What is a Brand ?
A brand is the way a company, organization, or individual is perceived by those who experience it. More than simply a name, term, design, or symbol, a brand is the recognizable feeling a product or business evokes.
Branding can be broken down into three phases:
- Brand Strategy
- Brand Identity
- Brand Marketing
It 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. 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.
It 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:
- colors and fonts,
- website design,
- print or packaging,
- and more.
It is the way that businesses or organizations highlight and bring awareness to products or services by connecting values and voice to the right audience through strategic communication.
In 2020, 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.
How to Build a Brand People Love
1. Discover the purpose behind your brand.
2. Research competitor brands within your industry.
3. Determine your brand’s target audience.
4. Establish a brand mission statement.
5. Outline the key qualities & benefits your brand offers.
6. Form your unique brand voice.
7. Let your brand personality shine.
8. Build a brand story and messaging.
9. Create a brand logo & tagline.
10. Integrate your brand into every aspect of your business.
11. Stay true to your brand building