How To Build A Brand From Scratch

If you’re looking to launch a business, you likely already know the vital role branding plays in a company’s success. Effective branding can help your business build credibility, reach your target audience, stand out from your competitors, attract top talent, and drive sales. But how does one go about creating a brand identity? We’ve got seven steps to help any new company build a brand that fits their unique business perfectly. Let’s get started.

 

Steps for Building Your Brand

 

1. Define your target audience.

Hopefully you have at least a general understanding of who your target audience is, but now is the time to get specific. Who needs and/or wants your products or services and why? What is your audience’s age range? Do they live in the city or suburbs? What are their concerns? What do they do for a living? What do they do for fun? What methods of marketing do they respond to (social media, email, texting, print, commercials, brand integration, etc.)? What style of marketing and branding do they respond to (formal, informal, witty, humorous, serious, edgy, motivational, etc.)? Defining these details about your target audience is the bedrock of building a brand that can effectively communicate with and attract those specific consumers. This first step will help you make decisions about future steps in the building of your brand.

 

2. Identify what sets your brand apart from its competitors.

Identifying the specifics of what sets you apart from your competitors will greatly influence your branding strategy. Does your product or service solve a specific problem or offer a solution to consumers? Does your company go about business in a way that other company’s don’t? How is your product or service better or more sustainable than other products or services on the market? Do you have a unique story that sets you apart from other competitor companies? Like step #1, this process of identifying what sets your business apart from others is quintessential homework before you dive into crafting your brand.

 

3. Define your brand’s name, slogan, mission, and vision.

Now that you’ve done some groundwork, it’s time to dive into the creative elements of your brand. Your company’s name, slogan, mission statement, and vision statement are all calling cards for your brand that help communicate what you offer, why you offer it, and what makes your products or services special. These elements are tools that can be used in your future advertisements, social media pages, website and/or online marketplaces, and more. Your brand name and slogan will help customers remember you, while your mission and vision will inform consumers about what drives your company on a deeper level. When crafting these elements, remember to take into consideration your target audience as well as the things that set your brand apart from your competitors.

 

4. Establish your brand’s voice and archetype.

While crafting your name, slogan, mission, and vision, you may start to realize that a specific style of writing might be coming through. This is a good time to consider what your brand’s archetype and voice are. A brand archetype is a categorization of your brand’s persona as defined by human traits. There are 12 primary brand archetypes: The creator, the sage, the caregiver, the innocent, the jester, the magician, the ruler, the hero, the everyman, the rebel, the explorer, and the lover. Considering what your brand offers and how it goes about conducting business, which one or two archetypes fit your company best? Defining your brand’s archetype(s) will help you hone your brand’s voice, which dictates the style and tone in which you will communicate with your audience via social media, customer service, advertisements, and more.

 

5. Create your brand story.

Now that you’ve defined your brand’s name, slogan, mission, vision, archetype, and voice, it’s time to delve into your business’s unique story. Consumers want to connect with brands on a personal level. They want to know how the idea for a product came to be, what drives a business, who the people are that make up a company, where a customer’s money goes when they make a purchase from your business, etc. How might you introduce a human side of your business through your brand story? This is an opportunity to connect to your customers on a deeper level. What do you want to say?

 

6. Design your brand’s aesthetic and style guide.

You’ve tackled the written elements of your brand. Now we dive into the visuals. A brand’s look can be incredibly influential when it comes to turning potential customers into purchasing customers. Your brand’s aesthetic covers everything from your logo and font, to your website design, product packaging design, advertisement designs, and more. Does a vibrant and playful aesthetic fit your brand? Or would a more minimalistic and calming look better suit the products or services you provide? When choosing an aesthetic, consider what your target audience is craving (or what they don’t yet know they’re craving) when searching for the types of products or services you offer, and also make sure your brand’s look suits its voice. Once you’ve decided on a core aesthetic, create a style guide to ensure consistency as you move forward with your company.

 

7. Share and promote your brand.

You’ve done your research and you’ve crafted and defined the creative elements that make up your brand. Now it’s time to get your business out there. Use your brand elements and guidelines as you announce your new business to the world. Create company social media accounts and e-newsletters that use the aesthetic and voice you’ve defined to engage with followers and potential customers. Share your slogan, mission, vision, and story on your social media pages, product packaging, advertisements, website, and/or other selling platforms. Hand out free samples, give away branded merchandise, or host giveaway contests to generate buzz around your products or services. You’ve worked hard to craft your brand, now it’s time to let it fly.

 

For more ideas on how to help your new brand grow and thrive, check out 5 Ways to Increase Brand Awareness, 5 Ways to Build Customer Trust, and How to Boost Online Sales. And if you’re looking for customizable branded products to add to your new business’s offerings, TVCMALL is here for all your supply needs!