Building a brand is what makes your company different from others. If you see it from a different perspective, every individual is a brand. From having a different face, name, communication style, to a different identity, every single one is a different person, and that is what creates their different identity.
Likewise, businesses sell different products, or provide different services, have different logos, voice, and reputation. The combination of all of these elements creates an identity that shows who they are and how people perceive them. These components differentiate one business from another.
There is no denying that every brand has a unique identity that distinguishes it from other brands. A loved and recognizable brand is undeniably the most valuable asset a company can own. A recent survey conducted by Nielson found that approximately 59 percent of consumers prefer purchasing new products from known brands or brands they are familiar with.
However, to build a reliable brand image, you need to be consistent in terms of quality and reliable services. Maintaining consistency means you need to understand the needs of your consumers and provide the best services to remain their first choice.
If you’re a small business, you must compete against various big brands, unlimited marketing budgets, and demanding customers. This is where the role of solid brand building comes into play. The process can help you create a different brand identity and help you establish a powerful brand image.
So what is brand building, and how does it work? What steps can you take to shape the brand identity of your business? Or what strategies make a brand successful?
Before we find answers to all these questions, let’s understand what brand or brand building means?
What is a Brand?
Precisely, a brand is a perception a customer has of a business. A successful brand is always trying to be consistent in providing a great experience to its customers through many means such as:
- Packaging, print or signage
- Environment (office or storefront)
- Content marketing
- Customer service
- Online advertising
What is Brand Building?
The process of building a brand identity is called brand building. Not only does it generate brand awareness among customers, but also promotes the services of a business with the help of advertising campaigns.
Brand building strategies play an important role in bringing customers closer and providing value for them. These help customers understand and experience the brand. Digital marketers design and promote the brand to help businesses generate more leads.
With the help of various social media marketing strategies, digital marketers connect with customers and promote the brand successfully.
Why is Brand Building Important?
According to recent studies, 77 percent of successful marketers believe that branding is an integral part of your business growth process. Jeff Bezos- CEO Amazon righty said that your brand is all about what people say about you in your absence.
That means branding is of paramount importance when it comes to creating a visual identity of your business. It doesn’t only give your business a name but a unique voice that increases consumer awareness about the services you provide.
Not only this, successful branding helps you outperform your competitors while creating strong customer loyalty. It is important to establish a strong connection with your consumers and represent a unique spirit of your business.
Brand Building Strategies
Brand building is not an overnight process. It requires well- planned strategies and their careful execution. Each step in the brand building process is crucial and helps businesses shape their brand identity.
Take a look at these brand building strategies to help you transform your business into a brand.
Determine Your Brand’s Position in the Market
One of the most important steps is to understand the position of your brand in the market when you build a brand.
In other words, to design any branding strategy, it is important that you understand your target audience and the current market. The current market does not only include your potential customers but also competitors.
You can do it in several ways;
- Google your service category and evaluate the competitors that provide similar services
- Survey your product market, talk to people to find out what products people consider most reliable in your space
- Check subreddits and read their product reviews and recommendations
- Check the relevant social media pages your target audiences like to follow and make analysis
- Go through the process of online shopping to get insight on how customers browse and purchase products.
This research has other important aspects that you need to have your eyes on, like;
- The customers that you can sell to easily
- Established the brand in your domain
- Customer interest and their future needs
Having this information before you move forward is essential to help you focus on the right aspects of branding. Plus, they will help you position your product in the market.
Define Your Brand Personality
Brand personality is, without a doubt, an important phenomenon that requires your attention. Remember that your brand will take some time to make its space in a user’s life. You need to build its personality, and for that, you need to focus on all aspects of the brand.
Here is a quick branding exercise that you can carry out to determine the focus and tone of the brand.
Come up with your Brand’s Positioning Statement
Although the positioning statement comprises one or two lines, it summarizes everything that your brand offers. It doesn’t have to be something that you put on a business card or website. It simplifies your brand and helps people understand what it offers.
For example, your positioning statement can be:
We offer hiker shoes for adventure enthusiasts to help them make their hiking journey fun and less tiring. Unlike other brands, we give 10% off if you buy two pair of shoes.
Your position statement is one thing that sets you apart from other brands in the market. This receives inspiration from your mission statement and helps the brand focus on its core purpose. Make sure your brand message is based on a position statement.
What words can be associated with your brand?
