Hey, wondering what a brand is? Do not worry, a lot of businesses and individuals tend to get confused as to what ultimately constitutes a brand. Well, a huge congratulations as you are in the right place! We are not only going to tell you what a brand is, but we will go a step further and share tips on how to create an amazing brand. Yay us!
Now, if you go to google and type in the search terms as to what makes a brand, you will get a whole bunch of different answers:
“It is the idea or image of a specific product or service that consumers connect with, by identifying the name, logo, slogan, or design of the company who owns the idea or image.”
“The name, term, design, symbol, or any other feature that identifies one seller’s product distinct from those of other sellers.”
“A type of product manufactured by a particular company under a particular name.”
“It is the emotional and psychological relationship you have with your customer”.
So here is our take on it: a brand is everything mentioned above and a lot more. It is the collection of experiences that your customer has with your brand when he interacts with it or the emotional connection with your actual brand.
So, how can you build a kickass, successful brand? Here is how you do it:
How to Develop an Awesome Brand
Define your target market
Okay, this is the first step. You have to decide who are you truly selling to. Who is your product going to benefit and how? Think of your ideal customer, what his average day would look like and how he is different in psychological and behavioural factors.
For instance: widowed fathers who work from home, university students living away from home, an HR executive working with fresh graduates etc. I could go on, really! There are endless ways to choose whom your target market is and whom it should include.
Write your mission statement
Have you had a chance to think about what you want your mission statement to be? Think of what you are truly passionate about and put it down in your own words. Before you go about creating a brand that your selected customer group trusts, you need to understand what kind of value your brand offers. Your mission statement will state your reason for being. And it will also influence every other aspect of your brand building efforts. All your marketing materials ranging from your logo, your slogan, packaging and advertisements should demonstrate your mission statement.
Look up brands in your industry and see what they’re doing
Okay, so to make sure that you are not labelled as a copy cat, unintentionally or intentionally, check what the bigger brands in your industry are doing. Look at this as market or competitive research and try to learn from them. Your objective here is to figure out how to set yourself apart. Do not miss this step!
Outline your brand advantages
There will always be a bigger fish than you in that vast sea of brands. You have to really dig deep and see how your brand can provide advantages to your customer. What are its features and traits that make it awesome?
Develop a brand logo and slogan
Visuals are super important when it comes in relationship to your brand building strategies. You may have to get some external help to create a logo. Hey, if you are a whiz at Adobe Photoshop, then good for you! You can experiment and play around with your choice of colours and logo design. Your logo is going to be your ultimate business and calling card. Go and recruit the services of an advertising agency if need be to design your logo. Feel free to develop some branding guidelines to make sure that everyone who uses your logo knows the right colour patterns and logo designs.
The following will be included as your logo palette checklist:
- Logo size and placement
- Color palette
- Typography and fonts
- Photography/image style
- Web elements
Define your brand voice
So, now that you have a clear idea of your business’s mission, audience and industry. It is how you can speak to both your current and prospective customers.
What can your brand voice be like? Here you go:
Remember to choose the brand voice that will resonate with your customer.
Create a brand and promotional message
When you are in the process of making your brand, be clear with your customers and tell them who you truly are.
Utilise your efforts and choose the brand voice you have.
Your promotional and marketing communication should be in the same brand voice that you have selected. It is how you will attract your customers and change leads into conversions. Remember, the language you write or choose to speak in will make a huge impact on sales. Keep it succinct, simple and clear. When crafting your message, do not just focus on its benefits and perks, but think about why it should become a vital part of your customer’s life. Maybe some of the sales you make you will donate a percentage of it to a certain charity.
Create a brand personality
Think of what kind of brand persona your product will embody. Your target market will be seeking an experience that will be customised for them and that they will be able relate too. Define your brand personality and let it shine, shine, and shine!
Integrate your brand everywhere
Make sure your office branding, your company’s employees attire, product packaging and everything reflects your brand everywhere. Put your brand logo everywhere possible! Be true to its values on all communication channels: ranging from print, advertisement, digital, and social. Snapchat away, post on Instagram and Facebook. Let’s not forget Twitter!
Stay true to your brand
Consistency is the secret to building a successful brand. We cannot stress this enough! Maintain your brand promise, your brand quality and manage your brand perceptions without any problems. We have no doubt that you will emerge as a brand winner!