How to Build a Brand in 2023 that Sustain for Decades
Good brand recognition is at the core of every successful business. However, most of the branding tips you’ll see on the internet or in person revolve around ensuring the brand is consistent with all of your marketing initiatives or enhanced when you already have a brand. So what happens if your company isn’t able to establish branding, or you’re just beginning your journey or trying to create an entire company starting from beginning from scratch?
Table of Contents
What is a brand?
The term “brand” refers to a concept, product, service, or idea that is clearly distinguished from other goods, services, or concepts so that it is easily communicated and often advertised.
Branding is the act of creating, distributing, and promoting a brand’s name, characteristics, and character. Branding can refer to the whole brand’s identity and individual products, services, or concepts.
What is branding?
Branding aims to create awareness of your company by implementing strategies and marketing campaigns that aim to build an unforgettable and long-lasting image on the market.
Positive image and standing out = brand’s success.
Branding can be divided into three distinct phases high-level:
- Brand Strategy
- Brand Identity
- Brand Marketing
Brand Strategy will define how you stand out and be trustworthy, memorable, and loved by your ideal client. It will communicate your mission promises and the ways you tackle problems for your customers.
It is the first step to complete when developing a brand from the beginning (whether you’re just beginning or already established).
It’s possible to imagine your brand strategy as an outline of how you wish people to perceive your company.
A comprehensive and effective strategy for comprehensive and effective marketing strategy includes the following elements in the overall strategy:
- Brand purpose development
- Audience development
- Conducting research on competitors
- Brand voice and personality
- Brand message and story
Brand strategy is a crucial and essential element for building a successful brand. But unfortunately, this is one area many businesses neglect because they immediately jump into marketing and design.
Brand Identity is the method you use to communicate your message to the world via visuals, messages, and experience. Your branding strategy will affect how you portray your brand and align with your goals to ensure the greatest impact.
The elements of your brand’s identity must be applied to all channels consistently. It’s how your business is recognized.
- Fonts and colors
- Icons and patterns
- Website design
- Content and messages
- Packaging or printing
The concept of branding is the process by which companies or organizations promote and promote their the products or services they offer by connecting values and voices to the right target audience with strategically planned communications.
By 2023, the enhancement of your brand’s image will be accomplished with ease through a variety of digital marketing strategies:
- User Experience (i.e., your site’s experience)
- SEO & Content Marketing
- Social Media Marketing
- Email Marketing
- Paid Advertising (PPC)
Together, these channels are crucial for establishing brand awareness and increasing sales. We’ll go over each of these components in greater detail in the future!
How to build a brand
If you’ve figured out what a “brand” is, Let’s look at how to create the brand from scratch.
1. Identify the Purpose of Your Brand
A purposeful approach to business can be the distinction between failure and success or turning an enormous profit and just getting by.
If you are asking yourself this question, you have to think beyond the simple responses like “I want to sell my product,” or “I want to make money.”
Big brands such as Apple or Nike have clearly defined and definite goals for their brand identity:
Apple sells phones, computers, and tablets; however, its goal is to inspire creativity and self-expression.
Nike’s mission has been to “unite the world through sport to create a healthy planet, active communities and an equal playing field for all.”
The most important aspect of branding is communicating; without a clear goal, the brand won’t be able to connect with your target audience at a level they can relate to.
2. Identify Your Audience
When building a brand, it is crucial to understand the people you’re trying to connect with.
You should consider the kind of products you’ll offer and to whom they’ll sell. Make sure you are specific about the type of customer you’ll be targeting. For example, instead of focusing on “dog owners,” a pet accessory company could concentrate on the new owners of dogs, young dogs, or those who train dogs to perform in shows. Picking a particular segment will ensure that you have no competition.
Knowing your target audience can aid in choosing your brand’s voice, style, or even the best marketing strategy to engage with prospective buyers. You can increase your understanding of your target audience through the following:
- Examining existing customers: Do you have any customers that are currently in your database? If so, how do you find out about their preferences? For example, what is their age, where are they from, and what are they most impressed with about your company?
- Examining your competitors: What kind of clients are the other companies similar to you looking to target? Are there areas not served by the market that you could aid with your offerings?
- Making Buyer Personas The buyer persona: Imagine the ideal customer you want to appear like, and create a profile that outlines their gender, age, and demographics, as well as their likes and dislikes, as well as their behavior (such as the way they prefer buying online).
As you build your online store and expand your reach, you’ll be able to understand your customers through analytics tools and surveys of customers. In addition, adding to the personas of your customers each time alone will aid in keeping them up-to-date.
3. Learn your competitors’ brands.
Next, start evaluating your competitors’ brands. You can gain a lot about the marketing of your business simply by looking at these established entries. What do their logos look like? What is the difference between each other? What are they saying to your customers? Not copying any of these traits and applying them to your brand is crucial. Instead, consider the motives for these choices, and apply the characteristics as the next step in your business process.
