Generally speaking, there are five building blocks to consider when establishing a brand. It’s not just about what you do or how you present yourself, but a culmination of everything your company represents.
Creating a recognizable and trusted brand takes time, but not as long as you might think. Staying on top of what customers want, and what they want from YOU, will help keep your brand on the forefront of consumer consciousness.
In this blog we are going to break down the five pillars of brand building you must incorporate in order to give your business the best chance to succeed.
The first thing a consumer is going to see when looking at your brand is your logo. Is it memorable, does it stand out, does it give them a positive feeling and is it something that draws them in? These are all things to consider when designing what will act as your company’s signature.
There are multiple different logo aesthetics you can choose from, including wordmarks and symbolic logos. A wordmark is text-based and use specific fonts which represent your brand.
A symbolic logo gets its inspiration from the brand itself, summing up what you do and what you are into a visual representation that will resonate with consumers.
Your brand identity is defined by how you act and what you represent. As individuals we all have unique personalities, and your brand is no different. You will want your brand to have a personality that draws people in and makes them want to do business with you.
One way to establish a brand identity is by using marketing techniques that attach a relatable or fun personality to your brand. If you are all over social media making jokes, for example, your brand identity will start to be attached to that particular vibe.
Your brand identity is also attached to the design of your products and logo. Different colors represent different traits, for instance, so it is important to be intentional with how you design your products and logo.
Utilizing different patterns and shapes also can give your brand a unique identity, eventually making particular symbols become synonymous with you.
Similar to brand identity, branding is the process put into establishing your brand identity. Branding, in essence, is the vision behind your brand.
Your brand identity may not actually represent who you are as an individual, but the process of branding will set the wheels in motion for you to be able to position your company in the market you desire.
A good way to establish branding is to release a vision or mission statement, which lays out your company’s goals, intentions and inspirations clearly for consumers.
In the best of cases this vision will be something that resonates with people and makes them want to give your company business and associate themselves with your brand.
Like anything else in life, once your brand is established it will need to be constantly maintained. It is important to always be evolving and strengthening your brand, and that means paying attention to any culture changes and shifts in public perception.
You will need to stay on top of marketing to ensure your brand doesn’t fall off the radar and continue to work on and improve communication strategies.
Building a brand takes time, but maintaining that brand is where the real long-lasting work comes into play if you want your business to stay afloat.
Who represents your brand matters. We live in a celebrity-obsessed culture, and it is important to have the right people showing off and promoting your product.
It is also important to take care of your brand loyalists. Offering discounts or promotions for consumers who have proven themselves as fans of your brand will strengthen existing bonds and can even lead to new customers joining the fray.
Nobody likes to be left out and you want to create a culture that inspires others to join the party. In the best of cases your brand can be seen as an exclusive club, even though anyone is welcome to partake in the experience.