If you want your brand to be successful in the future, then you need to build a brand identity that is accurate enough to convey your essence and be flexible enough to grow with you. But it gets affected overnight. This requires a team with deep thinking, strong communication and design skills, and an intimate understanding of your brand. But it can be done well, with excellent results – as long as you have the right guidance. Luckily, you have to go it alone.
What is brand building?
The definition of brand building is to generate awareness of your business using marketing strategies and campaigns with the goal of creating a unique and lasting image in the market.
In 2019, your brand image can be effectively promoted through various digital marketing activities:
- User experience (ie your website)
- SEO and Content Marketing
- social media Marketing
- email marketing
- Paid Advertising (PPC)
Together, these channels are fundamental to gain brand awareness and growth. We dive into each of these elements in detail, later!
I simplified the path to a brand building process below, to help your business or personal brand follow more sincerely.
Are you wondering where to start?
Use these steps as a guide to build a brand!
Define your brand purpose
The purpose of your brand is simply its purpose. Knowing why your brand exists, what is its purpose in the world and what is it for, and defines it from the beginning.
When you want to define your brand, you need to ask yourself a few questions to identify:
- What is the problem with my brand?
- Who is my ideal customer?
- Who is my competition?
- What does my brand make my customers feel?
- Why do my customers trust me?
- What is the story behind building my brand?
- If my brand was a person, what would be their personality?
Once you answer these questions, you can start choosing things like logo color and font, your motto or tagline, and other marketing elements to communicate the overall story of your brand.
Improve looking at an example and putting it to work.
Saying that you have decided that your brand’s ideal customers are young women ready for marriage. Your competition consists of high-profile bride companies that look very beautiful, but you are presenting yourself as more young.
You are trustworthy because you are the cane of the reality of expensive weddings. Instead, you help brides on their special day without knowing
loan. You have your own story of why you created this brand, and if your brand is a person, she will be a young, frugal bride who wants a beautiful day, but has a practical head on her shoulders.
Keeping in mind that you are targeting young brides, you can stay away from elegant and mature logo colors. Go with fresh, fashionable bridal colors that are feminine and beautiful. This is how you translate your brand story into your marketing.
What is the brand strategy?
Brand strategy can be difficult to define but includes:
- What does your brand stand for?
- What your brand promises customers.
- Through which personality does your brand conduct its marketing.
As you can see, many of these things are intangible. How do you measure how successful you are in expressing a certain personality? How will you successfully measure if you represent your brand or if you can do it better?
One main metric for a successful brand strategy is brand sentiment. And just because it is difficult to measure, does not mean that you should dismiss it. This may not be easy in quantitative form, but it is very easy for an analytical CEO to dismiss the qualitative work involved in branding. Airbnb CEO Brian Chesky made it so clear:
The design of experience is a different part of your brain than the scaling of your experience. This is a different skill set. Scaling experience is a highly analytical, operations-oriented and technology-oriented problem. Design of experience is a more intuition-based human, empirical, end-to-end experience.
This seems almost trivial, but in a large company, these two different skill sets will be handled by two completely different teams that probably don’t do often, let alone agree on everything. In this way you waste time, money and energy. In a small startup, you may be missing a “creative” angle altogether.
Does it resonate? Some branding it as drunken, touchy-feely emotional baggage. But this is a superficial way to describe it. Branding is important for the survival of your brand! It also feeds the culture of your entire team. Let’s dive into this skill set.
Here are some effective Strategies way to build a successful brand
Develop your name, logo and tagline.
For many firms, a name change is not required. But if you are a new firm, undergoing a merger or are burdened with a name that no longer fits your situation, a name change may be in order. Even if you do not change your firm name, a new logo and tagline may make sense to better support your brand positioning.
Remember, your name, logo and tagline are not your brand. They are ways of communicating or symbolizing your brand. To make it real you must live it.
And don’t make the mistake of showing the new logo internally to get consensus. Name, logo and tagline are not for you. They are for your marketplace and should be judged by how well they communicate, not a partner like them.
Establishing a brand mission statement.