4. Design the logo
If you’ve mastered the inside of your business, now is the opportunity to present your brand’s message to life. Graphic designer Paul Rand says, “Design is the silent ambassador of your brand.” Here’s the information you need to be aware of:
While the logo may not be the sole source of your branding identity, it’s a crucial part of branding as it’s the most widely recognized aspect that represents your company. It’s everywhere, from your website to business cards and even your online advertisements. Therefore, your logo should be on every single one of these items; your branding must appear like this:
As important as your logo is in branding, it’s far from the sole element that creates a strong brand identity. Your product(s), the packaging, or how you present your offerings must play a role in your branding identity. Visualizing your business’s image throughout your activities can help build trust with your clients. Consider McDonald’s golden arches for an illustration. They employed an intriguing design to create the famous “M,” which is recognized worldwide.
Color & Type
Making a color scheme is a method to improve your brand’s image. It offers a wide range of colors that allows you to design unique designs for your company while keeping the branding.
Typography can be an unwieldy weapon if employed properly. While “mix and match” type design is a raging trend, it does not mean that mixing a few fonts is always beneficial for your company. On your logo, your website, and all documents your company produces (print and digital), it should have uniform use of typography. If you look at the Nike website and its advertisements, they use an identical typeface, font, and style throughout the company, and it’s a great benefit to their ads.
Below are some of the logotypes that you can pick to communicate with designers and choose an appropriate style for your company’s brand. Make sure to keep the fonts and colors you choose in mind to ensure they are in sync with your logo in order to communicate your message.
Abstract: Google Chrome
An abstract logo has no explicit meaning. It’s just a shape with colors that you can’t connect to anything happening in actual life.
The beauty of an abstract design is the fact that it does not have any inherent meaning. You can make it up and then bring it to life in the minds of your customers.
The face of a persona typically symbolizes mascot logos. They could make your brand appear more human. However, you should be aware that they’re old-fashioned and should only be used in specific circumstances (e.g., you’re deliberately going for a retro look).
Emblem logos tend to be circular, and they combine the text with the emblem to create the most striking and elegant design. In the event that the designs are complicated, they could be lost as they shrink. However, they can create an unforgettable logo design if they are done properly.
Lettermark logos transform the initials of your business name into an image. If you’ve chosen a business name that contains three or more words, this could be a design you’d like to think about, particularly if the initial is appealing.
An icon logo represents your company’s brand image that is a visual metaphor. In contrast to abstract logos, an icon logo conveys something regarding the item (Twitter’s bird’s silhouette is a reference to the frequently brief “tweets” on the platform).
In the case of a brand that isn’t well-established, You should refrain from using an icon as a stand-alone logo. But, if you’re still not certain of the type of logo you’re looking for using an icon logo, combining it with a wordmark is generally the best option.
Wordmark logos can transform your company’s name color, font, and colors into a visually appealing identity. The issue with wordmarks is they’re usually difficult to make in a flexible shape and can often lose their appeal when they are reduced in size.
However, you can fix this problem by simply getting an accompanying icon logo or turning the first letter of the wordmark into a separate-but-connected logo, like what Facebook does with the F.
Due to the restrictions that apply to the various logotypes, many logos blend various styles.
A new business is a good example there is no need to pick an icon over the wordmark option when you can combine both. This allows you to meet the requirements of creating an easily scalable logo while placing your brand’s name at the top of the list. Mcdonalds, for instance, can utilize their famous golden arches whenever the full wordmark isn’t suitable.
5. Create a Brand Story and Voice
The existence of a narrative for your brand will help you answer important questions about the person you are as a company. By doing this, you can communicate with your customers on a more level and establish trust.
The research has proven that people respond to stories at a biological level. Our brains respond to the word’s descriptive power, and we begin to connect with the company and form relationships with them. We interact with them the way we would the person we are.
Brand stories aid in establishing your brand from the overwhelming amount of advertising the public is confronted with from marketers.
It should be brief, captivating, engaging, conversational, and written in a manner that sounds natural. It shouldn’t be a lengthy blog article or stuffed with jargon and buzzwords.
6. Monitor your brand to maintain its brand identity.
Like other aspects of marketing, it can be difficult to determine if you’re doing it correctly (and the things you’re not doing) without monitoring key performance indicators.
Use Google Analytics surveys and comments, social media discussions, etc. Monitor your brand’s reputation and gain the perception of how people discuss and interact with your brand. This will allow you to have the chance to make changes to your brand if needed — whether to rectify a mistake or improve your brand’s image.
Test, learn, and then optimize. Discover what differentiates your brand from the rest, and then learn to convey that information in a manner that creates confidence. If your product can live up to the hype you generate, you begin to gain momentum among customers who are convinced of your brand.