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How To Build A Brand That Will Last In Time And Space
What Coca-Cola, Apple, and Nike have in common is that they knew exactly how to build a brand that consumers would love!
Do the words “brand building” scare you? Do you look at Amazon and McDonald’s and think: How can I build an equally strong brand that people will love? Is it even possible?
First of all, yes, it’s possible! And second, let me welcome you to Brand Building 101!
Today, we’ll learn everything about building a successful brand: your brand strategy, brand identity, and brand marketing!
Stay tuned as your business is going to change, forever!
What Is A Brand?
A brand isn’t a fantastic beast but the way your target audience perceives your business.
For example, Christian Louboutin’s famous red-soled shoes have been in the spotlight for years. Why? Because Louboutin’s innovation is unique and intriguing! For the business, the red soles aren’t just a trademark but the very soul of the brand.
Similarly, your own brand can be a symbol, logo, font, song, or even a word that will make your target audience think of you without listening to your company name.
What Does Brand Building Involve?
Learning how to build a brand that people love isn’t rocket science. However, if you want to do it successfully, you need to know what this process involves.
The recipe to turn your business into a brand is to create a go-to-market strategy that’ll combine your brand identity and brand marketing.
Throwing all these into your mixing bowl will lead to a recognizable brand that lasts in time. So, let’s break the ingredients down:
Creating a Brand Strategy
The first step to turning your business into a brand is to develop your brand strategy.
Of course, this isn’t an easy process. Your strategy is a long-term plan that requires time, creativity, and resources.
Setting your goals is also important! Think about how your business will impact your potential customers’ lives and what solutions you can provide to their pain points.
In a nutshell, your strategy should focus on delivering positive and unique experiences that will make consumers want to invest in you.
And don’t forget! The better the experience, the more people will talk about you, slowly turning you into a must-have rather than a maybe.
Constructing a Brand Identity
Your brand identity involves all the visual elements related to your brand. These can be your logo, website design, or your packaging.
However, brand identity isn’t only a box or a website but the feeling your brand will trigger when customers interact with it.
To paraphrase Jeff Bezos’ words, branding is all about your reputation and what people say about you when you aren’t there.
So, a solid brand identity that triggers positivity is your best chance to make your business thrive and survive!
Getting into Brand Marketing
Which comes first? Branding or Marketing?
Well, branding is all about the personality of your business and how you present yourself to your target audience. Marketing, on the other hand, focuses on building brand awareness through numerous digital marketing channels.
For instance, let’s say you are the owner of a beauty brand. Your branding would be something like this: “Beauty that respects nature.”
Marketing would take that and turn it into email marketing campaigns or social media posts with the reasons why customers need to buy from you.
To give you an idea of what you can create, here are some categories you can focus on:
- Made-up names: Pepsi, Kodak
- Metaphor names: Nike, Amazon
- Common words/Descriptive: Apple, The Shoe Company
- Names: Wendy’s, McDonald’s
- Word combinations: Moosend, Facebook
- Acronyms: KFC, BBC
- Altered words: Tumblr, Flickr
Create Your Brand Positioning Statement
Now, let’s talk a little about brand positioning! But wait, isn’t this the same thing as a mission statement?
Well, no. Your mission statement is all about your drive and what you and your employees want to achieve.
To understand the difference between mission statement and brand positioning, let’s examine Home Chef’s website.
Create a Competitive Analysis Spreadsheet
Apart from your SWOT analysis, make sure to collect all your findings in a single place so you can consult them when needed.
The simplest thing is to do is to create a spreadsheet with the most important factors you will examine.
Some of the most important elements you need to discover when you learn how to build a brand are:
- Products and Price
- Company Reputation and Culture
- Marketing and Advertising
Develop Your Brand Personality
To last in time, your brand needs to be intriguing and alluring.
To make it happen, you need to create a unique brand personality that will capture your target audience’s heart.
Building a personality for your brand requires you to attribute certain human characteristics to it.
When we usually talk about a brand personality we focus on the five main types of brand personalities:
- Excitement: carefree, spirited, and youthful
- Sincerity: kind, thoughtful, family-oriented
- Ruggedness: rough, athletic, outdoorsy
- Competence: successful, influential, accomplished
- Sophistication: elegant, prestigious, pretentious
Different brands fall under these five categories. For instance, Nike always displays a very youthful and spirited personality.
Apple, on the other hand, is more on the Sophistication side, promoting elegance and minimalism.
Assigning specific traits to your brand is the best way to humanize it and make it more relatable to your potential customers.
If you think that your brand personality is a trivial matter, I urge you to consider Jennifer Aaker’s words about the influence of brand personality on consumers. According to her, there’s now proof that a brand personality is a powerful weapon that can influence the bond between businesses and consumers.
Yet, the power of brand personalities is sadly overlooked when new business owners learn how to build a brand and it’s not used to the fullest.
Sharp Minded Solutions
You can do many things besides advertising to market your consulting services. In fact, advertising is usually the last promotional method consultants use, because it is expensive and too diffuse to reach their target markets. Instead, consultants usually rely on ``expertise marketing,`` which is done in a hidden marketplace that places great emphasis on trust and relationships. Advertising on the other hand is really all about creating brand identification and is therefore usually confined to products where trust and relationships are not as commonly required.
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