To build a brand, you need to be consistent throughout the entire decision-making process. Figure out what you’re trying to achieve and who you want to attract – this way you’ll never lose sight of your end goal.
Whilst there’s seemingly endless advice out there for how to best build a brand – we’ve saved you a bit of time and condensed the top five steps into an easy to digest list. Read on to find out more.
#1 Figure out your brand’s values
In order to progress with your brand’s development, you need to know the values and aims of your business. Your core values should go on to influence the rest of your decisions when building your brand. Establishing and defining your brand values will help you develop your brand in a number of ways, such as:
- Aligning with your brand’s mission
- Boosting employee engagement
- Creating a memorable brand
- Creating a deeper connection with your audience
- Boosting brand consistency
- Staying authentic with your brand
- Inspiring brand loyalty
As you can see, your brand’s values will act as an influence for almost all aspects of your brand.
#2 Identify and research your target audience
Before you can make any big decisions regarding your brand, as well as the values, you also need to find out who your target audience is. This will require brainstorming and research to identify and profile the theoretical members of this audience. With this information, you can adapt your branding decisions accordingly.
This is often referred to as a buyer persona, which is essentially a fictional biography of your ideal consumer. This will usually include the buyer’s goals, habits, struggles and problems, amongst other factors. Ask yourself some of the following:
- Where do they work?
- Where do they live?
- What are their main conflicts in life?
- What are their hobbies or interests?
- How much disposable income do they have?
If you can build up an image of your ideal audience members through the answers to these questions, then you can tailor your branding decisions to the wants and needs of those who will help you reach success.
#3 Develop your brand’s voice
Now you know what your audience wants to see, you can use this to develop the voice of your brand. This dictates how you communicate with your consumers and can aid you in developing a (hopefully positive) reputation.
You can exercise this voice via your brand’s story. Let your audience know how far you’ve come and where it all started – always keeping in mind the tone and language that would appeal to them the most.
#4 Design your logo
Your brand’s logo will represent the identity of your business, and act as a quick identifier for your audience. You want people to instantly recognise your logo – this will increase your brand awareness and allow you to stand out amongst the crowd.
Whether you choose to reach out to an individual graphic designer or use a platform like Tailor Brands the key is to stay consistent. Whilst you want your logo to stand out, you also want it to be in keeping with the style of the rest of your visual marketing materials. The aim is to make your logo synonymous with your business.
#5 Stay consistent with your branding
As we have just touched on, remaining consistent is always going to be important. This applies to all areas of the business – marketing, branding, the voice and the identity. If one of these factors doesn’t sit nicely alongside the other, then the overall message of the brand will become unclear. Consistency will also help build brand awareness, which is key to gaining recognition and notoriety within your industry.