"Brand" and "Business" are two different words that are sometimes used interchangeably.
However, everyone can create a business. But, there's a lot that goes behind building a brand.
A brand is a feeling, and it is how people feel when they see or talk about your company. It is a potential marketing tool.
It doesn't matter if you're rebranding your existing business or starting a new one; this article will help you know exactly how to build a brand and not just a business.
Steps to building a brand
1. Know the purpose of building your brand
Ask yourself---Why are you even considering starting a business?
Yes, earning profits is the Primary Purpose of a business. However, you need to know your business objective for building a brand.
Dig more profound than just earning money and think beyond your product and services offerings.
Once you find your brand purpose is when you can craft a better mission statement for your business. It would be best if you found the 'Why' behind building a brand, and it will be the ultimate point of differentiation for your company.
2. Who's your target audience?
Find out who is willing to buy your offering?
Knowing your target audience is a vital part of branding, and you're aiming in the wrong direction by neglecting this crucial branding strategy.
Try to attract your target audience, specifically. Don't try to target the 7 billion population on earth. Identify their problems and the obstacles they face, and then develop a branding strategy to help them steer clear of their troubles.
Branding is a part of marketing. Don't overlook it.
3. Have a unique brand voice
Now that you've figured out your target market, make your audience connect with your brand voice.
But, how do you find your brand voice?
Do you want it to be funny or professional?
The voice of all your brand content must be the same across all the platforms--- Starting from your blogs, social media advertisements to social media content.
For instance, McDonald' doesn't use the same brand voice as Nykaa. A beauty brand shouldn't have the same brand voice as that of a food or retail brand.
4. Narrate your brand story
Create your own brand story. Your brand story must have a purpose and cater to a target audience. In short, it should have all three components, as discussed in the previous points.
The 'Why' of your business must appeal to your audience to listen to your part of the story.
5. Decide the visual elements of your brand.
What about the visual representation of your brand?
Take your time to decide what you want your brand visuals to look like? How do you want people to identify your brand?
We mean the color, logo, font, design, and palette you want to use to design your brand.
For instance, what comes to your mind when you first hear Audi or Nike? The brand logo, right?
Similarly, have a brand representation in mind when building your website or designing your logo. Even a simple font style can help you make a unique brand identity, and the visual elements of your brand show how your brand will be perceived.
6. Figure your brand differentiation
What makes your brand stand out in the industry? Take your time, research and see what your competitors are doing.
By researching and analyzing your competitor's branding strategy, you will know what works and what doesn't.
Please look at what others in your industry are doing but never copy their exact branding strategy and visuals. They already have loyal customers, and it will be hard for you to stand out if you copy the precise method of other businesses.
For instance, if we take the previous example, having similar branding as Nike or Audi will make you a second copy of the brand. And would you want to be recognized as a "second-copy"?
So think twice and find another approach to your branding.
7. Build your Brand
Now that you have a strategy in place, it's time to put it into action.
Go ahead and design your website, optimize your social media handles and establish a presence on all the marketing channels.
It is vital to establish your brand voice before going ahead and crafting your website or social media copy. Without figuring out your brand's story and purpose, you can't write your "about" page.
8. Promote your brand
Once your brand is established, start promoting it.
The promotional strategies vary from business to business. Your clothing business will not have a promotional plan similar to a local retailer.
Every promotional strategy that you use must reflect your branding strategy. Having a consistent brand across channels will eventually result in higher profits, and it must be the same, from billboards to social media ads.
Lastly
Branding is essential to give your business a unique name and face to your brand. And building a brand voice and identity will help you do incredible things.
It will help you increase your price, build trust and keep people coming back to you. Hence, you need to take the proper steps from the beginning to create a unique brand.
Still unsure how to get started with your branding journey?
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