Hi, this is your friendly neighbourhood Digital Marketing Auditor again, and today, I want to talk about a subject that is very close to my heart—BRANDS. Now, if you have surfed through the web in the last few years or just scrolled through any digital or print media, then this is a term that you would have surely come across. Why? Because it is fundamental to every business’s success.
Have you ever wondered why some businesses are instantly recognisable & trusted while others often struggle to make a mark, regardless of how great their products are? It is all because of their branding.
A brand is not just a logo, its tagline, or anything such – it is the essence of what your business represents. It is how your customers perceive you, the emotions they associate with your products, and even what you stand for. Now, if you are feeling a little befuddled, then don’t worry; this post is just for you. Here, I have explained what I believe a brand is, why it is important, and how to go about creating one. So, without any further ado, let’s get right into that.
What Is A Brand?
Let’s tackle the crux of the matter at hand.
At its core, a brand is basically the identity of your business. It is not just your logo or name, but the overall perception your audience will have about your business.
Now, one question I am often asked about is just what is actually under a brand. What are the elements that “make” a brand? And while there are several key elements, here are a few that are the most prominent.
- Name: The word or phrase by which your business is known
- Logo: The visual symbol that represents your brand
- Tagline: A catchy phrase that conveys your brand’s essence
- Overall Identity: This includes your brand’s colours, fonts, and design style, which all work together to create a cohesive image
Do note that – and it is something I have mentioned earlier as well – there is a lot more to a brand than just elements. However, it is also true that these are fundamentals of creating a brand.
Brand vs Branding
Another common issue with brands is how often they are confused with branding. I have already shared about brands, but what is branding? Simply put, it is the process of creating and maintaining the brand identity.
Branding involves the deliberate actions you take to shape how your brand is perceived, including marketing strategies, customer service, and product quality.
Why Is A Brand important?
The next question I am often asked is about the importance of branding – and trust me, it happens quite a lot. There are many ways I can answer this question, but what I have found in my experience is that the best way to underscore its importance is by listing out its benefits. So, let’s do just that, starting with —
1. Customer Recognition
The most significant advantage of creating a brand is the instant recognition factor it generates. A strong brand will help customers easily recognise and remember your business. Think of iconic brands like Coca-Cola, Pepsi, Nike, and more—their logos and colours are instantly recognisable.
This kind of recognition also makes it easier for customers to choose your products over competitors, as they can quickly identify your offerings amidst a sea of options.
2. Trust & Credibility
Those in B2C and even B2B businesses understand that trust is a key factor in any purchasing decision. A well-established brand builds credibility with your audience.
Also, consistent branding conveys professionalism and reliability, reassuring customers that your business is legitimate and trustworthy.
3. Competitive Advantage
This digital age has truly been a boom for businesses. It has allowed them to expand their product to their audience like never before—now, they are able to reach markets they never thought possible. However, it has also made it easier for your competitors to do the same. So, what can you do to gain that competitive advantage? By creating a brand, of course.
In today’s crowded marketplace, standing out is vital. A unique brand differentiates your business from competitors by highlighting what makes you special. It would communicate your unique selling points and value propositions, helping customers understand why they should choose you over others.
How To Build A Strong Brand
We have covered the what and the why of a brand until now, so let us turn our focus to the how—more specifically, how to create a strong brand. And in my experience, here is how you can lay a solid foundation for that —
1. Research & Strategy
Before you start with the fundamentals of branding, i.e. start creating a logo and such, you need to first do a deep dive into the market. What does this mean? Well, here are some questions you need to ask —
- What are the trends in the market? Where are the gaps?
- Who are your ideal customers? What are their pain points, desires, and behaviours?
- Who are you up against? What are their strengths and weaknesses?
- What makes your business special?
2. Creating The Visual Identity
Your visual identity is often the first point of contact between your brand and potential customers. It needs to make an impact. Here is what to focus on:
- Create a distinctive, memorable logo that encapsulates your brand essence.
- Colors that reflect your brand personality and even resonate with your audience
- Fonts that align with your brand character
- Develop guidelines for the types of images, illustrations, or graphics you will use across your brand materials.
3. Set Brand Voice & Tone
How you communicate is just as crucial as how you look. Your brand voice is the personality and emotion infused into your brand’s communications.
- Define the personality of your brand. Is it friendly and casual? Professional and authoritative? Your brand voice should reflect this.
- Create a tone guide
- Create a list of words and phrases that align with your brand, as well as those to avoid – this is known as developing a lexicon.
- BE CONSISTENT
4. Develop A Brand Story
Every strong brand has a compelling story. Your brand story goes beyond what you sell – it is about why you exist, what you stand for, and the value you bring to your customers’ lives. So, create one – preferably before you launch your brand in the market.
Final Words
There you have it, folks—my take on the essence of branding. Building a strong brand isn’t just about a catchy logo or a memorable tagline; it is about creating an identity that resonates with your audience. And yes, it might be a hassle creating one, but once done, it will drive recognition, build trust, and give you a competitive edge – not too sleazy, is it?
So, take the time to research, plan, and consistently deliver your brand’s message. As always, if you have any questions or need guidance, your friendly neighbourhood Digital Marketing Auditor is here to help. Let’s turn your business into a brand powerhouse!