Have you thought about your brand mission? In short, you need to give a clear expression of what your company is most passionate about.
Why it’s yours; The reason you get up every day.
Before you can build a brand that your target audience trusts, you need to know what value your business provides.
The mission statement basically defines an objective for the existing one. This will inform every other aspect of your brand building strategies.
Everything from your logo to your tagline, voice, message and personality reflects that mission.
When people ask you what you do: Answer them with your brand mission statement.
Brand Building Examples: Nike
We all know the Nike tagline: Just Do It. But do you know his mission statement?
Nike’s mission is: “Bringing inspiration and innovation to every athlete in the world”.
You can see Nike missions everywhere. They focus on all types of athletes using Nike products to be their best selves.
Nike goes even further with its brand mission, adding a footnote to the statement: “If you have a body, you’re an athlete”. Think about how broad their target audience becomes with a disclaimer like this!
The company has built such a reputation and brand, capable of raising the target to accommodate every “body”.
When branding your business, start small and remember to focus on your target niche audience first.
Over time, your brand loyalty may be sufficient to expand your reach.
Allow one step to retreat for one minute. Before preparing your brand mission statement, check if you are committed to step 1 to determine who your true consumer really is. This is one of the most important branding process steps of them all.
Take advantage of the key qualities your brand offers.
There will always be brands with larger budgets and more resources to command their industry.
Your products, services and benefits are only for you.
Starting a brand that is memorable means that you dig deep to find out what you offer and no one else is offering.
Pay attention to the qualities and benefits that make your company’s branding unique.
Assuming who your target audience really is (see step 1), give them a reason to choose your brand over another.
It is important to note that this is not just a laundry list of features that offer your product or services to the customer. Think about how you provide value that improves the lives of consumers (results or outcomes that are experienced).
Here are a few examples:
- More authentic and transparent customer service
- A better way to support productivity
- Reduce costs with more affordable options
- Save time on daily tasks
Brand Building Example: Apple
Apple is apparently not just another computer company. One of their key qualities is the clean design, and an important advantage is ease of use.
From unique packaging to the events of their announcement, Apple always reminds customers that its products can be used properly.
Do you remember Apple’s slogan in 1997-2002? It was “Think Different”. This notion continues even today.
Develop your website
Your website is your most important brand development tool. This is where all your audience turns to learn what you do, how you do it and who your customers are. Prospective customers are unlikely to choose their firm solely based on their website. But if your site sends the wrong message, they can tell you well.
In addition, your website will be home to your valuable content. That content will become the focus of your search engine optimization (SEO) efforts, so that your prospects, potential employees, and referral sources will find you and learn about your firm. Online content is central to any modern brand development strategy.
These days, professional services websites come in two varieties. The first is a branding site. Such a site tells your story and tells who you are, who you serve and what you do. In short, it expresses your brand message. Others diversify and also generate and nurture potential new customers. We call these high-performance websites.
Voice of your brand.
Your voice depends on your company mission, audience and industry.
This is how you communicate with your customers, and how they respond to you.
A brand voice can be:
- service oriented
There are endless adjectives and possibilities that can build a brand voice behind your message.
Finally, you want to choose a brand voice that makes sense and resonates with your target customers. (Again, going back to step 1!)
You will see that if you find and use the right brand voice, you have the strongest chance to connect with consumers.
This is especially important when publishing a blog article or social media post. Maintaining a consistent voice will allow your brand image to be recognized across multiple channels in the same way. A community of followers, readers or customers will expect a certain brand voice and brand personality when they consume your content
Build a brand message and lift pitch.
When building a brand, tell customers who you are.
Use the professional voice chosen for your brand.
Your message should be intimately associated with your brand and conveyed in 1-2 sentences.
This part of the brand development process goes beyond your logo and tagline:
- who you are
- What you offer
- Why people should care.
A brand message is an opportunity to communicate on a human level, creating a direct emotional connection with your consumers.
What this means, is that the language you use should be immediately understood when hitting the emotional cord.
Make it simple and clear.
Most important thing: When creating a brand message, don’t know what your product can do … but why it matters to your customer.
