Do you want to build a brand? Are you wondering where to start?
Having a strong brand identity has become crucial for every business to differentiate themselves from their tough competitors. That’s the reason why millions of businesses are trying to build a brand from the ground.
What exactly is a “brand”?
Is it a company logo or slogan that distinguishes you in a crowded market? Well, Not just that.
A brand is much more than that, it is your exact business reputation!
“Your brand is how people perceive your business”
Whether you’re planning to launch a startup or rebranding your existing business, this beginner’s guide on how to build a brand will help you create a brand identity that will stand the test of time.
What is Brand Building?
Brand Building is a process of generating awareness about any business using strategies and campaigns with the goal of creating a unique, positive, and memorable image in the marketplace.
Integral Components of Brand Building:
1. Brand Strategy
Brand Strategy will map out how you are different, trustworthy to your ideal customer. It is a way to convey your business purpose, promises to your customer, and how you solve their problems.
=> Competitor research
=> Target audience
=> Brand voice
=> Brand message & story
2. Brand Identity
Brand identity is the collection of all visual elements and massaging that a company creates to portray the right image to its consumer to make it recognizable.
When you think about how to create a brand identity, probably these brand visuals come to your mind first.
=> Brand Logo
=> Colors and fonts
=> Patterns and icons
=> Website design
=> Content and messaging
=> Print or packaging
3. Brand Marketing
Brand marketing is a way to promote your product or service by connecting values and voices to the right audience through strategic communication.
Brand Marketing activities include:
=> SEO & Content Marketing
=> Social Media Marketing
=> Email Marketing
=> Paid Advertising (PPC)
Let’s move to the essential steps for a guide for how to build a brand!
How to Build a Brand that Shines
1. Discover your brand’s end purpose.
Every successful brand has a strong and motivating purpose behind it. It is something that you want to do for others, like adding value through your products or services.
To discover your brand purpose ask yourself:
=> For what your brand should be known?
=> What differentiates your brand?
=> What all customer needs and expectations are your product or services going to fulfill?
=> Why should people own your product or services?
Answering all these questions helps you “how to create a brand” and building the foundation of your branding, thoughtful tagline, slogans, value propositions, voice, messaging, stories, and more.
2. Do Competitor Analysis.
Research your tough competitors or benchmark brands in your niche. For instance, study their strategies and approaches and how well they have gone about building their brand name.
To understand the market, you need to study your competitors approach like:
=> What they do well to establish their brand (or where they fail).
=> How do they reach the target audience?
=> What values are they delivering?
=> Where do they lack?
Deep dive into your competitors’ analytics and sharpen your competitive edge as it will help you in discovering and defining your brand positioning.
3. Determine your target audience.
The foundation for building your brand is to determine the right target audience who wants to buy what you’re selling?
Your business isn’t for everyone; so don’t try to make it appealing to everyone on the planet. Identifying your target audience is one of the most important aspects of building a brand.
Here you need competitor analytics to figure out detailed behaviors and lifestyles of your consumers and create a buyer persona of your target audience.
To determine your target audience ask the following questions:
=> What is your target demographic?
=> Where do they live?
=> What industry do they work in?
=> How much do they earn?
=> What are their hobbies?
=> What is their expectation from your brand
=> How do they get their information?
=> How do they communicate?
=> How do they think?
By determining your target audience, you can better focus your messaging—tailored to their needs with more effective marketing spending.
4. Figure out your brand mission and vision.
What is your brand mission and vision? It is exactly what your company is most passionate about.
Your brand vision is a future- what your brand strives to achieve.
Your mission is the ongoing roadmap for accomplishing your vision.
A clearly defined vision and mission provide a focal point that helps to align everyone with the organization, thus ensuring that everyone is working towards achieving a single goal.
Everything from your brand logo to your every single tagline, message, and personality should clearly reflect your brand mission and vision.
5. Outline your brand USPs.
There will always be tough competitors with bigger budgets and more resources to command the industry you are dealing in.
To build a brand you need a masterstroke to differentiate your brand from the rest. So it is essential for you to dig deep and figure out what you offer, that no one else is offering.
For example, you can serve them:
=> More authentic and transparent services
=> A better way to improve your productivity
=> More affordable option at low-cost expenditure.
=> By Saving their time on routine tasks
Here your purpose is to tell your target audience and give them a reason to choose your brand over another.
Why should they consider your brand? How can you serve them better than other brands in the market? Answers to these 2 questions should be known to you.
6. Create a unique brand voice.
A brand voice is exactly how you communicate with your customers, and how they respond to you. Your brand voice is totally dependent on your company’s audience, and the industry you are dealing in. Make sure to have a consistent voice across all of your channels including your website homepage to blogs, social media posts, and ads. Unique brand voice plays a vital role to create a brand identity.
It could be:
You should choose a brand voice that makes sense and resonates with your industry and target customers. During your learning of how to build a brand, it’s important for you to create a unique brand voice.
7. Make your brand personality stand out.
When you think about how to create a brand identity, brand personality probably comes to mind first.
Here your purpose is to build a brand and showcase your business in a unique way. For that, you need to be consistent in every aspect of your brand-building process.
Make sure to:
=> Maintain conversational brand voice
=> Sharing behind-the-scenes content
=> Effective storytelling about real experiences
=> Effective products/services description in a quirky manner
8. Build a brand story with effective messaging.
One of the important elements of building brand identity is your brand story. Your brand story emphasizes your organization’s messaging and helps you stand out in the market.
A brand story gives an opportunity to communicate at the human level, build an emotional connection with your potential audience.
Make sure to build a brand story with effective messaging that showcases the company’s purpose. While creating a brand story make sure to address why your product and services are important to your customer, not just what your product can do.
Here your purpose is to make them feel how your product/services can help them.
9. Create a brand visual element (logo & tagline).
When you think about how to create a brand, visuals probably come to mind first.
Your brand logo and tagline are the most essential elements of your brand identity to make your brand memorable, differentiating from everyone else, and fostering brand loyalty.
Creating a brand logo and tagline is one of the most exciting steps of brand building.
The logo is the visual symbol that represents your brand and a sensible tagline helps highlight a company’s brand to the public.
The most important aspect of a brand tagline is to ensure that it is memorable. For example
Nike – “Just Do it”
Apple – “Think Different”
L’Oreal – “Because you’re worth it”
KFC – “It’s finger-lickin’ good”
Coca-Cola – “Open Happiness”
Dunkin’ Donuts – “America runs on Dunkin’”
McDonald’s – “I’m lovin’ it”
In the same way, you need to craft a memorable tagline that helps set you apart from other companies that provide similar products.
10. Maintain Consistency in every aspect of your business.
Amazing brand visuals create a memorable experience for the consumer.
To make a brand memorable, it is necessary to follow a consistent theme to represent your brand from business cards to advertisements, to packaging and product–needs the stamp of your logo.
You need to ensure that your brand looks the same everywhere to strengthen your brand identity. For the same, you can use a brand style guide to create consistency with visuals such as color and logo use, fonts, photography, etc.
11. Stay Consistent with your brand building.
When you think about how to build a brand, don’t forget branding does not happen overnight or even in a few months. You need to put consistent efforts to build a brand with the right approach.
if it’s not consistent, it will confuse your customers, and make long-term brand building more difficult.
Building a brand is much more than creating a logo or slogan, your brand needs to exist and remain consistent wherever your customers interact with you.
All you can do is put your best foot forward to make a great first impression with your perfect website development, and manage your reputation at every turn and try to resonate with your core audience.
A strong brand identity doesn’t happen overnight so be consistent with your efforts!