The best way to gain success is to have a brand that is known and loved. Not everyone knows how to create a brand to become a household name such as Kleenex, Coke, or Dove. It takes time but it is possible.
Creating a brand identity should be a priority right from the start. Short and long term strategies for how the brand will evolve over time.
Whether you're reinventing your brand or starting fresh, your brand identity should be one of your biggest priorities if you want long-lasting success.
Check out this step by step guide on building a brand that's meaningful and resilient to the test of time. Learn some successful strategies that have helped many of the most well-known brands today and find out what you'll want to avoid.
Who Are You?
Before you can show the world what your brand stands for and who your brand is, you have to have a clear vision of exactly what your brand represents.
Your company mission and vision should provide some insight into this but you'll also want to have a concise and detailed business plan.
You'll also want to create a plain and exact business policy that all your team members from the CEO and board of directors to frontline workers and marketing teams can reference if there is ever a question of what your brand identity is.
How to Create a Brand From Scratch
If you are just starting your business or introducing a new brand to consumers then you'll want to create a business plan and operations manual that easily explains the intended brand identity.
A detailed business plan will include:
An Executive Summary
This will help all parties involved to understand what your company brand is about and why it will be successful.
It should include a company mission and vision.
This will help define what your brand identity is and should be written in a way that attracts consumers, investors, and executives to want to be associated with your company.
Business Structure and Description
This section of your business plan will describe what your products and services your business will provide and how you will go about providing them.
You can get into the details of how your brand will develop and what your identity will be as you grow. This will be helpful to you as you create strategies for operations and marketing of your business.
Your business brand priorities can be listed here. Some brands focus their identity on being socially conscious, others concentrate on environmentally friendly products.
Some brands prefer an identity associated with the economic benefits of using their products and services. While others build their brand around popularity or personal benefits of using their products.
Whatever your brand decides to build their identity around should be clearly stated to avoid any confusion or question of your brand priorities.
Marketing Strategies and Research Data
When creating a brand identity it's important to know what the market is already offering and what is lacking in your niche.
This is accomplished by doing market research. You need to know who your competition is, what they offer, and how they offer it. You'll also want to find out who your consumer base is and what they want from your industry.
When you know what is available in the market and what is not you can find your personal niche. You can focus on providing something your competition doesn't. Whether that is a particular product or service that solves a problem or exceeding expectations in customer experience.
Once you know what consumers want you can develop an appropriate marketing strategy to attract customers to your company. You'll know where you should invest time and money for marketing and where not to.
Personnel, Business Officers and Management Structure
This section will provide details on how the management and employee human resources are going to be. It will list the officers of the business and how to choose management in the future.
The more detailed this section is, the easier it will be for your company to handle employee or management disputes.
Show Me The Money
There should definitely be a section of your business plan that addresses all the financial questions that investors and executives may have about the monetary operations and projections of the company.
This will include profits, expenses, budgets, financial projections and any planned investments or debts.
Potential investors will concentrate most of their attention on this section when deciding whether to take a chance on your brand. You'll want to give them as much detail as possible without inflating or embellishing the numbers.
You want to be as positive as possible when presenting the potential profits but you also want to ensure complete honesty and integrity. This is vital to every brand's success
When creating a brand the most important thing you can do is to ensure brand integrity and honesty.
No matter what your brand stands for if you are caught being dishonest about that identity the public will call you on it. You could find it an insurmountable setback your business can't recover from.
What's Your Story?
Consumers want to know the story behind the brands they use. The internet has made it easy for customers to find out the history of and reputation associated with any brand or company within minutes.
Businesses spend billions of dollars trying to get the attention of consumers around the world. You need to tell your story to set yourself apart from every other company around the world.
You have the potential to reach customers internationally which is great but that also means you're competing with other businesses around the world for each consumer's loyalty.
Tell customers why and how your brand came to be and what it stands for. Explain why your brand believes what it does and what your policy is in providing customers with the best products and services possible.
Actively Manage Your Online Identity
Today it's almost impossible to be successful in any business without some online presence. Whether you have a website or not you may have an online identity you didn't even know existed.
Consumers post on social media in real-time about business experiences with pictures and reviews. If you don't manage and respond to your reputation online you could be hurting your own success and losing customers that otherwise could have been loyal patrons.
