Your brand is an essential part of your business.
It is the way your customers recognize, understand and experience what your business has to offer.
It is your brand that will help your business grow.
Not sure how to build your brand? We’re here to help.
We’ve got 7 tips to help you build brand identity, and make sure your business succeeds.
1. Do Your Research
Everything that you do should be based on research.
Understand Your Customers
Any brand should try to resonate with customers. That’s why you need to research to understand your customers.
Spend the time to learn about your primary, secondary and tertiary audiences. Try to understand what they like and dislike, what they value, and how they like to spend their time.
This knowledge and information will help you build a brand that means something to your customers.
Understand Your Competition
It’s also important to understand your competitors. Look at how other companies in your industry are positioning themselves in the market.
What are they offering to their customers? What visuals, messages and services are they sharing?
Understanding your competition can help you to decide what works for your customers, or what you’d like to do differently to be successful.
Talk To Your Employees
Your employees are the people who know your brand best.
They will have ideas about how to build your brand. They will know what has or hasn’t worked in the past, who your current customers are, and what they would find most effective.
Make use of this knowledge and invite your employees to help you develop your brand.
2. Create Your Image
Existing and potential customers will recognize your brand by the visuals that you share. That’s why your visual assets should be clear, consistent and committed.
Your visual assets include your:
Your visuals should make your message clear and easy to understand. Your customers should not have to do any work to interpret what you’re trying to say to them.
You want to create an image that stands out and reflects your business. This is what people will associate with your work.
For consistency, your image should be recognizable wherever and however it is communicated. For example, your logo should be the same whether it’s on your website, social media platforms or
You also need to stay committed to your brand and your image. It will take time for your brand to become established and recognized. Stick with it to see long-term results.
Most people are creatures of habit and prefer something that they are comfortable with. That’s why it’s important to make your brand recognizable, reliable and familiar. You can only do that by staying committed to your brand.
3. Define Your Brand Story
An essential part of creating your brand is defining your story. It should explain why your brand exists, and why customers should support it.
It should answer these questions:
- What does your brand believe in?
- What problems do your products or services help with?
- How does your business solve those problems?
- Where do you see your business going?
What Your Brand Believes In
Your brand must believe in something. It can feel refreshing and inspiring for your customers and might be something that they have in common with you.
What you believe in should be clear, defined and consistent. It should mean something to you and your customers.
What you believe in is the foundation that you build your brand around.
4. Find What Makes You Unique and Do It Well
What does your company or business do? What makes you stand out? What makes you unique?
This might be:
- The quality of your products
- Your background
- Your beliefs
- Your aesthetics
- Your customers
- Your customer service
- Your way of working
- Your prices
It can be anything that your customers would find valuable.
Create something that is unique to your brand and your company. Make it clear, and make sure you do it well.
There’s no point in building a brand and making promises if you can’t deliver.
5. Update and Monitor Your Impact
So, you’ve created your brand and you know what you offer to your customers. Now it’s time to get it to your customers.
One of the most efficient and effective ways to do that is to tap into the power of social media.
Popular social platforms include:
Find out where most of your existing or potential customers are, and go there.
Create profiles on these social platforms. Make sure that you represent your brand; make the look, tone and messages consistent.
If it works with the brand that you’ve built, you could also use other ways to get yourself on people’s radar.
- If your audience reads newspapers and magazines, take out print adverts
- If your audience watches TV, put out a commercial
- If your audience is on the street, vinyl wrap your vehicles
- If your audience listens to the radio, put out a radio ad
Find your audience and communicate with them. That way, your customers can become familiar with your brand.
6. Get Customers and Influencers To Help
Another great way to get your brand out there is to use your customers and influencers to share your message.
A strong brand is one that people talk about. Potential customers listen to their peers. If they hear good things about you from other people, they’ll be more likely to try you out.
Encourage your customers to talk about you on social media, share your social profiles or write online reviews. If people hear positive reviews from existing customers, they’re more likely to trust you.
Influencers can also be powerful. Get them to post, tweet, blog, vlog, snap and talk about you and your brand. This adds credibility and extends your audience. The more people that hear about the brand, the more people will try your brand.
7. Iterate and Refine
Don’t be scared to adapt. Your brand might evolve and change over time, and that’s ok.
Create your brand identity using the steps above. But then the most important thing is to monitor your progress.
Pay attention to customer feedback, business growth and success metrics. IF you’re not hitting your targets or existing and potential customers are telling you to change, listen to them.
You can test new tactics, strategies and ideas. See what works best with your audience.
You might not get it perfect the first time. But you will succeed if you listen – and respond – to your audience.
Build Brand Identity
For your business to succeed, you need to build your brand identity. Follow these hot tips to create a powerful brand that means something to your existing and potential customers.
While you’re here, take a look at some of our other tips and recommendations for success.