Branding takes time, especially if you want to be perceived well by your consumers. A brand is easily identifiable by its consumers, either by a logo, slogan, or missions’ statement. Usually, it’s all three. Branding can lead to sales, projects, referrals, and backing for your products because you have an identity. It will allow you to build long-term relationships with your customers. Look at Apple, they keep putting out new phones even though they are somewhat the same, but people keep rushing to buy the new model anyway.
How to Build a Brand
1. Determine your brand’s target audience.
The first step to building your brand is always the easiest. You want the right people to click on your ads, content, subscribing to the email list, etc. For that reason, who do you want to sell your products to? Always keep in mind who you are trying to reach. Some examples can be:
- College students
You can also create your brand demographic based on specific details about a person. You can market to consumers based on:
2. Establish a brand mission statement.
What is your brand’s mission? What if your brand passionate about? What does value does your business provide. This is going to be your why. This is the reason you will get up every day. Your mission statement is your brand’s purpose for existing. It helps different aspects of the brand-building strategies. Your logo, tagline, voice, message, and personality should reflect that mission.
Nike – “To bring inspiration and innovation to every athlete in the world”.
Apple – “Apple designs Macs, the best personal computers in the world, along with OS X, iLife, iWork, and professional software. Apple leads the digital music revolution with its iPods and iTunes online store. Apple has reinvented the mobile phone with its revolutionary iPhone and App Store and is defining the future of mobile media and computing devices with iPad.”
3. Research brands within your industry niche.
Either research your main competitors or benchmark brands, but do not imitate exactly what big brands are doing. You should be aware of what they are doing. What are they excelling at and what are they failing at? Study how they built up their own brand. Then you want to convince consumers to purchase your products over theirs. The goal is to make yourself different from your competition. How are you going to make your brand stand out? An effective brand is easy for consumers to remember and recognize.
4. Outline the key qualities & benefits your brand offers.
Your brand should be memorable. So, what are you going to offer that no one else is? What makes your company branding unique? Focus on the quality and benefits of your products. Think about how these products and your brand has improved consumers lives.
Here are a few examples:
- Authentic and transparent customer service
- Support productivity
- Reduce costs with more affordable options
- Save time on daily tasks
5. Create a brand logo & tagline.
Think of a logo that you wouldn’t mind seeing on EVERYTHING related to your business. Websites, paperwork, products. That logo will be your identity from now on. If you hate the design, change it and announce it to the public, but don’t do this very often. It can confuse your consumers. Don’t be afraid to invest your time and money into the logo because it will reinforce the visual identity of your business. Hire a professional digital artist or brand agency that has experience in creating logos and identify designs.
A strong brand style guide includes:
- Color palette
- Logo size and placement
- Photography/image style
- Typography and fonts
- Web elements
6. Form your brand voice.
This step is dependent on your company’s mission, audience, and industry. It’s how you communicate with your customers and how they respond back.
Your brand’s voice should be:
Maintaining your brand’s voice with the help of its image so it can become recognizable on multiple channels. You want your brand’s voice to resonate with your target consumers. This is especially important when publishing blog articles and social media posts.
7. Build a brand message and elevator pitch.
A brand message helps you communicate with your consumers on a human level. Tell consumers briefly who you are by using the voice you have chosen for your brand. Conveyed in 1 to 2 sentences, your message should be associated with your brand. Who are you? What do you offer? Why should we care? Make sure it strikes an emotional chord, while it’s simple and clear. Make sure your message addresses why your product is important to the customer, not what it can do.
8. Let your brand personality shine.
Express yourself because your consumers aren’t looking for someone who offers the same thing as everyone else. They are looking for products and experiences that are tailors to their specific needs. Be consistent. Use conversational voice (“I” and “You”). Share exclusive content. Share your experiences. Describe your products/services in an idiosyncratic manner.
9. Integrate your brand into every aspect of your business.
Your customers must be able to see, read, and hear what your brand reflects. Your customers must be able to see your brand’s image on display in the environment and personal interactions. If it’s tangible, put your logo on it. If it’s on digital platforms, make sure it looks the same as everywhere else. Use the brand style, color, fonts photography, and logo. Your website will be the most important tool for marketing your brands. Your website tells your consumers who you are and what you offer. Your website should look clean and be efficient. Everything should be in place before you launch it, from the domain name to web hosting, to content management. WordPress is a great option for this. Incorporate your voice, personality, and message into the site.
Social media should be branded visually, with your chosen voice. Don’t hesitate to use video. This includes Facebook Live, Snapchat, Instagram Stories, and YouTube. Some people are visual learners, and we don’t like leaving people out.
And don’t forget about videos! YouTube, Facebook Video and Facebook Live, Snapchat. Also, podcasts shouldn’t be left out either.
10. Be your brand’s biggest advocate.
You are your brand’s biggest advocate. No one knows your brand better that you and your employees, so use it to spread awareness. Hire employees that fit your brand. Make sure that they align with your mission, vision, and values. Encourage your loyal customers to advocate for your brands through reviews or shared content.
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