Often a bad customer experience can be turned into a loyal lifelong customer if handled correctly. Responding quickly and professionally to any customer complaints or concerns can resolve any issues and turn a disgruntled consumer into a satisfied customer.
Develop a Sense of Humor
Some brands, such as fast-food giant Wendy's, have found a sense of humor is their greatest weapon against their competition and a great way to gain followers on social media.
You have to be careful when trying to make people laugh that you don't alienate other consumers while doing so.
One Brand Voice
Determining what your brand stands for and what your voice is will help all your team members and employees to know what they represent and how to respond to consumers in every situation.
It's important that you have consistency throughout the company when it comes to your brand voice and how services are delivered.
If you don't have one brand voice than you can't develop an actual brand identity because there's an inconsistent message being delivered depending on who the consumer deals with.
Conquer the Online World with Your Brand
Creating a brand identity is easier in many ways today than ever before because of the internet. When you want to expand your consumer base it's important to build an online presence that represents your brand and makes it easy for the world to find you.
This can be done with a comprehensive plan to reach as many consumers as possible through various tools such as a website, business listings, and social media profiles.
Your Website is Your Brand Identity
In today's hectic world consumers want convenience and they find it by doing most of their research and shopping online. They want to be able to find businesses easily and quickly. They also want the same convenience and great service they would receive if they were in a brick and mortar store.
You need a website that is user-friendly, fast, and search engine optimized.
Business Listings and Directories
Creating a uniform business listing on directories like Google My Business will help consumers find you more easily and allow for more reviews to help boost your business.
This is beneficial when consumers are searching on their phones or through voice search services.
It's important that all your business directory listings are consistent so that they are recognized as the same business by search engine algorithms. This means if you spell out the word Street in one listing you shouldn't change it to St. on a different site.
Social Media Profiles
Social media business profiles can help build your brand identity and let you reach new potential customers that you may never have contact with otherwise.
They also give you an opportunity to get some free advertising and to direct social media viewers to visit your webpage. You can promote new services or promotional events through your social media channels. They are also an excellent opportunity to build a relationship with potential customers. Every interaction and opportunity for engagement is another chance to close a sale.
You can gain attention and have the chance to pitch your company to social media connections which gives you a wider audience than if you had to wait for them to find you. This is a great chance to develop your voice and identity as a brand and to help as many people as possible get to know your name and your story.
A strong social media strategy is critical to almost every brand's success in today's world.
How to Create a Brand Blog
If you don't already have a blog for your brand you'll want to create one. Blogs are an incredibly effective tool for attracting new customers, engaging with current clients and ranking higher in search engine results. You can build a reputation as a trusted reputable source for your niche.
A blog is also an excellent way to keep your website consistently updated. This is important if you want search engines to rank you near the top of their search results.
You can also include video and images that will attract interest from followers and hopefully lead to them sharing your link with their contacts. This is free word of mouth advertising and is more effective than almost any other form of marketing you can invest in.
Video and images can set you apart from the competition and keep visitors on your website for longer and more meaningful experiences.
Visual content produces 650% more engagement than text alone.
You can increase interaction and conversion rates by more than 30% by having unique personalized visual content. Stock images and video are fine for some projects but the more completely original brand content you have the better for making your brand a household name.
What's Meaningful to Your Brand
If you want to have a brand that's meaningful then you have to figure out how to create a brand that represents the values you cherish. Develop a plan that will get you closer to your goals whether they are financial, environmental, social, or personal.
Vow to donate a percentage of every sale to a cause you believe in. Create opportunities for your brand to improve your community and the world by allowing your employees to volunteer or sponsoring something like a build day for Habitat for Humanity or another worthwhile cause.
Be environmentally conscious when choosing your packaging and your operational policies. Many companies lose sight of their original goals when they have investors to answer to because the investors are so focused on money but customers, the ones you are really there to serve will expect you to stay true to the values you built your business on.
Your brand will be meaningful if you are deliberate and conscious of the choices you make and you prepare a plan for how you're going to accomplish your meaningful goals.
Know Your Customer and Deliver Quality
If you want to know how to create a brand that is meaningful you need to know your customer and always be committed to delivering quality. Connect with our team today to help you take the next step in becoming the brand you want to be.