Blog

Guidelines On How To Build Your Brand

Business / Tips

Guidelines On How To Build Your Brand

“Branding” is the meaning and the identity you create for your business or your product. It is like the mental icon people have about your business. That’s why it’s important to not just run a business but to build your brand.

How do people perceive your brand? What impression do people get when they hear or read about your brand? First impressions are important. And in today’s era, no one waits to give you a second chance. Who do you think is responsible for creating that best impression? It is entirely your responsibility, as a business owner, to make sure people get the right perception of your brand.

Brand building is not just a task, it is a process. Building a brand from scratch is challenging and involves a lot of thoughtful efforts. Here are some key points you need to know on how to build your brand.

1. Consistency is Primary 

Brand building is not just about the name, logo, or slogan. With time, your business grows and diversifies, customer numbers increase manifold and your brand keeps evolving. It is important that your brand exists and remains consistent. 

Everything about your brand, right from the website theme, marketing materials, packaging, processing, shipping to customer service –  should maintain consistency. First, establish the factors that are required to be consistent and then frame the strategies to build your brand. 

2. Know Your Purpose

People don’t buy what you have. They only buy what they want. Figure out what is the primary purpose of your business. Strengthen the reasons that make your brand exist.

Define the vision and mission of your brand. That is the driving force that runs your brand.

Find what does your business serve. Always focus on what you can provide rather than what you can get. That is the way to attract attention to your brand.

3. Know Who You Are Reaching Out To

Customers are the king. The end-users are the ones who help in expanding your brand. Identify the target audience of your brand and go on to analyze them. Make a list of what they look for in a brand and what excites them the most. Learn what language they like best. Find where the customers mostly hang out and then strategize your methods to reach out to them. Doing this increases the focus and ensures your efforts are in the right direction.

4. Research On Your Competitors

Research On Your Competitors
Businessman superhero fly pass his competitor. Business competition concept

Understand the current trends of the market. Investigate the already established brands in the market and try to understand their game plan. First, get along with them, then find ways to get ahead. With time and consistency, stand out and make a mark in the game.

5. Brand Name

Brand Name

Whether the name of the brand matters or not depends on the business you do. Of course, the brand is not just the name of it, but the combined personality, actions, and reputation of your business and its quality. But you can’t disregard a brand’s name that easily.

Especially for small business owners, the brand name becomes the identity card. It is one of the first things you need to decide on before plunging into the business. The brand name you are going to choose will decide the design of your logo, your marketing campaigns, and your trademark registration. 

Things to remember while choosing your brand name:

  • Having a unique and catchy brand name is important.
  • It should match with the product or service you are delivering. 
  • It should be hard to imitate and shouldn’t be confused with other well-known brand names. 
  • The name of your brand should be the name of your business website too. Confirm the availability of domain names and URLs of your website before choosing one.

6. The Positioning Statement of Your Brand

A positioning statement is one that provides a brief description of your product. 

It comprises all of the following

  • The purpose of your product
  • To whom it is delivered
  • The value proposition –  meaning the major advantage your brand offers compared to other peers in the market

A positioning statement is framed in a way as – 

{your product} delivers {your purpose} to {your target audience} with {the value proposition}

For example,

Darjeeling Tea offers refreshment to tea lovers with its natural aroma and incredible taste.

This positioning statement helps you define the personality and position of your brand in the competitive market.

The positioning statement is important because,

  • Gives a clear image of your brand
  • Increases the credibility of the brand
  • It differentiates your brand from others
  • It helps in making marketing decisions
  • Helps in creating the tagline of the brand

7. Framing a Catchy Tagline

Framing a Catchy Tagline

Describe your business in a single line and that is the tagline of your brand. A slogan or a tagline that comes next to your brand name helps the customers to identify the purpose of your brand, especially when you choose a brand name that isn’t descriptive. 

As far as taglines are concerned it is necessary to create an impact with very few words. The tagline should be brief, catchy, and memorable. 

Once the brand name has been established you can change your taglines according to your expansions and new marketing campaigns. Most of the popular brands in the market keep changing their slogans to gain mass attention. 

8. The Appearance of the Brand

Appearance is everything when it comes to brand building. A brand is not just the name, but the logo, the colors, and the images associated with the brand. Even the font style and text size contribute to the appearance of the brand. Build your brand with a great visual design.

Of course, appearance doesn’t ensure customer loyalty but it surely does help in increasing visibility and gaining attention. People see before they consume. So ensure that the design of the brand catches the eyes of the customers and is in sync with the core identity of the brand.

The text should be legible and the color should go well with what the brand stands for. Each color is associated with an attribute. Refer to the list below and choose the color of your brand accordingly. 

  • Saffron  – optimism, clarity, and warmth
  • Orange – friendly, cheerful, and confident
  • Red – excitement, bold and youthful
  • Purple – creative, imaginative, and wise
  • Blue – trust, dependable and strength
  • Green – peaceful, growth and health
  • White – balance, neutral and calm

9. Brand Logo

Brand Logo

The logo design of the brand is the emblem of your business. The logo should be designed as a symbolic representation of the brand purpose or a sign that incorporates the acronym of the brand name. The logo of the brand can ideally be everywhere your brand exists. It should serve as an alternative for your brand name and business. Seeing the logo people should identify your brand. 

