How to develop a Brand
Creating a brand is no easy feat. From knowing your audience to finding your message and individuality, it’s hard to develop a successful brand that has a large following. Here is a condensed version of what you need to build a brand, and what we find are the five top ingredients that make a brand work.
1. Know your audience (and your competition.)
You can’t market to everyone, and not everyone is going to need your product. Knowing your audience provides you with the information on how to take your idea and make it something tangible with a purpose and a following. Gathering the demographics of your audience, you’re able to figure out what their interests are, what they need, and how they communicate. Gathering insight into your audience provides the direction & tone of your campaign. You need to know your audience to build something they can relate to.
GET SPECIFIC. There’s no point in trying to appeal to everyone because everyone isn’t going to need your product. Diluting your marketing pool is of no help to you or those who are actually connecting with your brand. No use running after people who aren’t even looking in your direction.
Be aware of your COMPETITION. With as many brilliant people and ideas that are out there, there is definitely some overlap. If there are other companies and brands branching into the area you’re interested in building in, know who they are and what they’re doing. Learn from their mistakes and learn from their successes. How are they reaching their consumers? Is their audience different from yours? Knowing what they do and how they work also leads you to find what makes your brand unique amongst the masses.
2. Find your USP.
USP stands for UNIQUE SELLING POINT. It’s the thing that makes your brand individual, the one thing that differentiates you from all the rest. Your USP is critical because without it how are you any different from any other starry-eyed company that has a similar idea? Without a USP there is more of the chance that you will blend into the background and the slew of other products just like yours. Marty Neumier writes about this in his book ZAG and emphasizes that in a world with an overabundance of similar products and services, people are looking for something unique.
BE DIFFERENT, and be the winner in the sea of like products. People decide what they want through differentiation, and as a by-product, this helps you further narrow down who your consumers are. The USP can be in your product itself or in how you position yourself, but wherever it is, it needs to be strong and at the forefront of your brand. This thing that separates your product is what leads to its recognition and familiarity. Finding your niche positions you to stand out and be remembered.
3. Create your look & personality.
First impressions are always relevant, and a brand is no exception. The persona your brand projects and the personality you create is going to be how you RELATE and CONNECT with your consumers. Not to mention also setting the tone on how they interact with you. For a lot of us when thinking about brands, the visuals come first. How do they look? What do they express? How are they perceived? These are questions you should be asking yourself as you work through your visual branding. How are you going to present your brand in a way that expresses who it is to an audience?
COLORS & FONTS are an essential way that this understanding happens. They are a few of the critical components that come in the overall visual package that subliminally convey so much of your brand. If you want to read more about the impact of font choice, be sure to check out last week’s article where we go more in-depth. Another huge, if not the most important, visual component is your LOGO. The logo will be the first image that your consumer sees that signifies your brand. It needs to be the most memorable. This is how people will recognize what you’re doing and where you are.
BRAND VOICE is also just as important. Your brand is a person, and you need to figure out in what ways they speak and how they interact with others (i.e., your audience.) Conversations with your consumers are through voice, and it dictates in what way they respond to you. Is it casual, formal, business, or fun? Your personality is a reflection of the brand, and it is a reflection of your mission and your connection to your audience.
4. Be Consistent (in more ways than one.)
CONSISTENCY is vital, especially in creating a reliable and trustworthy brand. People can sniff out inauthenticity from a mile away, and you want to be sure to remain constant. Your brand should be visible & reflected in everything that your audience can see, read, and hear. Print materials, online presence, consumer responses, all these different moving parts must be in line with one another and aligned with the message your brand is sending.
BRAND GUIDELINES. Working with a design or branding agency, you will be provided brand guidelines that outline the personality of your brand and who they are. This is how you will remain consistent in coloring, style, and voice of your product. If you don’t know who you are and how you portray yourself, then how will anyone else? The last thing you want is confusion from your consumers, this lowers credibility and removes recognition and familiarity.
CONSISTENT STANDARD. This may seem self-explanatory, but it is imperative that a brand sticks with its brand story and purpose completely. Adhere to a product and business standard, one that consumers know has been met before and will continue to be met. Consistent brands are reliable brands.
5. Build brand awareness.
Once you have the base of your brand set up and you know who you are, you need to get exposure.
EXPOSURE. For a brand to be successful, people need to know about it. With as many different avenues and platforms to build oneself on, it has become easy to create a presence without excessive advertising. There are more ways than ever to get out there and build a following. Social media is a powerhouse in establishing a presence and pushing your brand to the masses. It allows you to connect with your audience on a more personal level and will enable them to get to know the brand. It’s important to attract users with content that they find interesting and want to interact with.
ONLINE and social platforms are a way to amplify your content and remain relevant while providing the opportunity to engage with your audience and understand more of who they are and what they’re looking for. Whether this awareness stems from an infographic, a social media contest, or free merch, you want your audience to have knowledge of who you are and what you’re doing.
Interested in creating a brand, building awareness, or finding visuals that speak to you? Be sure to CONTACT US to schedule a free consultation where our Juicers can help you create a fantastic brand.