When it comes to creating a successful business, branding plays a key role. However, building a strong brand identity, especially from scratch, requires enormous effort. Before we even get into what’s involved, let’s look at exactly what a brand is.
What Is a Brand?
When most people think of a brand, they think of a company’s name and logo. In simple terms, yes, that is a brand, but it goes much deeper than that. In a sense, everything that pops into your mind when you think of a specific company is all part of that company’s brand. Going beyond the name and the logo, the brand encompasses anything that’s associated with the company and product – fonts, colors, tastes, smells, and reputation are all things that factor in. Consistency might be the most crucial factor of all because people need to know what to expect from your brand.
How To Build a Brand in Six Not-So-Simple Steps
1. Research Your Audience and Competition
What do the people want that they’re not getting? This is less about branding than it is about good business sense. Your brand isn’t going to go anywhere if your business is a dud from the start.
2. Choose Your Focus
You can’t please everyone, at least not when you’re starting out. Choosing a singular focus will help guide all your decisions. Make sure your focus shines through, especially if there’s a message or a cause (climate change, carbon footprint, etc.) at its core.
3. Choose Your Business Name
This is both the most fun and most terrifying step. It’s the one you’re going to overanalyze and pick apart. There really aren’t any wrong answers but do your research and make sure the name is available everywhere – especially the domain name – and that it’s not too similar to something else. Run your name by close friends and associates whose opinions you value.
4. Come Up With a Slogan
Like the name, you’re going to pick this one apart, but keep in mind that it’s not set in stone. Companies change their slogans all the time. You want something brief, so it’s not a mouthful, and catchy, so it will stick in consumers’ minds.
5. Design Your Aesthetic
Your aesthetic is vital, because this will make the initial impression, even before a customer reads the name of your business. Think of all the businesses out there that you can identify just by spotting their look and color scheme in the corner of your eye. Keep in mind that whatever fonts and colors that you go with are also going to be featured on your website, so it needs to look good there, too.
6. Design Your Logo
This is the big one. Your logo needs to be pleasing, unique, and instantly recognizable. A good logo doesn’t even need a company name next to it. There are a variety of ways to go, such as an icon, wordmark (think Facebook, Wal-Mart), emblem, mascot, or just abstract.
