Wherever your brand lives, online or offline it is vital to ensure that you build your brand well. Brand building is one of the most important methods for growing your business.
A strong brand allows you to gain instant recognition, generate leads and establish relationships with your customers. The process of building a brand can be long and requires considerable effort and planning to get right.
Your brand is more than just your logo or company name, it is all of the assets that contribute to how your brand is perceived by potential customers.
Our blog post on “What is Brand Marketing” gives further insight into what a brand is and how it can benefit your business. The purpose of this post is to explore the key considerations for brand building.
Identify your Audience
Before you consider your brand building you need to first consider your target audience and how to identify them. Your audience profiles can be identified based on…
- Demographics and psychographics.
- Competitor audience, followers and brand identity.
- Consumer pain points and problems.
Targeting a broad audience may mean lower relevance to consumers. If your target audience is small but highly relevant, you have a great foundation for building the rest of your brand’s content and assets.
Research the Competition
Competitor research is an essential step in the process of building your brand and establishing yourself as an industry leader.
While every brand has competitors, doing good competitor research helps to establish your brand in a unique, yet relevant way. Even though you operate in the same industry, there are gaps your brand may fill for consumers that the competitors are missing.
Unique Brand Building
In a pool of many similar brands, it can be difficult to make yours stand out. Drawing on your competitor research and target audience, you can begin to build a brand that both solves problems and establishes itself as something different than the competitors.
What is your focus?
It is vital to the long-term success of your brand building to pay close attention to the focus of the brand, this is especially important when you are just starting out.
You are not going to be able to solve everyone’s problem, focus on what you do best and build a brand message that clearly highlights it.
Building Brand Personality
Just because your brand is not a person, doesn’t mean it can’t have a personality. It is very important to develop a personality for your brand. It gives your brand a human touch.
Consider the emotions that your target audience is feeling when they are looking for solutions and begin to develop content and language that speaks to your understanding of their concerns.
Name your Brand
The name will have an impact on your logo, your marketing strategy, your trademark, and other digital assets. A business name needs to be unique and easily distinguishable. Keeping the name somewhat broad will help if you plan on expanding your products or services. It is key to research your brand name to ensure that it is uniquely yours and once agreed, move quickly to acquire necessary assets such as domains.
Pick a colour
The colours that you use not only define your brand but also express the feeling you wish to communicate. Ideally, the colours should make you unique and set you apart from your competitors. Studies show that up around 72% of consumers assessments of a brand are defined by colour alone.
Build your logo
If positioned well, your logo will be the primary touchpoint for consumers and your brand making it one of the most important considerations for your brand building project. The essence of a logo is simplicity, making sure you are not overcomplicating your message or confusing potential customers. It is important to consider how your brand will be communicated through every online and offline medium, build different versions of your logo that can keep consistent whatever the format.
Seek a Second opinion
If you are working closely on a brand it is likely that you will become emotionally attached to the brand which may fog your judgement and skew final decisions. Receiving feedback is a great way to build your brand’s credibility. You can conduct a survey of consumers or join a networking group that connects you with fellow business owners. Both can provide quality feedback on what’s working and what’s not, especially as you’re building your brand.
The process of brand building should be an evolving process. It is commonly agreed by marketing professionals that most successful brands that we recognise today have evolved and changed according to market shifts and consumer feedback.
There is no set formula to brand building, the steps outlined here are a great place to start. At Turquoise Creative we are passionate about brands and enjoy nothing more than working with clients to establish a new brand.