Brand Building Example: TOMS Shoes
TOMS Shoes has built a huge social following and a highly positive brand perception.
They clearly define the front and center of their message on their website: “Improving Life. With every product you buy, TOMS will help someone in need. one for one.”
Understand the consumer
The next thing to understand about your ideal customer is where they are in the consumer journey. Consumer Journey is a map that shows how a consumer is engaging with your brand at any given time. It can be “not at all connected” to “loyal brand advocate and repeat customer”.
By the way, there are points like “interested in your product” or “interacting with you on social media” or “first-time buyer”, understanding the consumer journey as it relates to your business gives you a roadmap to move consumers Will help in getting along. With the ultimate goal.
For example, if you find that many of your consumers are abandoning the travel map after their first purchase and never returning to their store, you may need to consider creating a loyalty rewards program.
Create Your Brand Style Guide
The only thing more heartbreaking than a poorly designed brand identity is a beautifully designed identity that is never misused or used. A brand style guide is the savior here – if it is crafted correctly.
Follow clear, easy-to-follow guidelines for each part of the brand identity, including examples and use-cases. Also include practical details, reflecting as much information as necessary to help your designer successfully replicate brand recognition. For more direction, follow our guide to create a brand style guide that people will actually use.
Once completed, ensure that the team is stored in an easy-to-access location, and updated regularly.
Example: Avalier Health Style Guide.
Keep your brand identity strong
Designing a successful brand identity takes a lot of work and collaboration. To keep your team on the same page and empower them to do their best work, make sure they are
- Educated: Find out which brand identity mistakes should be avoided at every level.
- Inspired: Look at these 15 examples of brands with an awesome visual identity.
- Equip: Bookmark these 75 tips, tools and resources to help your team build a great brand identity.
And if you’re feeling heavy yourself or don’t have the resources to take yourself on the project, we like chatting about how to help you through the struggle.
Determine the target audience of your brand.
The foundation for building your brand is to determine the target audience you are focusing on.
Can’t everything be right for you?
When doing brand building, keep in mind who you are trying to reach. You will tailor your mission and message to meet their exact needs
The key is to get specific. Find out the detailed behavior and lifestyle of your consumers.
I will explain with some brief examples: Single mothers who work from home
- Tech-savvy early adopters
- College students studying abroad
- Executive recruitment professionals
Solidify your consumers’ picture, then learn to build a brand identity that they can understand and relate to.
Brand building really depends on understanding buyer personality.
There are a few things in the document when describing your ideal customer:
- level of education
To get even more definition for your personality, dive into these details:
- pain points
- influential person
- brand prosperity
You may find that a competitive advantage when branding your business is to focus your audience. This can help ensure that your brand message is crystal clear to the intended recipient.
Identifying the target audience for your services or products is an exercise that will affect and benefit all areas of your brand building process, especially marketing efforts. You want the right person to consume your content, click on your ads, join your email list, etc.
As a result, determining the ideal audience for your business will support your overall digital brand building strategies. This is definitely an important first
Take a look at the tips on branding that can make your business look more professional and become acceptable for the customers.
FAQ before launch or execution
These are the seven questions each marketer must ask themselves about their brand before execution:
Is our brand different? You must understand what makes you unique so that you can shed light on why customers should choose you over the competition.
Is our brand a lifestyle? You need to understand how your brand fits into the lives of your customers. Understanding how your brand is a “lifestyle” will help you get customers into specific parts of their consumer journey.
Why does our brand exist? You need to be able to solve the same purpose or problem about your brand, so that you can focus on your marketing.
Who are we talking to? You need to know who your message is for, to know how to connect them emotionally.
How do we talk to them? The next thing you need to know is how your brand communicates. It includes everything in which you use social media for the accents of your marketing messages. This is an outward expression of your brand’s purpose, and it will give customers their first impression of who you are.
Where is our time and money best invested? You need to know which marketing channels are best for you based on where your audience is and how they like to engage with you.
What is our brand story? Finally, remember that story is everything in marketing. You should be able to tell a story from beginning to end that shows how your brand changes for the consumer.