With millions of businesses trying to make a name for themselves, having a strong brand has become crucial to stand out from the crowd. Unfortunately, creating a brand is not as easy as giving it a name and logo and away you go.
So, what’s the secret?
For a brand to thrive, it must be grounded in research and aligned with the overall goals and vision.
A deep dive research piece uncovers insights about where you sit in the competitors sphere, who your audience is, what business models work and how your value proposition will stand apart from the crowd.
Undertaking research is a core part of building a brand from the ground up as it gives you the background knowledge that is crucial for the rest to follow such as your story, logo and messaging.
Once you have the research in your back pocket, you should undertake a workshop where you will uncover information about what your goals are, the overall vision and your core brand attributes.
The workshop is a collaborative process with all key stakeholders. During this workshop, you will find the real answers behind your brand.
Naming can be the hardest element of this overall process. There are a lot of things to consider but it’s important you utilise the outcomes from a brand workshop or research deep dive to influence the name. This could be considering the core attributes of the brand, whether you prefer a name that has defined meaning or perhaps a made up word or acronym.
It’s key that you have a core brand story that is utilised as a foundation for all other elements. Your story represents who you are and what you stand for. It’s important that you tell an honest story rather than just the highlight reel as it will enable people to relate and be engaged with your business as a whole.
Once you know the brand inside and out, it’s time to bring it to life. You’ve got the great name and story, so your next port of call is to design a logo that will become the most recognisable part of your brand. During this process, you need to consider the form of your logo, colour, typography, iconography and any other elements that will define your identity, values and core message. Ideally you want a logo and other elements that are unique, identifiable and scalable.
Tip: Think about how you can create a logo that starts a conversation or encourages people to ask ‘Why?’ It’s a great way to let people know about your story.
Now that you’ve established your brand, you need to embody it through your touchpoints.
One of the most successful ways you can integrate online is through quality content. It’s important that you think about content that showcases your story and emotionally connects with audiences whilst also bringing across key messages and how you can be of value to them.
Ultimately, having a strong brand is critical to a business. Branding can change how people perceive the brand as a whole, can engage audiences, increase awareness and drive leads. At the end of the day, strong brands understand their identity is less about products and services and more about the experience you provide.
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