Building a brand name from start to finish is a demanding task. Whether you’re creating a new brand for a new business, designing a new brand after a merge, or rebranding an existing company, the process takes time, money, and lots of research.
But a strong brand image is the most practical step to cultivating the reputation you want with your audience. Brand building is a big job, but it doesn’t have to be complicated.
Identify your audience
Before you can work out how to develop a brand, you first need to think about who that brand is for. Clearly identifying your target audience is an easy step to skip in brand building, but the reality is that different people respond to different tones, aesthetics, and brand personalities. If you start by considering what that audience is looking for, you’ll have much less trouble designing a brand that engages and connects with them.
Research your competitors
Conduct competitor research to get a better idea of how to cultivate a unique niche. Find a way to match competitors’ strengths while capitalizing on weaknesses like market inefficiencies or underserved sectors.
Examine other areas of competing brands as well, like websites, pricing, and voice. Strong SEO practices can generate steady web traffic through organic search, and competing websites should give you a good idea of which topics to target. You can also use keyword research tools to identify subjects that aren’t being targeted yet by competitors.
Brand name identity
Your brand identity encompasses your business name and the visual elements that define your brand, from your logo and colors to the aesthetic of your photography and your social media handles. Brand identity also includes your brand’s story and competitive advantage.
Mission and values
Your brand’s mission is the North Star for your business. It establishes both a goal for yourself and a promise to your customers. Your values are what your brand stands for. Both are important as you build your brand because they keep your decisions in check. Whatever you do as a brand should always stay true to your mission and values.
Create a slogan
A slogan is a short, catchy phrase that in two to three words lets people know why they should buy the product or, what the product can do for them. It should evoke positive feelings and confidence in the brand and reflect the brand’s personality.
