10 Simple Steps for a Successful Brand Building Process

Make no mistake about it; a recognisable and lovable brand image is the most valuable asset a business can have.

According to a Nielson survey, 59% of consumers prefer to buy new products from brands familiar to them. Think about it. When you buy running shoes, you will go to the same few businesses and rarely try out new ones.

So what does this mean to you? As a small business, you are competing against the big brands who have thousands of devoted customers and unlimited marketing budgets. That is why you will need to find various ways to differentiate with a robust brand building process of your own.

What is a brand?

Simply put, your brand is defined by how customer’s see your business.

A successful brand has to be consistent in communication and experience, across many applications:

What is brand building?

The definition of brand building is to generate awareness about your business using marketing strategies.

  • User Experience (i.e. your website)
  • SEO & Content Marketing
  • Social Media Marketing
  • Email Marketing
  • Paid Advertising (PPC)

How to build a brand

1. Determine your brand’s target audience.

Who are you trying to sell to? Is it single mums, business owners, or is it people who play a specific game. No matter who your target audience is, you will need to have one in mind. If you don’t, stop reading now and come back when you do.

Other Examples:

  • Age
  • Gender
  • Location
  • Income
  • Education Level
  • Motivations
  • Goals
  • Pain points
  • Influencers
  • Brand affinities

2. Establish a brand mission statement.

Have you thought about your brand mission? What is your businesses goal? How will you know what you’ve done has been successful?

Example:
HBHostings mission statement is “To be Australia’s best web hosting provider excelling in customer service.”

Nike’s mission is: “To bring inspiration and innovation to every athlete in the world“.

3. Research brands within your industry niche.

You should never copy or imitate what your competitors are doing, but you should see what they are doing right and what they are doing wrong, and do it better.

4. Outline the key qualities & benefits your brand offers.

What makes your brand the best?

Examples:

  • More authentic and transparent customer service
  • A better way to support productivity
  • Reducing costs with a more affordable option
  • Saving time on daily tasks

5. Create a brand logo & tagline.

A strong brand style guide will include the following things:

  • Logo size and placement
  • Color palette
  • Typography and fonts
  • Iconography
  • Photography/image style
  • Web elements

6. Form your brand voice.

A brand voice could be:

  • Professional
  • Friendly
  • Service-oriented
  • Authoritative
  • Technical
  • Promotional
  • Conversational
  • Informative

7. Build a brand message and elevator pitch.

This part of the brand development process goes beyond your logo and tagline to define the critical aspects of:

  • who you are,
  • what you offer, and
  • why people should care.

8. Integrate your brand into every aspect of your business.

Your brand image never stops. Whether they walk into your office, go onto your website or see a facebook post about you, they should instantly know which business they are dealing with.

9. Stay true to your brand building.

Unless you decide to change your brand into something more effective based on measured consumer response, consistency is key.

10. Be your brand’s biggest advocate.

If you won’t advocate for your brand, who will?

No one knows your brand better than you, so it’s up to you to spread the word.

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