jugling%20Octavia%20Left%20Facing.png?width=564&height=471&name=Jugling%20Octavia%20Left%20Facing.png) ## Related Posts [![Creating the Perfect Business Logo (Infographic)](https://www.jonespr.net/hs-fs/hubfs/Blog%20413%20Brand.jpg?width=352&name=Blog%20413%20Brand.jpg) ](https://www.jonespr.net/eight-arms-blog/creating-the-perfect-business-logo-infographic) ### [Creating the Perfect Business Logo (Infographic)](https://www.jonespr.net/eight-arms-blog/creating-the-perfect-business-logo-infographic) [![](https://www.jonespr.net/hs-fs/hubfs/Blog_Images/Blog_256_Brand_positioning.jpg?width=352&name=Blog_256_Brand_positioning.jpg) ](https://www.jonespr.net/eight-arms-blog/effective-brand-positioning-begins-with-discovery) ### [Effective Brand Positioning Begins with Discovery](https://www.jonespr.net/eight-arms-blog/effective-brand-positioning-begins-with-discovery) [![Marketing Secrets of the Fastest Growing B2B Brands (infographic)](https://www.jonespr.net/hs-fs/hubfs/Blog_Images/Blog_380_Secrets.jpg?width=352&name=Blog_380_Secrets.jpg) ](https://www.jonespr.net/eight-arms-blog/marketing-secrets-of-the-fastest-growing-b2b-brands-infographic) ### [Marketing Secrets of the Fastest Growing B2B Brands (infographic)](https://www.jonespr.net/eight-arms-blog/marketing-secrets-of-the-fastest-growing-b2b-brands-infographic) [MEET THE JONESES](https://www.jonespr.net/meet-the_joneses) [HOW WE DO IT](https://www.jonespr.net/how-we-do-it) [HUBSPOT CRETIFIED](https://www.jonespr.net/certified-partner) [EIGHT ARMS BLOG](https://www.jonespr.net/eight-arms-blog) [info@jonespr.net](mailto:info@jonespr.net)   [![pinterest_icon](https://www.jonespr.net/hs-fs/hubfs/Jones_PR_Project/images/pinterest_icon.png?width=30&height=28&name=pinterest_icon.png) ](https://www.pinterest.com/JONESMarketing/) [![facebook](https://www.jonespr.net/hs-fs/hubfs/Images/facebook.png?width=28&height=28&name=facebook.png) ](https://www.facebook.com/339371666253250) [![twitter](https://www.jonespr.net/hs-fs/hubfs/Images/twitter.png?width=28&height=28&name=twitter.png) ](https://twitter.com/scottmjonespr) [![linkedin_icon](https://www.jonespr.net/hs-fs/hubfs/Jones_PR_Project/images/linkedin_icon.png?width=30&height=28&name=linkedin_icon.png) ](https://www.linkedin.com/company/jones-public-relations/mycompany/) [![New call-to-action](https://no-cache.hubspot.com/cta/default/402746/0546161d-c180-455c-9a73-2d081075b1d4.png)](https://cta-redirect.hubspot.com/cta/redirect/402746/0546161d-c180-455c-9a73-2d081075b1d4) ### Want to Keep Up? We’ll take you from where you are to where you want to be. [![Join Jones](https://no-cache.hubspot.com/cta/default/402746/c6b47f77-1192-4498-85be-10c0cbd9c80a.png)](https://cta-redirect.hubspot.com/cta/redirect/402746/c6b47f77-1192-4498-85be-10c0cbd9c80a) ### Refer a Friend Do you know a company that has the potential to become the envy of its industry?  If so, refer your friends to us. If they join Jones, we’ll give you a $500 Visa gift card. [Make an Introduction Today * *](https://www.jonespr.net/refer_a_friend?__hstc=11961003.1a5be42b66ef27d6cab66ae83c913d43.1697645107592.1700161460234.1700240011412.5&__hssc=11961003.1.1700240011412&__hsfp=561747742) ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Kristin Jones", "url" : "https://www.jonespr.net/eight-arms-blog/author/kristin-jones" }, "dateModified" : "2024-01-03T20:32:10.075Z", "datePublished" : "2023-03-21T12:00:00.000Z", "headline" : "Marketing Quick Tip: Build Complete Brands", "image" : [ "https://www.jonespr.net/hubfs/Blog_Images/March%202023/Marketing%20Quick%20Tip%20Build%20Complete%20Brands%20-%20Header.jpg" ], "mainEntityOfPage" : { "@id" : "https://www.jonespr.net/eight-arms-blog/marketing-quick-tip-build-complete-brands", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://www.jonespr.net/hubfs/JonesLogo-RGB-1.png" }, "name" : "Jones PR" } } ```