Any company that wants to market its goods or services to a wide audience needs to build its brand. Building a brand involves providing customers with a name that they feel that they can trust. You want potential customers to feel a sense of familiarity with your brand so that they won’t only buy from you but they’ll come back again and again.
Every business, from those selling shoes and cosmetics to entertainment and Red Stag casino a site should create and build a brand that will last over time.
What is a Brand?
A brand is a service, product or concept that distinguishes your brand from other services, products and concepts. Your brand helps you communicate information about your product/service or concept and market it more easily. The “Brand” is the name of the product, service or concept and “Branding” involves creating and disseminating the brand name. The Brand isn’t the product/service/concept itself but rather, it’s the public perception about that product/service or concept.
Properly built, a brand should encompass multiple elements including:
A summary of the brand’s fundamentals which charts the direction in which the company wants to go. It should include vision, mission, purpose, values and strategic objections. Basically, it’s the “why” that your company exists as well as the vision of what you hope that the company will bring about.
The brand archetype is an idea or concept is a recognized concept or idea that people in society are generally familiar with. Brands are encouraged to identify with an archetype because it is the catalyst for your brand’s “story”. As a concept with which your audience is already familiar, your brand archetype helps make your brand resonate with audiences.
The brand personality involves the behaviors and characteristics that are unique to your brand. Brand personality summarizes how your brand would sound and look if it was a person. Brand personalities include those of chic, rugged, outgoing, thoughtful, minimalist, exuberant, etc. Customers stay loyal to a brand and build relationships with the brand because they connect to the brand’s personality.
You want to highlight your competitive advantage because it’s your way of showing what you do better than your competitors. That means that, in some way, you need to articulate your competitive advantage to your audience.
Your brand promise is your pledge to deliver what you promise to deliver. You can express your brand promise in ads, through social media, in your taglines and other forms of messaging. You have to deliver a brand promise and then show that you will act on it because that’s what gives you credibility in the future.
The words and phrases that you use in your messaging is your brand’s verbal identity. This involves elements that include your brand messaging, your brand story, your brand voice and your tagline. They are your main face to the world. Through intrinsic meaning or methodical brand narrative you can humanize your brand and make it identifiable to your customers. Your verbal identity should be immediately recognizable, regardless of whether it’s heard through advertising scripts, website copy or marketing collateral.
Your brand’s visual identity differentiates your brand visually from other brands and makes it recognizable. You need an integrated system that includes a consistent logo, color scheme, photography, iconography and typography. You want to embody the defining characteristics of your brand in your visual identity including your brand’s compass, promise, personality and archetype. This system instantly communicates your brand’s essence to all who see it.
How Do You Build Your Brand?
Building a brand shouldn’t be something that you expect to happen quickly or easily. You need to spend time on building your brand. But the more time that you spend properly building your brand at the beginning, the less time you’ll need to invest in conveying these same messages later on.
To build your brand:
- research your competitors and your target audience. Do market research to find out what your target audience wants, what other products or services are already available and what the target audience feels is missing. You can do this by analyzing your product or service via search engines, looking at social media, interviewing people, reading online conversations that have to do with your product/service.
- Find your focus and let that inform the rest of your brand. Create a positioning statement that lays out the bare bones of your product and service – your product/service, your target audience, your competition and what differentiates you from your competition.
- Choose a business name, either something catching and non-generic (“Pepsi”) or something that represents your brand (“Burger King”).
- Write a slogan that’s catchy and short and succinctly summarizes your brand
- Choose the visual elements (colors, fonts, etc) that you will be using to visually represent your brand
- Create a logo that catches the eye and will be the face of the company for the foreseeable future.
Once you’ve created your brand you’ll want to apply that branding across your business. Your brand should represent you both online and in retail sales, in all of your advertising and marketing efforts and internally among company staff.
You also need to be prepared to have your brand evolve as you reach new customers and as your business ev.