Tips on How to Build a Brand
What is branding, and why is it important in marketing? Branding is important to any business because it helps distinguish businesses from each other. It is more than the name and logo that makes a business easily identifiable—it is the lasting impression on people and the overall representation of a company. Here are some tips on how to build a brand that creates a lasting impression.
We will also introduce you to one of the online personal development courses from Skill Success to guide you on how to build a brand.
1. Know your target audience
Your target audience is not “everyone.” You must know the target audience you will be focusing on so you can market your business effectively and develop efficient marketing communication strategies. By finding your target audience, you will know exactly what your consumers need and want.
It can be a time-consuming task as it requires thorough research, and you must also consider important data points, such as the consumer’s age, location, interests, gender, and other demographics and psychographics. Some ways to find your target audience are through the use of social media analytics, like Facebook Analytics, Instagram Insights, and Twitter Analytics.
2. Study your competition
It is okay to research and spy on your competitors. This will give you a chance to learn from their failures and success and use those as your inspiration.
Your competitors can be direct or indirect competitors. Direct competitors are businesses that offer the same products or services like yours to the same target market. Indirect competitors are businesses that also provide the same products or services but use different approaches or strategies.
Your goal is not to copy your competitors but to differentiate from them and improve your unique selling points and the consistency of your message and visual identity.
3. Identify your brand mission statement
Your mission statement will help you outline your goals and set the tone for your business. It declares the purpose of your business and what you want to be in the future. It answers the question, “Why does your business exist?” and what your consumers expect from you.
A mission statement also keeps your business on track towards your goal as it serves you as your guiding principle in setting your path to where your business is headed. It also guides you with your decision-making and ensures your stability despite the challenges.
4. Choose your brand personality
Having a brand personality is what makes a business or brand relatable. It evokes emotions and connections between the brand and the consumers. A brand personality helps shape what people will feel towards what you offer and your mission. It is the voice that helps you tell a story to your target audience in a personal or human way.
Knowing your mission and target audience will help you identify your brand personality. It will also help if you think of your business as a human being and ask yourself the following questions about what characteristics it possesses.
- Feminine or masculine?
- Formal or humorous?
- Classic or stylish?
- Monotonous or exciting?
- Adult or young?
- Expensive or economical?
- Witty or silly?
Choosing 3-5 words that best describe your brand can also help you get started coming up with your brand personality.
5. Choose your business name
Your business name is your brand’s identification. It is one of the vital requirements you need to undertake if your business is going to be successful as it will differentiate you from your competition. An effective business name should be both catchy and, at the same time, should still have a clear idea of what type of business you are and what you offer. Here are some helpful tips in coming up with a business name.
- Brand names should be short, unique, simple, catchy, and not vague.
- Easy to spell and pronounce.
- Should have sense and not obscene.
- Avoid using your name or geographic locations.
- Check availability of business name if it has already been used, trademarked, and used domain.
6. Write your slogan
The purpose of your slogan is to communicate your “why” to your consumers. This is your promise to them or the benefit that they can anticipate from you.
A good and effective slogan should capture the essence of your business in just a short phrase, usually consisting of five or fewer words. It should also capture your audience’s attention by bringing a sense of urgency and excitement. The short phrase you will use as your slogan should force your target audience to stop, think, and remember your company.
For inspiration, here are some well-known slogans:
- Just Do It (Nike)
- Because You’re Worth It. (L’Oreal)
- Tastes So Good, Cats Ask for It By Name (Meow Mix)
- Can You Hear Me Now? Good (Verizon)
- Think Different (Apple)
- Designed for Driving Pleasure (BMW)
- Advancement Through Technology (Audi)
- I’m Lovin’ It (McDonald’s)
- Melts In Your Mouth, Not In Your Hand (M&Ms)
- Finger Lickin’ Good (KFC)
7. Create your logo
According to a study, it usually takes 30 seconds to form a first impression, while for some, it only takes 2-3 seconds. Your logo should be interesting to grab your target audience’s attention to communicate your business’s core values or will speak for your business.
A logo is like the face of your business. It is a graphic emblem that represents your business. Thus, you should make your logo stand out. In creating your logo, you should consider the following.
- Determine the goal of your business.
- Keep your logo timeless.
- Be minimalist; avoid complex designs.
- Your logo should adapt to different sizes, orientations, and mediums.
- Apply color psychology in your logo design.
The “How To Build A Strong Brand” online course by Skill Success covers all the important points of creating an irresistible brand if you are interested to learn how to create a strong brand and attract more customers. By the end of the course, you will have a deep knowledge of what a brand is and how to construct a strong brand and practical branding.