You are familiar with the concept of branding and know that because her company is new, she will have to build a brand from scratch. What needs to be done in this case?

When creating a brand from scratch the most important thing to do is come up with an effective strategy that takes into account all aspects of the business. This includes everything from determining what type of products or services are being offered, to defining target audiences and devising a unique message which sets them apart from competitors. Additionally, it’s also important to invest time and effort in developing visual elements such as logos or other visuals that can be used on various platforms (Weinberg et al., 2018). Furthermore, engaging in social media marketing campaigns can also prove useful for raising awareness about the brand while also helping potential customers discover it more easily online (Cabral & Castelan-Santos, 2019).

Once the initial groundwork has been laid out then testing different tactics can help find out what works best for her company. For example, she could conduct surveys or focus groups to get feedback from potential customers or use A/B testing to determine which designs resonate better with audiences (Weinberg et al., 2018). Additionally, tracking performance metrics like website visits and engagement rates will provide insight into how effective certain strategies are at reaching particular goals like increasing sales revenue over time.

In conclusion, building a brand requires careful planning combined with creative solutions and analytical thinking. By taking into consideration all factors involved such as target audience preferences and competitor strategies while devising unique messages tailored specifically to her business she can ensure that her new venture stands out among its peers while establishing itself successfully within the marketplace.