Building a brand: What should you know?

There are billions, if not trillions, of businesses working hard to make their mark. Hence, a strong brand has become vital for firms to distinguish themselves from their competitors. Whether you’re trying to develop your brand’s identity or doing it for a client, it’s first essential to understand what a brand is and what it takes to build a brand that will not be forgotten.

What is a brand identity?

Brand identity stems from an organization and includes visible elements that a company creates to portray the image they want to the customer. These elements include logo, design, and color. Please make no mistake; brand identity is the most powerful marketing tool in the world and represents an organization’s perception in the market. It also helps customers recognize your product and services instantly. Furthermore, it builds customer loyalty, determines how your customers will perceive your brand, and is the bridge between the audience and products.

How to build a brand that people will love

Building a brand that can set you apart is vital because owning a recognized and loved brand is an invaluable asset. Now, this isn’t something that happens overnight and requires time and patience. But, we’ve jotted down ten simple steps below that you can follow to help transform your small business into a brand that people will recognize.

  1. Establish a brand purpose: As a budding entrepreneur, you’ll want to turn a profit, but that isn’t a purpose that would define your identity. It would help if you looked deep within yourself, asked why you’re in business, and expressed your brand’s purpose. Once you’ve done this, you can use that as your mission statement, which will define your brand.


  1. Identify your target audience: One of the most important aspects of branding is identifying the target audience based on their demographics or psychographics. Without a target audience, you risk creating a brand that does not reach any audience. In addition, it is also essential to know and understand your target audience as it will enable you to choose the most effective marketing channels available.


  1. Create a unique and consistent voice for your brand: A brand’s voice includes all the content that it publishes to promote. The tone and speech of the content generated to promote your brand online should be consistent. They should resonate with the target audience across all the channels you choose to publish, including your homepage, blogs, social media posts, and ads.


  1. Share your brand’s story: A brand story includes all the steps previously discussed. It should be treated as an extended version of your mission statement and expressed in your brand’s voice. This same statement should appeal to your target audience.


  1. Design the brand’s visual elements: The visible components like logo, color palette, and typography used in a branding strategy carry a lot of weight as it helps build brand trust and loyalty. In addition, how an audience perceives your brand depends on these visual elements.


  1. Establish the uniqueness of your brand: Understanding your competition and the business approaches taken up by them will help you discover what works and what doesn’t. In addition, it is essential to know that some markets are saturated and that one should avoid using the same business strategies as their competitors.


  1. Build your brand: After following all the steps necessary to create a branding strategy, it is now time to put that strategy into effect. Now is the time to build your website and create social media accounts on as many channels as possible to expand your reach and audience.


  1. Promote your brand: After building it, you can now promote it through marketing campaigns. You can advertise your brand on social media through PPC campaigns, email marketing, radio ads, and others. These campaigns will differ from one organization to another.


  1. Find people to advocate for your brand: Get existing customers or those close to you to advocate for your brand. Finding a brand advocate will help build your reputation and establish trust. Additionally, you can encourage customers to write product or brand reviews, promote incentivized referrals, and create a customer loyalty program. Another option is partnering up with social media influencers to help you reach as many potential customers as possible.


  1. Adapt and evolve with your brand: Once everything is ready, you must prepare to grow with your brand based on the changing market trends. Business growth is not always achievable in any company’s early stages. Remember that some situations may also arise that will force you to rebrand because of the saturated market or competition.

How to build your brand

Starting your company from scratch is no easy feat, and no one can avoid mishaps and missteps that make organically growing your brand much more difficult. Hence we’ve noted some scenarios below to help ease your path:

Get brand recognition: You must get your brand noticed and get it everywhere in the least amount of time. Brand recognition includes getting your story published by smaller media houses too. Recognition in the market will help your website with SEO and scale up your brand and lead to business growth.

Increase brand awareness: Brand awareness is how consumers become acquainted with a brand and recognize the brand. As a budding entrepreneur, your goal should be to utilize the resources available, including smaller media houses, to increase your brand awareness, which is essential for building brand equity. You can increase your brand awareness through promotions like advertising, word-of-mouth, social media like blogs, sponsorships, launching events, etc. Strong brand awareness leads to an increase in both revenue and market shares.

Build brand loyalty: Brand loyalty is the dedication and trust that a customer feels towards a brand. It encourages customers to repetitively purchase products and services irrespective of the price or convenience. Word-of-mouth publicity, repetitive buying, price sensitivity, commitment, brand trust, customer satisfaction, etc. all measure brand loyalty. Brand loyalty can often lead to less marketing expenditure as those loyal to your brand are more likely to promote it.


No company can thrive without proper and efficient branding. Following the steps and slowly developing and establishing your brand increases your reach in the industry or market. Furthermore, branding allows you to generate more revenue by increasing your prices and can lead to customer trust and loyalty.

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