Building a brand
When I first entered the creative industry, I thought a logo was all a business needed. But as my career progressed, I learned there’s so much more to it, this is where a brands identity comes in. Your brand isn’t just a logo; it’s the essence of your business and plays a huge role in whether consumers choose to invest in what you’re offering. It’s the first impression you make, and it sticks with them, influencing how they talk about you to others.
When starting a business, understanding your purpose and values is critical. You need to know exactly what you’re trying to achieve with your product or service. It’s about recognising what you stand for and the impact you want to have on your audience. By clearly establishing your values, you create a foundation for everything your brand does and communicates. A great brand keeps these values at the forefront, clearly telling consumers who you are and what you’re offering.
A key part of building a brand is understanding your audience. It’s essential to know who you’re targeting and how to engage them. Your customers are the ones who will push you forward, so it’s important to connect with them in a way that resonates. Whether that be through research, surveys, focus groups, or even product testing, understanding your audience is crucial. Once you know who they are, you can tailor your messaging across all touch points to build a deeper emotional connection and get your consumers as invested in your business as you are.
Next comes the creation of your brand’s visual identity. This goes beyond just a logo, great branding includes a range of visual elements that are bold, consistent, and easily recognisable. Your logo is important, but it needs to be paired with elements like typography, colour palettes, patterns, and even mascots. Your visual identity extends to how your photography, advertisements, and social media posts look and feel. When people see your product out in the world, they should immediately recognise your brand through these visual cues.
Alongside visuals, your tone of voice plays a major role in shaping your brand’s identity. Once you’ve clarified your purpose and values, you’ll have a clearer idea of how to communicate with your audience. Your brand’s tone should reflect these values and personality. Consistency in tone is key across all touch points, whether that’s in your product, packaging, website, advertisements, or direct conversations with consumers. A well-established tone of voice helps your brand build personality and strengthens the connection with your audience.
Don’t forget the power of a compelling brand story. The most successful brands often have a backstory that resonates with their customers. Whether it’s from humble beginnings or a transformative mission, people want to know the story behind the brand. Having a face behind your brand helps solidify that narrative. A great story shows the journey from your brand’s origins to its mission and vision. This story should tie back to your values and purpose, demonstrating your brand’s growth and potential.
When launching a business, it’s essential to understand your competitors and how they position themselves. Knowing what makes them successful will help you differentiate your brand. Highlight your unique selling points and position your brand as the solution your target audience has been looking for. By understanding what consumers want and need, you can refine your approach to stand out from the competition.
Adaptability is a key factor in moving your brand forward. In today’s fast-paced world, staying relevant is crucial. Regularly assessing your brand’s performance and adapting to the changing needs of your audience will keep your brand fresh and exciting. Great brands are always evolving, offering more to keep customers engaged and invested in what you’re doing.
Building a brand is an ongoing journey, and it requires dedication, consistency, and a deep understanding of your audience. As your brand evolves, continue to refine your purpose, values, and how you connect with consumers. Keep adapting and stay true to your mission, and your brand will become something people can’t help but invest in and believe in. With the right strategy, your brand can rise above the noise and make a lasting impact in the world.