Knowing how to build a brand may not be the first step in starting a business, but it is one of the most important. However, this is less of a single step and more of a continuous sequence of steps. Brand building is about creating a strong and memorable brand that inspires credibility and loyalty. It is about building a brand that customers trust. And trust does not arise overnight. Just as brand development does not happen overnight. But only those who have a strong brand identity lay a solid foundation for the future success of their company.
Brand building affects everyone, regardless of industry, size or business model. Those operating in the premium sector need a strong brand to justify the prices. Those who focus more on small prices manage to differentiate themselves with the help of a strong brand. A strong brand in the B2B sector strengthens trust and credibility with business partners and helps to build long-term business relationships. In the B2C sector, a strong brand enables greater customer retention and loyalty, thereby increasing sales and turnover. Gucci is an excellent example of a brand with a strong market position. Despite the high price level, the fashion company has millions of loyal customers worldwide. But how do you manage to build a strong and resilient brand?
The most important steps in brand development
There are several ways to build a strong brand. But here are five steps you should follow along the way.
Step 1: Determine your target audience
The first thing you need to define when developing a branding strategy is your target audience. This is done through a target audience analysis. You can determine your target audience based on age, location, interests, etc. This way, you can determine what, where and how you communicate so that your target audience can establish a deep connection with your brand. Depending on your target audience and their needs and desires, you can create a brand personality that appeals to them. Over time, your brand will need to evolve with your target audience to remain relevant.
Step 2: Define your brand mission
Customers don’t buy what you do, they buy the ‘why’ behind it. They buy what they stand for. Therefore, you need a mission and vision for your brand. Define and formulate why your brand exists and what it stands for. The brand mission is what you promise to do and how you create value for your audience. This is the core of your brand identity, which must never be falsified or diluted.
Step 3: Recognize and analyze your competition
Every brand has a unique selling proposition (USP) – at least every resilient one. Analyze your competitors and find out what works for them, what doesn’t, and where your brand can be better than them. This way, you can find out what sets your company apart from others and use this to your advantage in branding and marketing. Competitive analysis is an ongoing process that helps you:
- To define your USP
- To improve your products and services
- To develop pricing strategies
- To identify opportunities and challenges
Step 4: Create a strong value proposition
You have researched your target audiences and the competition. Use this knowledge to clearly define what your brand offers and why your target audiences should only choose you and your product. Include this value proposition in your marketing communications across all channels to generate as much attention or brand recognition as possible.
Step 5: Define your logo and corporate design
To build a distinctive brand, you need a clear identity, but also a memorable appearance. It’s about making your company recognizable and memorable. This involves appealing to the human senses, especially through visual elements. Think of the Coca-Cola logo or the golden M of McDonalds. Think about a suitable logo, define colors and fonts and a visual language. Once you have done this, document how your brand should be presented across all channels. These guidelines will ensure consistency and quality.
Avoiding pitfalls and mistakes
Building a brand is one thing. Maintaining and preserving it is another. Because along the way there are obstacles that should be avoided – or rather must be. A common and probably the biggest mistake, for example, is not being authentic and acting contrary to your own communicated values. Lack of authenticity will lead to a loss of trust and a decrease in loyalty to your brand. Further pitfalls can be a lack of differentiation from the competition, insufficient investment in brand building or ignoring crises that can damage the brand image. And once the image is damaged, it is a long and arduous road to rebuild it. Much longer than the path from an unknown company to a strong brand.
A strong brand wants to be seen
So if you are in the process of building your company and brand and need support, we are happy to help. As experts in the field of logo design and corporate design, we give your company a face and ensure the greatest possible recognition value. If you are already successfully engaged in brand building, have gone through the steps, but need support in presenting your company to the world, we are here for you. As web designers, we make your company and your brand visible in the digital world. With the right words, we communicate your brand identity and ensure that it resonates with your target audience. Contact us today to take your brand further.
