Building a brand…
Make no mistake about it: a recognizable and loved brand is one of the most valuable assets a company owns.
As a small business, you may be competing against big brands with devoted customers and unlimited marketing budgets. That’s why you have to find ways to stand out—with a solid brand building process of your own.
Let us begin with a quick definition before diving into the nitty-gritty of brand building.
What is a brand?
Simply put, your brand is defined by a customer’s overall perception of your business.
The founder of Amazon, Jeff Bezos, says it even better: “Your brand is what other people say about you when you’re not in the room.”
Your brand is your reputation!
In today’s market, a successful brand has to be consistent in communication and experience, across many applications:
- Environment (storefront or office)
- Print collateral, signage, packaging
- Website & online advertising
- Content publishing
- Sales & customer service
- Internal (with employees)
Now, brand building being simple? The truth is: branding doesn’t happen overnight…or even in a few months.
Building a brand is definitely a process and requires a strategy. However, the ongoing effort will result in establishing long-term relationships with your customers.
This can lead to a steady increase in leads and sales, word-of-mouth referrals, and advocacy for your products or services.
What is brand building?
The definition of brand building is to generate awareness about your business using strategies and campaigns with the goal of creating a unique and lasting image in the marketplace.
Positive image + standing out = brand success.
Branding can be broken down into three high-level phases:
- Brand Strategy
- Brand Identity
- Brand Marketing
Brand Strategy will map out how you are different, trustworthy, memorable, and likable by your ideal customer. It will convey your purpose, promises, and how you solve problems for people.
This is THE first step you need to take when creating a brand from the ground up (whether you are just starting or already established).
You wouldn’t build a home without a blueprint or plans, right?
It’s the same with your brand.
You can think of brand strategy as the blueprint for how you want the world to see your business.
An effective and comprehensive brand strategy should include the following components as part of the process:
- Brand discovery
- Competitor research
- Target audience
- Brand voice
- Brand message & story
Brand strategy is a critical and foundational piece for building a successful brand. It’s one of the areas that most businesses overlook because they jump right into the design and marketing.
Brand Identity is the way that you convey this to the public with visuals, messaging, and experience. Your brand strategy will influence how you present your identity and align it with your purpose for the most impact.
Your elements of brand identity should be applied across all channels consistently. It’s the way that your business becomes recognizable.
This includes your:
- Logo
- Colors and fonts
- Patterns and icons
- Collateral
- Website design
- Content and messaging
- Advertising
- Print or packaging
Brand Marketing is the way that businesses or organisations highlight and bring awareness to products or services by connecting values and voice to the right audience through strategic communication.
In 2022, the amplification of your brand image can be done effectively through various digital marketing activities:
- User Experience (i.e. your website)
- SEO & Content Marketing
- Social Media Marketing
- Email Marketing
- Paid Advertising (PPC)
Together, these channels are fundamental to gaining brand awareness and growth. We’ll dive into each of these elements in detail, later!