How to build a brand?
Why is Branding important?
In today’s modern world it’s more competitive than ever, so brands need to do more to stand out. It’s no longer good enough just to have a great product or service and a talented team, the brand needs to connect on an emotional level too evoking feelings which are often intangible.
Storytelling is key, as it has been since the dawn of man (and woman), as it’s the most effective way to communicate messages, build trust, connect, coerce and convince the listener to ultimately believe. This must be consistent across all touch-points with the audience and honest as authenticity is paramount. Just think about your favourite brand and why you love them? John Lewis, Apple, Airbnb and Innocent often come to mind, but it could be anything.
What are the most common challenges?
- Budget is tight. Many start-ups have so many things to pay for and little investment or revenue to play with. But good branding does not need to cost the earth. Focus on the Brand Story, the strategy and thinking behind to style, and the rest will fall into place. If your message is clear the look and feel will be easier, quicker and therefore cheaper to produce. And the best bit is that strategy is about time and thought, so if you truly believe in what you’re doing and you have an experienced guide, you’ll be able to get things in order pretty quickly and affordably.
- Form over function. Too many start-ups focus on the styling of the brand before they really understand what they want and need to communicate. This often means that the brand does not quite connect with the audience, despite it looking good. It does not set itself apart from the competition and doesn’t have a strong brand position, so again, think strategically and take time to get this right before the pretty stuff happens!
- Start-ups often look for perfection overnight. If funding or sales of a substantial amount are not in place, don’t be afraid to try minimum viable products for your brand. This could be as simple as using online logo generators or working with a freelancer in another country. The key is to make sure this is not the end of the road and that plans for success are made. Start-up life is a journey, it often take 1–2 years to establish a new start-up (and that’s quick) so use this time to experiment and iterate so when the world is really looking, you are ready.
Top tips when building a brand?
Start with your Value Proposition
The first step of budget friendly brand building is understanding your Value Proposition before designing anything. This is simply the offer you have e.g. your product or service and the customer segment you want to attract. What is your gift and who will receive it? From this, a designed identity and other visuals will be more appropriate and easier to create.
Conduct Market Research
You’ll want to get things right first time so follow the old rule, measure twice and cut once. Conducting research like online surveys, focus groups (with 10 people and some pizza), one-to-one interviews, start talking with your audience via social media or just simple desktop Google searches, help to line up your ducks in a row so you know the audience and your customer problem to solve inside out!
You may need a professional designer to complete your project, but by finding examples and understanding what works and what doesn’t, you’ll help speed up the process and hence reduce costs. The better the brief, the more likely it is your brand will be effective and the less time you’ll spend getting there.
You need to take risks to do great things. This might be as simple as networking to make the right connections, or speaking in public at events to stand out from the crowd. Try not to list too many tasks as incremental improvements win the day…there is no such thing as an overnight success.
Focus on your Wow!
The things you decide to emphasise as your differentiator can depend on many things, including your industry and your work so far. Some examples could include amazing statistics, case studies, the number of happy customers, testimonials; it could also be an impressive innovation or award, or even the expertise of your leadership or staff. Whatever it is, be different. Make it easier for your customer to make the choice over you or your nearest rival…if it doesn’t matter it’s just a 50/50 coin toss.
Michael founded The House creative agency in 2009 and has been a Brand Strategist for nearly 20 years working with emerging and established organisations around the world like NHS, MTV, Diabetes UK, Sanyo, Fairtrade and Nokia to smaller startups like Franklin Scholars, Mixcloud and Olive Branch. Michael has won awards for his work and helps clients find their full potential, taking them step-by-step through their projects in partnership with them. Graduating from courses at Central Saint Martins, UWE and Oxford University, Michael loves working with entrepreneurs and hopes to pass on his skills and expertise on to help them be the top 10% of organisations that succeed.
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