Businesses are always looking for ways to differentiate themselves from their competitors. Most companies know they should have a brand, but they are not sure what that means and how to do it. Whether you are planning an elaborate advertising campaign or just want an informative website, a brand is essential. The following are 5 steps to build your brand, one that reflects your unique business.

What is a Brand

Start by learning what a Brand means. “A brand is a name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers” (American Marketing Association) It explains who a company is and what they stand for. It tells prospective customers what a company will deliver. A brand can include a mission statement, history and value proposition.

Your company brand is the collection of all elements you create to portray your business’s personality and your promise to clients. A clearly defined brand identifies the right tone for the organization, understands its current and aspirational perception in the market, and guides the creation of materials that effectively communicate who you are and what you do.

In short, your brand is the indelible impression you make upon your audience.

Your brand contains several parts:

  • A unique differentiation between your company and the competition that will in some way offer a distinct benefit or advantage to your prospects. It is the reason to choose you over another.
  • Your graphic identity, the style of which should visually support your brand.
  • Messaging that communicates what your brand stands for simply, clearly, and consistently.

Branding is essential in a competitive marketplace for companies of all size.

Determine Your Company’s Brand

You may think that figuring out your brand is challenging. It can be difficult to identify what makes your business unique and a better choice—especially when competitors are offering the same services and making similar claims.

There are a number of things to consider when creating your brand. Identify your audience. Learn who they are thoroughly. Think about what your business does consistently better than others. Tell your story. Why was your company formed and what are you passionate about? What is unique about your company culture?

There is an excellent chance that somewhere buried in that information is the soul of your organization’s brand.

Build Your Brand

No two brands share the same story. Tell the “why” behind your firm. Think about why your company was formed and what you do or sell that will help others.

When you identify what makes you different, you can build your establishments’ brand around it. It’s what you will be known for, and the promise your brand represents. You should communicate what your brand stands for simply, clearly, and consistently.

Most importantly, your brand must be based in truth. A brand built on who you’d like to be, rather than who you are, is only a façade.

Create a Tagline and Logo

Your tagline and logo are part of your brand. Each supports your message in a different way.

Your logo is another major element in learning how to start your own brand. Alongside your name, your logo will be one of the first things your customers recognize in your brand.

Your logo should be easy to understand and relate to what you stand for. It is usually best to work with a graphic artist to create your logo.

While a slogan is an optional part of the brand-building process, it can be invaluable for reinforcing your brand position. A good slogan will tell your audience what they need to know about your company. When building your slogan remember to use your brand voice to make it memorable.

Build Your Website Around Your Brand

Now that you’ve determined and built your organization’s brand and created a tagline and logo, it’s time to communicate your brand to the world.

Your website is a powerful showcase for your brand. It is your opportunity to reach the widest audience and make the case for choosing your outfit over others. Some things to consider when building your website are:

  • On the homepage, less is more. Provide visitors with top-line information and enable them to click deeper for more.
  • To that end, keep homepage copy short and to the point. Put your firm’s brand differentiation right up front. Why someone must choose your firm. But keep it short. You can elaborate elsewhere on the site.
  • Use clean easy to read design.  Visual appearance makes a strong impression. Use a fresh, functional style that aligns with your brand.
  • Select images carefully. Pictures and graphics supplement your copy. The copy ties back to your visuals, they work together to amplify your message.

5 Steps To Build Your Brand

Consistency is essential in building a brand. And building a brand is much more than picking a name and designing a logo. A clearly defined brand sets the tone for a firm. The right branding connects with your customers on an emotional level. It’s what sets you apart from the competition and keeps people coming back for more. Just follow these 5 steps to build your brand.