Building Your Brand

Does your brand rise above your competition? Is it memorable and supports the difference between you and your competitors?

Your brand is more than a name and logo.

Step 1. Research

Building BrandsBuilding a strong brand requires more than redesigning your logo. You should start by identifying who your customer is and learn what he thinks of you, your product or service.

Pay close attention to your customers' perceptions; if they don't match the claims you make about your business – your offer, they will move to your competition. If your business delivers your brand's promise, you will earn trust and retain your customers.

If you find that your customers have had a negative experience with your brand, it's time to change your offer, how you provide customer service or how you run your business. Take a look at every part of your business whether it has a storefront, office or your customers use your website to conduct business. Make improvements; change your message.

Step 2. Vision & Ideas

What is your vision? Do you have ideas for improving your product and service?

Write a vision statement describing what you want your company to become. It should be ambitious and inspirational. The statement should be one sentence in length and should not explain how you will achieve the vision.

Take a look at Southwest Airlines vision statement: "To become the World's Most Loved, Most Flown, and Most Profitable Airline."

Questions to be mindful of when developing your Vision Statement.

Where do you want your company to be in five or ten years?
What are your most important products and services?
List the products and services you do not want to offer.
What is unique about doing business with your brand ... your company?
How would your customers describe you ... your brand?

Step 3. Design – Visuals

Create unique visuals including logo, business cards, ads, brochures, packaging, signage, web ... across all media ... online and offline. The visuals should reflect your personality whether you're cheerful, fun-loving or serious.

Step 4. Strategy

Building a strong brand also includes your employees ... how they dress ... how they conduct themselves. Be sure to let your employees know the back-story of how your brand was created and that you need their support in making the brand successful.

Step 5. Marketing – Promotion

Maintain consistency in marketing your brand. A consistent brand will help to increase the overall value of your company. Your position in the marketplace will be stronger; you will attract better quality customers with higher retention rates; and elevate the perceived value of your products or services.

What should brand consistency include? Here are some of the basic elements that should remain the same for all your online content, whether it’s their website, your blog, e-mail, social media so that your audience can have the same experience no matter where they go.

Establish logo consistency with:

Tone and Voice
Font Style
Design Elements

Brand Building Takeaways:

Identify your core values. Involve your employees.
Promote a consistent message; keep it simple.
Don't ignore your customer's perceptions. Use their feedback to improve your product and service.
Don't make false claims.

We build brands. Contact us for a free consultation.