5 Tips to Building a Successful Brand
Your brand consists of your company’s message, image, combination of colours and your logo to create an identity for your product(s) and/or service(s). By building a successful brand, you help your existing and potential customers differentiate your business from your competitors. Building a great brand from scratch doesn’t happen overnight. It’s a long process that requires a lot of effort on your part, but it’s definitely worth it as it will help you create loyalty and a competitive advantage.
Define your brand identity
Your brand is your company’s personality and voice. It should be able to tell your story and help your customers—current and potential—see the values your business represents. Having a well-defined identity will help your patrons and employees relate to your business.
Take time to think about your core values. Think of why you started your business and why you’re doing what you’re doing today. Write your thoughts down and use these notes to create a few—not more than five—powerful statements that best define the purpose of your business. Next, use these statements to create your mission and vision. Well-defined mission and vision statements will be in the center of everything your company does and will help you build a great work culture around your brand.
Here are a few examples of some great mission statements:
Prezi: “To reinvent how people share knowledge, tell stories, and inspire their audiences to act.”
Tesla: “To accelerate the world’s transition to sustainable energy.”
Uber: “Transportation as reliable as running water, everywhere for everyone.”
Define your brand tone and voice
When speaking to your customers your tone and voice should remain constant across all communication channels. , The tone and voice of any message during every point of contact with your organization should be consistent with your brand personality, regardless of who picks up the phone or answers an email. Same goes for your website, social media, marketing slicks and your ads. Consistency should help create a consistent brand experience which in turn will create real brand identity.
Think of your brand as a person. If your brand could talk, how would it sound? Pick a few words to describe your company’s voice and tone. For example: trustworthy, friendly and enthusiastic. Now think of all the verbs, nouns and adjectives that project these characteristics. Communicate them to your teams with relevant examples and make sure they are being used in every communication.
Define your visual identity
Picking a well-thought-out color palette along with a creative logo can go a long way for your business. For example, “light medium robin egg blue” is Tiffany’s trademark color and is recognizable across the globe. Another good example is the “brown and yellow” combination of UPS trucks and uniforms. Make sure to do an extensive research before you make your final color choice. Colors mean different things in different cultures so be mindful and make sure you understand the emotions some colors may evoke.
Some companies use similar well-known brands colors in the packaging of their product to confuse the customers and influence their behaviour. That’s why most global brands have their iconic colors trademarked to protect their brand’s value.
Create a distinct logo
Now that you’ve picked your color scheme, it’s time to come up with a great logo. Your logo is a symbol or a mark that helps people identify your products. Think of your business name and the products or services you sell and try to incorporate them in your logo. For example, Fox Coffee clients would recognize a distinct orange color along with a fox tail and make a subconscious connection to their local Fox Coffee shop.
Tell your brand story
There’s a story behind every business. Make sure you tell yours! Telling your story will help you build trust and create an emotional connection with your audience. Think of the times your company, product or service made a real difference in someone’s life. Think of the times when you just started your business, what you thought and how you felt. Tell your clients who you are and what you stand for. Take this opportunity to incorporate your company’s values, mission and vision in your story.