4 Steps to Building a Strong Brand Business

Your brand identity is more than just your brand name and your logo. It’s more than style guides, marketing materials, or color palettes. Your brand identity is the culmination of how your brand looks, feels, and speaks to customers. It influences the entire customer experience and ultimately affects how others view your credibility as a business.

Building your brand's identity does not happen overnight. It requires a lot of time, research, analysis, consistency and of course patience. So where should you start?

1. Manifest all the gathered information

In order for a branding effort to be successful, a company must first identify its core philosophies too, such as its mission statement, vision and values. This is the time you establish the skeletal system of your identity. It's also important to determine your brand's value proposition to the consumer. This is the foundation of building a brand that truly represents your organization. Once you are done with all the research, translate everything you have learned into visuals by creating your brand assets. What are these assets? These are your logo, color palettes for your brand, marketing campaign materials. You should be clear, concise and committed when making your assets as this will be the face of your brand.

2. Do a lot of research

You must understand your customers before you establish the kind of branding you want to resonate. Take time to fully understand and learn your audiences. Once you have a deep understanding of your customers, move on to competitive research. Look at how other companies in your industry position themselves in terms of visual elements, personalities, and themes. And finally, the real answer is not just found within the company: it is found outside.

3. Modify based on competition

The brands that usually stand out in the marketplace are those that respond to an unmet need, one that they capture and articulate to the audience in a bold way and that resonates with passion and authenticity. Many brand managers are fearful of stepping out into the unknown and doing something different for fear of failing, and that is totally understandable. Nobody wants their business to fail, so they end up doing what everyone else is doing. Being similar to the competition can mean death for your business, but it can also be a great way for you to gauge what works and what doesn’t. When building your brand identity, consider what marketing tactics and strategies your competition has done. Look at what they’re doing that sells to your target audience, and keep in mind those that your audience do not respond to. This will help you address what your customers need and want.

4. Repeat and refine

There will be a lot of changes as time goes by. Build your brand in a way that is able to adapt to change over time until you develop the correct mix of your customer’s input. Analyze and refine it based on their feedback and keep on testing new strategies and tactics to see what works best.

Final Takeaways

Building a brand identity allows you to create a direct reflection of the vision you have for your business. The one thing that you can bring to the table that no one else is your own, unique perspective. It’s crucial to design your identity in a way that clearly speaks to your customers and positively influences their experience.

As you dive into the design process and as your business grows, remind yourself that perfection is not the end goal. Your brand identity will scale with it. Keep your customer in mind and stay relatable to your target audience.

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