You might be wondering, “What is the big deal about branding?” A strong and recognizable brand can help your business stand out in an increasingly competitive marketplace, for starters. It can also help you to better understand what works well for your customers. But how do you develop a winning brand? The answer is simple: through strategic planning and thoughtful execution.
Branding is the process of creating a name, symbol, or design that identifies and differentiates a product from other products.
A strong brand is one that successfully communicates what the company does, who it’s for, and why people should buy it.
Good branding can lead to higher customer loyalty and increased revenue. It takes strategic planning and thoughtful execution- all to build a personal and recognizable brand.
Branding is essential for businesses to be successful in today’s competitive market, as it can differentiate their product or service from others.
A successful brand demonstrates consistency across all channels, including marketing materials, packaging, press releases, and more. It also includes an established tone of voice with conversational language.
Creating a strong brand is an important step for any business, and it’s not always easy to do! The time spent on branding should depend upon the size of your company- smaller companies might spend less time than larger ones.
Brand consistency can be ensured by selecting one typeface that appears consistently across all materials created for the company and one color palette that is used throughout branding materials.
A strong brand differentiates your product from others, makes it memorable, and aids in customer loyalty.
Here are some questions to consider when building a successful brand: What do you want people to feel when they see your logo? Why should someone buy your company’s products or services instead of a competitor’s? What is your company known for in the marketplace?
Brands can be built by executing strategic and thoughtful planning to create an identifiable personal brand. This includes maintaining consistency across all marketing material, press releases, packaging, and more. It also means selecting one typeface that appears consistently throughout branding materials, as well as one color palette.
Let’s explore five steps that will get you started on building a successful and powerful brand!
Step One: Establish Your Brand’s Purpose and Values
Your brand is the cornerstone of your business. It defines who you are, what you stand for, where your company has been and how it does things. Understanding these points will allow you to develop a clear set of values that support your identity. You can then create products or services that align with those values. It is also important to identify the purpose of your brand. What are you trying to do? In this case, it is building a stronger and more successful company that continues to grow.
Step Two: Determine Your Brand’s USP (Unique Selling Proposition)
Your USP should be a single sentence that identifies what makes your business different from everyone else in the industry and why customers should choose you over a competitor. It is often used as part of an advertising campaign or slogan to create a buzz about your business. For example, “We offer the best deals in town!”
The Honest Company’s USP is: “Honest products for honest people.” It emphasizes the company’s commitment to honesty, transparency, and a modern design aesthetic that appeals to young moms.
Step Three: Set Your Business Goals
Knowing what you want from your brand will help you understand how much time and money you need to invest to achieve them. It will also help you estimate the amount of time it should take for your business plan to succeed and which milestones are most important along the way.
The Honest Company has a goal to be one of America’s top five natural consumer products companies by 2021, with $750 million in revenue and $150 million in profit.
Step Four: Create a Brand Style Guide
A style guide is a document that outlines your brand’s guidelines for things like logo usage, tone of voice, color scheme, and photography choices to make sure every piece of content you produce reflects the same message. It can also include information about how your company should behave externally, such as what your marketing team should wear on the job.
The Honest Company’s style guide includes a list of dos and don’ts for all employees regarding social media usage that states: “Be human! Not every tweet or post needs to be an advertisement.” It also specifies guidelines for posting content about other brands (e.g. “We love the new @Honest products for our kids!”), as well as a list of rules about how to respond to inappropriate comments on their social media channels.
For example, it should be noted that “The Honest Company does not condone using our products for any part of any illegal activity.”
Your guidelines will vary depending upon your company’s needs! For instance, if you have a food company, you’ll have a different set of guidelines than a tech company.
Step Five: Build Your Brand Story
Every good brand needs one! A story can help your business stand out from competitors and make you memorable in an increasingly crowded marketplace. It can also help you stay focused on what is important and motivate your team to work hard for the good of the company.
Create a story about who you are, where you came from, why people should care about you, and how they will benefit by purchasing or using your products/services.
The Honest Company’s story begins with the founders’ personal experiences with the unsafe and outdated baby products available to them. The story goes on to explain how they founded their company with a mission of giving customers “peace-of-mind, simplified shopping and healthier outcomes for families.”
The branding process is complex and requires a lot of time. It’s not something to be taken lightly, but if you want your brand to stand out in the marketplace, then it may be worth investing the effort into crafting an identity that will resonate with potential customers.