Think of a category and then think of a brand within it. What made you think of that brand? Is it an unmissable logo or a catchy slogan? Or is it the unwavering quality of their offerings? Brand building involves different aspects of what your business stands for and promises to deliver. A strong brand identity helps you deeply connect with your audiences, create recall, and, thus, surpass the competition.
What is brand building?
How people perceive your business is your brand. The brand building process is about creating a unique image for your business. It starts with a strategy to define your brand’s relationship with its customers and how it will get there over time. A brand building strategy will help you be consistent in communication and experience across environments and assets, such as print and packaging, customer service, or social media.
6 Simple steps to build a successful brand
There are different ways you can build a strong brand. But here are six steps to get you started on a successful brand building journey:
Step 1: Determine Your Target Audience
The first thing you need to know when building a brand building strategy is your target audience. You can determine your audience based on age, location, interests, etc. This will help you define what you communicate, where, and how, so your audience can deeply relate to your brand. Depending on your target audience and their needs and aspirations, you can create a brand persona that resonates with them. Over time, your brand will need to evolve with your target audience to stay relevant.
- Pro tip: Start with smaller, specific sets of target audiences. As your brand awareness and loyalty grow, you can expand your audience base to include more diverse groups.
Step 2: Define your brand mission
Your mission and vision statements describe why your brand exists and what it is passionate about. The brand mission is what you promise to do and how you will add value for your audience. It also dictates how you execute your brand strategy daily. It will guide your branding process across channels. All this should help you achieve your brand vision – what you want to be for your audience.
Step 3: Research your competition
Every brand has its unique selling point (USP). Analyze your competition and find out what works for them, what does not, and where your brand can do better than them. The brand building process should focus on that differentiating factor. This will help you define what can set your business apart and use it to your advantage in branding and marketing. Competitive analysis is a continuous process that helps you:
- Define and refine your USP
- Improve your products and services
- Encourage research and development (R&D)
- Benchmark your branding and pricing strategies
- Identify business opportunities and threats
Step 4: Create a strong value proposition
You have studied your markets, competition, and audiences. Use this knowledge to clearly define what your brand offers and why your audiences should only choose you – what makes your brand unique and valuable. Include this value proposition in your marketing communication across channels to create a successful brand. For example, PayU’s scalable and robust platform makes it one of India’s best payment solutions providers.
Step 5: Set your brand markers and guidelines
Brand building is all about making your business recognizable and memorable. And it is done by playing on the human senses, particularly with visuals and sounds. Think Coca-Cola logo or Nokia jingle. Creating such unique and remarkable markers will create a special place for your brand in your audience’s minds. Once you have done that, document how your brand will be represented across channels. These guidelines will ensure consistency and quality.
Step 6: Market your brand
The last step is to tell the world about your brand! Set a definitive marketing strategy and create noise on channels your audiences frequent to grab their attention. Using your brand guidelines and marketing strategy, you can communicate with your audiences in relatable and engaging ways.
Apply your branding in every piece of communication, from packaging to stationary and website to marketing collateral. Identify new channels such as email, web, and affiliates to promote your brand.
Brand building is an ongoing process; you need to revisit it every now and then to ensure your branding is maintained consistently. The process requires expertise, and it is best to get professional help to get the best out of your efforts. You can learn more about branding in our blog on the importance of brand guidelines.
Frequently asked questions about the brand building process
What is brand building?
Brand building is creating awareness and promoting a business using different strategies and plans. In other words, it is building and displaying a brand identity through different campaigns such as on social media, websites, and events. Branding is essential for a company as it is what people see and think about it. It is your logo, tagline, ads, everything!
Helpful articles related to brand building:
Why is it important to build a brand?
Branding is important to build recognition and trust. This can help you acquire more customers and their loyalty over time.
How to plan a brand building process?
You can start with the six simple steps mentioned above to build a successful brand.
What is a brand roadmap?
A brand roadmap comprises concepts and strategies you can follow while building your brand. It includes goals, objectives, and ways to achieve them within set deadlines.
How can you build a strong brand?
We can build a strong brand with various methods and strategies. To start with, one needs to conduct a brand audit of the company. This includes a thorough competitive analysis and identifying your brand’s USPs. Make sure you are original and authentic across communications. Re-analyze your strategies regularly so you can maintain your brand identity.
How does advertising help in brand building?
The motive behind branding is to build recognition and attract more customers. Advertisement plays a great role here. It helps businesses remind their consumers of their presence. Advertisements help build brand salience. It reminds people of the product or services offered by a business by looking at its logo or advertising campaign.
What is brand reputation?
As the term suggests, brand reputation is how people see your brand. Do they see your brand as fun and quirky? Or do they see your brand as an authority in your industry? A good brand reputation means consumers trust you and like your offerings.