Imagine you have to buy a computer.
Would you rather buy a reliable MacBook Pro from Apple or a laptop from a generic brand?
For many, choosing Apple is a no-brainer. As a consumer, they’re a much safer and more reliable choice. Apple sold you on the WHY they do what they do not on WHAT they do.
A brand is at the heart and soul of your company. It’s responsible for public perception, which can drive customers and advocates to your brand and allows you to differentiate your company from competitors.
Unfortunately, most business owners don’t know how to build a brand that attracts the right audience.
Building a brand is more than just choosing the right name or making a logo. It’s about creating an entity that changes how people think and feel about your company.
In this guide, you’ll learn how to create a brand that builds trust with your target audience.
What is a Brand?
A brand is a unique identity that differentiates your company from others in the market. It’s represented through elements such as your brand name, logo, design, colors, positioning, and even message.
If something contributes to how others perceive your organization, it’s likely a part of your brand.
How to Build a Strong Brand that Gets Attention and Builds Trust
Now that you understand what a brand is, let’s lay the groundwork for creating one.
1. Identify Your Audience
When it comes to building a brand, it’s vital to know who your core audience is. Think about who you’re looking to serve and what kind of products you’ll see.
For example, instead of targeting dog owners, a pet accessories brand can specialize in helping new dog owners with young canine companions.
Choosing your audience means you can address unique pain points that only these groups of people have.
Identifying who you serve will allow you to build a brand strategy that connects with potential buyers.
2. Develop Your Brand Position
According to one report, 46% of Gen Z feel connected to brands with strong ethics and values of sustainability. 17% prefer brands with a clear point of view, and 21% care about brands with a clear intention.
Consider creating a positioning statement. This is a one or two-liner that stakes your claim within the market.
It should explain what your product or service is and who your target market is. Additionally, the position statement should also have a clear value proposition.
Here’s an example of a brand position statement: “We sell water bottles to help outdoor enthusiasts stay hydrated on the go. Unlike other brands, our water bottle tracks water intake and reduces plastic waste.”
In this example, the main differentiator is their feature of tracking water intake to help keep outdoor enthusiasts hydrated.
Another distinction to make is whether you are a high-end luxury brand or a budget-friendly business. This is key to helping attract the right audience and properly marketing your products.
Ultimately, it’s much easier to create a brand name, logo, and tone of voice when you are clear on your position.
3. Establish Your Visual Identity
You must establish the visual appearance of your brand to help customers identify your company at a glance.
Some of the most crucial elements of your brand’s visual identity include:
- Colors: Your brand colors must include several shades you’ll be using for your brand assets, including your product packaging, social media posts, emails, and website. Colors have a psychological impact on how others perceive your brand. For example, blue represents relaxation and trustworthiness, and red signifies boldness and passion.
- Fonts: Fonts should be readable and represent your brand’s personality. Serif fonts are authoritative and traditional, while sans-serif fonts are more modern.
- Imagery: Consider the types of imagery you’ll have on your website. Nike uses action shots and inspirational images, which help to associate athletic excellence with their products.
4. Design Your Logo
A brand logo is one of the first things your customers will notice. It’s essentially the face of your company and will be plastered everywhere your business is involved. Make sure to create a logo that is easily identifiable, unique, and scalable to all sizes.
Consider all the places where you’ll place your brand logo, such as:
- Product packaging
- Video ads
- Social media
- Physical storefront
Here are examples of logos and why they work:
- Google Chrome uses an abstract logo. The advantage of abstract logos is that you can create your own meaning and bring it to life in your audience’s minds.
- Wendy’s has a mascot logo, which is a red-head girl. It represents coziness, warmth, and homemade food. Mascot logos can add personality and make your brand more relatable.
- Starbucks logo is a green and white emblem of a mermaid. This elegant picture depicts the origin of the chained coffee brand, which was adopted from the movie Moby Dick.
Whether you choose a word mark, an abstract logo, or an emblem, it’s important to design a logo that represents your brand. The easiest way to make a logo is to use a design tool like Canva or hire a designer to make one for you.
Build Your Brand Strategy with a Business Coach
Building your brand doesn’t stop with creating a logo or naming your company. Your brand needs to remain consistent with your company’s value, visual identity, and purpose. Everything from your marketing material to your website design must align with your brand.
Think of your brand as a character in a movie. What personality would they have? What would they look like? And what values do they hold?
The best way to develop a strong brand is by developing a clear brand strategy. The right business coach can help you strategize elements of your brand so that your company can better connect with your audience on an emotional level.
Contact us today to receive personalized consultations on how to grow your business.