It should be designed in such a way that,

  • It suits the brand name and purpose
  • Look good alone or along with the brand name
  • Clear and identifiable in all sizes

10. Brand Voice

Branding includes building relationships. Brand voice is all about how you address your customers and communicate with them. That will decide the response of the customers too. The voice of the brand should coincide with the company’s vision, mission, and target customers. 

The brand voice behind all your messaging can be either of these,

  • Professional
  • Friendly
  • Service-oriented
  • Authoritative
  • Technical
  • Promotional
  • Conversational
  • Informative

Choose a brand voice that helps you connect with your customers and increase business. All the website content, blog articles, and social media posts should consistently resonate with the brand voice you have chosen. Thus, your brand gets recognized in the same way on multiple channels. People who consume the content get used to the brand voice and this helps in building your brand image in the manner you want.

11. Brand Personality

Brand Personality

Imagine that your brand is a human being with certain qualities and attributes. These qualities and attributes define Brand Personality. A successful brand is one that possesses the traits that its customers enjoy. The brand should be able to relate to its customers. This increases the loyalty of the consumers and adds to the brand value.  

The five types of brand personalities are excitement, sincerity, ruggedness, competence, and sophistication. Consumers tend to purchase the brand if the brand personality matches theirs.

12. Brand Story

When building a brand it is important that you let your customers know about you. Tell them in a concise manner, 

  • Who you are
  • What you provide
  • Why it is important

Make sure that the brand story messaging resonates with the brand voice you have chosen and reflects the brand personality too.

A brand story helps you connect with your customers emotionally. So make it simple, clear, and appealing. While creating a brand story emphasize more on what you can offer and why people should not ignore it.

13. Brand Visibility & Building Awareness

Brand Visibility & Building Awarenes

Brand Visibility is about how far your brand is recognized and how well the consumers remember your brand with changing scenarios. It is important that people are aware of your brand. Target the relevant, high-quality customers and get them to know about your brand. Find ways to increase your customer base.

Building awareness is necessary for business growth. Several ways to build brand awareness includes,

  • Advertising campaigns
  • Resetting marketing goals
  • Maximizing social media presence
  • Freebies for marketing
  • Brand Partnerships
  • Referral Programs

14. Integrating the Brand in All Aspects of Business

Integrating the Brand in All Aspects of Business

Brand building is a never-ending process. Build your brand in such a way that the brand identity is incorporated in all aspects of the business.

These are several things to be taken care of – 

  • Whatever the customer sees, reads, and hears – everything should reflect the brand image.  
  • The brand name should be on display everywhere in the office environment and other official and online sites.
  • In packaging, business cards, and advertisements, where the brand name doesn’t fit, the brand logo needs to be used.
  • The personal interactions with the customers should resonate with your brand voice.
  • All the website content, emails, and posters customers should reflect the brand personality.
  • All the business processes should be in sync with the brand story that is framed.

Final Words

Understand that, it is not possible to entirely control how the brand image is projected in the market. You can manage to attract customers and make sure that the first impression is not bad. But you can’t manipulate the individual preferences and personal opinions of people. 

Build your brand effectively, always provide the best to your customers and maintain consistency. This is the simple one-line to brand new success.

FAQs: How To Build Your Brand

1. How do you develop a brand?

Developing a brand starts with identifying your business, targeting the customer needs, knowing the market and competitors, and brand positioning. Once the core identity is developed then choose the brand name, tagline, and logo. Decide on the brand voice and brand personality. Develop a branding strategy and integrate the brand image in all your business aspects.

2. What is the positioning statement of the brand?

A positioning statement is one that provides a brief description of your product. This positioning statement helps you define the personality and position of your brand in the competitive market. It comprises all of the following
  • The purpose of your product
  • To whom it is delivered
  • The value proposition – meaning the clear advantage of your brand compared to other peers in the market
  • 3. What is a Brand Voice?

    Brand voice is all about how you address your customers and communicate with them. That will decide the response of the customers too. The voice of the brand should coincide with the company’s vision, mission, and target customers. The brand voice behind all your messaging can be either of these,
  • Professional
  • Friendly
  • Service-oriented
  • Authoritative
  • Technical
  • Promotional
  • Conversational
  • Informative
  • 4. Why is Brand Visibility important?

    Brand Visibility is about how far your brand is recognized and how well the consumers remember your brand with changing scenarios. It is important that people are aware of your brand. Building awareness is necessary for business growth.

    5. How to increase brand visibility?

    Target the relevant, high-quality customers and get them to know about your brand. Find ways to increase your customer base. Several ways to increase brand visibility includes,
  • Advertising campaigns
  • Resetting marketing goals
  • Maximizing social media presence
  • Freebies for marketing
  • Brand Partnerships
  • Referral Programs
  • Leave your thought here

    Your email address will not be published. Required fields are marked *