This is a fun exercise that can help you determine the personality and voice of your brand. It is both visual and creative and describes the type of brand that can resonate with the audience.
All you need to do is think about your brand as a person and associate the words that describe it the best. You may consider the following:
What metaphors suit your brand?
Like the given activity, associating your brand with a metaphor and personifying it helps you identify the unique and individual qualities it has.
It can be anything, including an animal, vehicle, and celebrity that have a unique vibe or prominent reputation.
Choose a Catchy Business Name for your Brand
Though choosing a brand’s name seems a simple task, it involves tons of research. A brand is much more than just a name. That means your brand name is not just a name, but it reflects your company’s personality, reputation, and actions. It is the brand name that gives your business an identity in the market, so it has to be meaningful.
Moreover, your brand name has an impact on trademark registration, marketing, logo, and domain. Ideally, you should choose a brand name that imitates a brand’s characteristics and can’t be confused with similar products on the market.
Try to keep your brand name broad, so when you expand your product line, it can accommodate other product categories. Using business name generators can be helpful in brainstorming innovative names.
Pick Brand’s Color and Fonts
Once you decide the name of your brand, you need to focus on its visual representation. That means the typography and colors are the next important things that help with brand building.
Pick the Right Colors
Colors do not just make your brand look vibrant but also convey the emotions and feelings associated with it. They help the brand communicate the message and become a consistent identity in the minds of consumers.
You must choose colors that distinguish you from other brands or competitors in the market. They should not be confusing for your consumers.
Colors evoke emotions if combined with the right infographic. When choosing the colors for the logo, consider how legible does the text look on the color palette. And which background goes well with colored text.
Take help from tools, like Colors. It will help you brainstorm color choices that work for your brand. Going through multiple shades can find you the appropriate ones.
Like colors, choosing the right fonts can help you convey your brand message across. Always pick bold and clear fonts to avoid confusion for users. A good font supports the overall visual style of the brand logo.
Write a Brand Slogan
A brief, catchy, and crisp slogan serves as an asset when it comes to building brand image. After brand name, a brand slogan helps create the identity of your brand. Whether you put it on an official bio, business card, or make it your website’s headline, this combination of a few words can make a huge impact.
There is no need to confine your brand to just one slogan. With new marketing angles, you can change the brand slogan. Pepsi, for example, has changed more than 30 slogans in the last two decades. No matter how many slogans you change, if they are catchy and creative, they will make a strong impression on your customers.
Try these approaches when writing a brand slogan:
- Stake your brand’s claim
- Use a metaphor
- Leverage labels
- Reflect on customers’ attitude
- Add a short rhyme
Design a Brand Logo
Your logo is another important part of the branding process and probably the first thing that comes to mind when someone thinks of a brand. No doubt it is the face of your business and can be potentially everywhere you want your brand to be seen.
Ideally, your brand logo must be identifiable, unique, and scalable to all places and sizes you want it to represent you. Before designing a brand logo, consider the places where it needs to exist, including your website’s page, Instagram, Facebook, and even in the favicons in the browser tab.
Choosing a square version of the logo will resolve the size issue as its icon is recognizable at small sizes also. Like the Walmart logo, you can choose two icons in one logo to be used separately in different places.
Keep in mind that a brand logo must make some sense and relate to your business. Plus, the color, font, and logo should work together to communicate the brand message.
Here are some examples you can take inspiration from:
- Abstract logo– there is no text but entails an explicit meaning with its colors and shapes. Google Chrome is a good example of an abstract logo.
- Mascot logo- it has a character face and makes a good choice if you want to humanize the brand.
- Emblem logo- this circular logo combines a regal look and text. It usually uses a complicated design and loses its impact if the design is shrunk. Starbucks logo is a good example.
- Icon logo- it is a visual metaphor and conveys a symbolic meaning. The Twitter logo symbolizes short tweets.
- Combination logo- it is a combination of words, a mark, and an icon. It puts your brand name in the center while using icons. McDonald’s uses a combination logo.
Overall, brand building is not only about creating a slogan or logos. It aims to make your brand consistent for customers, regardless of what marketing strategy you use. You need to continue to tweak and shape your brand with time and also when you expose your brand to more customers.
Moreover, you need to manage your brand reputation for leaving a positive impression on the minds of your consumers. The given strategies will help you turn your business into a brand.