Startup Resources

Creating a strong brand—one that’s positive, representative and recognizable—is essential for any company hoping to gain a leg up on its competition. That lesson may seem like business 101, but brand-building is much easier said than done. How do you create a tagline that encompasses the product, customer experience, and essence of your brand? And after that, how can you make your logo and tagline conjure a positive association with your business in customers’ minds?

oDesk VP of Marketing Jaleh Bisharat gives some advice on this matter in the latest article for her Huffington Post column. She explains, for example, how to “spread the love” by building customer loyalty, which can also lead to powerful word-of-mouth marketing:

“What customers say about your brand is inherently credible and can amplify your key messages. Building customer loyalty does not require a million-dollar budget. It does require a genuinely positive experience. You then need to engage with customers in ways that motivate them personally to extend your reach.

At oDesk, for example, we recently reached an important milestone—$1 billion spent on hiring via our online workplace. We felt compelled to celebrate and sent congratulatory emails to our top customers. Within a few days, these professionals had shared their accomplishment via social media more than 1,650 times, exposing our brand to countless friends and followers.”

To read more about Jaleh’s 5 brand habits of successful businesses, click here!

Jaleh Bisharat

Senior Vice President of Marketing

Jaleh Bisharat, Elance-oDesk’s senior vice president marketing, is a seasoned marketing executive with a history of growing startups into vibrant brands that inspire passion in their customers. Before joining oDesk, she was the vice president of marketing at several innovative companies including OpenTable, Jawbone and, and also served on the Board of Directors at OpenTable and Homestead Technologies. Jaleh received a Bachelor of the… read more