BUILDING A BRAND FROM THE GET-GO!

Building a brand from the ground up is an exciting journey that requires creativity, strategic planning, and a deep understanding of your target market. Here's how you can embark on this transformative process to create a brand that resonates and endures.  

1. Research Your Target Audience

Understanding your target market is foundational to building a brand that appeals directly to the people you want to serve. Start by exploring your product or service category to identify both direct and indirect competitors. This will give you insight into the competitive landscape and help you identify gaps and opportunities.

Engaging with your potential customers directly can provide invaluable insights. Ask them about their preferences, the brands they are loyal to, and what they value in those brands. Social media and their online presence are a goldmine of information, revealing trends, preferences, and pain points. (If you are looking at on opportunity where no competition are visible, read the Blue Oceans blog here).

2. Choose your business name

Your business name is often the first touchpoint people have with your brand, so it is crucial to make it memorable and meaningful. You could invent a new word that becomes synonymous with your brand, like "Pepsi," or repurpose a common word in an unrelated context, much like "Apple" in the tech industry. The simple task of choosing a name for your business can suddenly feel quite overwhelming. But taking some extra time now on the right name can help you out in the long run! Other strategies include using suggestive metaphors, descriptive names, altered spellings, acronyms, portmanteaus, or even your own name to create a distinctive brand identity. If you are thinking of trade marking your name and logo mark we find TM View invaluable.

3. Position your brand

To position a company, consider using the Brand Pyramid alongside Simon Sinek's "Start with Why" framework. Begin by establishing the "Why" at the foundation, defining the company's core purpose and beliefs. Build on this foundation by outlining functional benefits (what the company offers) and emotional benefits (how the offerings make customers feel). As you build each layer, the brand essence will emerge, encapsulating the company's identity and promise. This approach ensures every aspect of the brand is connected to its core purpose, creating a cohesive and strong brand position. Document this in a one-sheet for messaging consistency and a messaging matrix to guide copy development.

4. Determine your brand’s voice and personality

Whether you are corporate and use minimal exclamation marks in your copy or you are fun and PLAYFUL! These are all unique ways you can identify your brand’s voice and personality. These are the emotional connectors between you and your consumer. Consider the role your brand plays in the lives of your customers. Is it a trusted advisor, an innovative pioneer, or a cheerful companion? The tone you choose whether authoritative, whimsical, or somewhere in between, should reflect the personality you want to project and resonate with your target market.

5. Write your brand story

Every great brand has a compelling story that connects with its audience emotionally. Storytelling is a form of art and when it's done right it can be crucial to the brand and the brand’s identity. Frame your brand story as a narrative where a relatable character (your customer) faces a challenge and, with the help of your brand (the guide), finds a solution that leads them to success. This storytelling approach not only engages your audience but also positions your brand as the solution to their needs.

6. Design logo and brand assets

Your logo and visual assets are the visual embodiments of your brand. They should reflect your brand's personality and appeal to your target market. Consider how these elements will be applied across various mediums, including your website, social media profiles, product packaging, video ads, and more. Even small details, like your browser favicon and email signature, contribute to the cohesive presentation of your brand.

What you are not getting here is just a logo, typeface and colour scheme, you're getting a brand depth and story, a way of recognising your brand, credibility and trust, a place in the marketplace, memorability, community building and target marketing!

7. Create a brand style guide

What's that saying about everyone singing from the same hymn sheet?  Well, a brand style guide is like that, it ensures consistency in how your brand is presented across all platforms and touchpoints. It should detail your brand's colour palette, typography, imagery style, tone of voice, and any other elements that contribute to your brand's unique aesthetic and personality. If you are limited on funds create a 1 sheet (a simple one pager with basic rules), but long term you’ll need a brand style guide.

8. Apply your branding across your business

With your branding elements in place, it's time to integrate them consistently across all aspects of your business. From digital platforms to physical packaging and beyond, every customer interaction should reinforce your brand identity. Regularly review your brand presentation to ensure alignment with your brand strategy and make adjustments as your business and market ever evolve. Building a brand from scratch is a multifaceted process that intertwines creativity, strategic thinking, and ongoing engagement with your target market. By following these steps and staying true to your brand's core values and personality, you can create a brand that not only stands out but also stands the test of time. - And we’re here to help you through this process, you don't have to go it alone!

Conclusion

In conclusion, building a brand from the ground up is a journey that intertwines deep market understanding, strategic positioning, and creative expression. By thoroughly researching your target market, defining your brand's voice and personality, choosing a resonant business name, crafting a compelling brand story, and meticulously creating and applying a consistent visual and communicative style, you lay the foundation for a brand that not only attracts but also retains customer loyalty. Remember, your brand is more than just a logo or a product; it's the totality of experiences, perceptions, and relationships that people have with your business. As you embark on this journey, keep your audience at the heart of your branding efforts, consistently deliver on your promises, and adapt to the evolving landscape of your market. With dedication and authenticity, your brand can become a beacon in your industry, inspiring trust, admiration, and loyalty from your customers.