David Ogilvy, the father of advertising, put it in simple and clear terms: a brand is the intangible sum of a product’s attributes — name, packaging, price, its history and reputation, and the way it’s advertised.
At the recent Sustainable Brands flagship conference in San Diego, Alfa Demmellash articulated the difference between brands and business in a manner that stuck with me because of its clarity:
“A brand is so much more than just the product or the business. It’s the core identity. It’s the purpose. It’s the thing that can attract and generate value, even if your product shifts, evolves or [is] no longer relevant.”
During my career, I’ve been involved in building no less than six brands, one of which was global. Building (and scaling up) brands has been and continues to be one of the best and most enjoyable aspects of the work I do.
If you want to create a solid brand, here are seven steps to guide your journey.
1) Define Your Brand Identity
The first step in building your brand is to clearly define your brand identity. Start by identifying your core values, mission statement, and unique selling proposition (USP). Understand who your target audience is and how you want to be perceived by them. This process will help you craft a brand personality that aligns with your business goals and sets you apart from your competitors.
2) Research Your Audience and Competitors
Thorough market research is essential to understand your target audience’s needs, preferences, and pain points. Analyze your competitors’ branding strategies and identify any gaps or opportunities. This intel will guide your efforts in creating a brand that addresses the specific needs of your customers and positions you favorably in the market.
3) Develop a Consistent Visual Identity
Visual elements such as logos, colors, and typography play a crucial role in building brand recognition. Choose a visually appealing and memorable brand logo that accurately represents your business. Establish a color palette and typography that reflects your brand personality. Ensure consistency across all platforms and marketing materials, including your website, social media profiles, and printed materials, to create a cohesive and professional visual identity.
4) Craft a Compelling Brand Story
People connect with stories, and a well-crafted brand story can create an emotional attachment with your audience. Develop a narrative that communicates your brand’s history, values, and purpose. Share the story of how your business was founded and the problems you aim to solve. Incorporate authentic and relatable elements that resonate with your target audience to forge a stronger connection and build trust.
5) Establish Your Online Presence
In today’s digital age, a strong online presence is vital for brand building. Websites are the new digital storefronts. Develop a user-friendly and visually appealing website that showcases your brand and offerings. Optimize your site for search engines to drive organic traffic. Leverage social media platforms relevant to your business to engage with your audience and share valuable content. Regularly monitor and manage your online reputation to maintain a positive brand image.
6) Provide Exceptional Customer Experiences
Delivering exceptional customer experiences is crucial for building a strong brand reputation. Prioritize customer satisfaction by providing high-quality products or services and excellent customer support. Encourage and respond to customer feedback to continuously improve your offerings. Brands can often underestimate the importance of experience and service quality in the brand-customer relationship
7) Maintain and Evolve Your Brand
Building a brand is an ongoing process. Continuously monitor your brand’s performance, analyzing market trends and customer insights. Adapt and evolve your brand strategy as necessary to stay relevant and address changing needs. Regularly revisit and refresh your visual identity and messaging to ensure consistency and continuous improvement. Build strong brand ambassador networks and collaborations to expand your reach and extend your brand’s influence.
The above is a combination of strategic and tactical steps to building a memorable brand. However, it would be remiss of me not to mention that keeping your brand purpose and its promise at the heart of your decision-making is ultimately the secret sauce for building a successful brand.