One of the most important yet intimidating things you have to do when starting a business is building your brand from scratch. But with the right strategy, you can easily create a powerful branding that would help you stand out and gain your customer’s trust.

Whether you’re just beginning to build your business or you want to upgrade an existing one, we can help you get started with the basics of building a business brand in 2021. But first:

What is a brand, really?

Many starting entrepreneurs think that a brand is just your company’s name, logo, or slogan. Although they are a part of your brand, they’re not exactly everything that it is.

A business brand is your identity and your reputation in the industry. It’s how customers perceive your products, services, or company; what comes to mind when someone mentions you.

Competition is tough nowadays, and what separates you from everyone is a brand that’s authentic, consistent, and unique. It helps you connect with your customers, giving meaning to your company’s promises.

How to build a brand - a step by step guide

Building a brand can be a simple process. And even as the industry gets more competitive, you are still free to define your company. However, it will reflect your values. It doesn’t matter if you revisit the steps we have below a couple of times before perfecting a brand that feels right to you, too.

Just remember that it takes a lot to make all your business elements work together, so don’t be discouraged when you encounter setbacks. That said, here are some steps to follow when building your business brand:

1. Know who you are as a company and what you stand for

Does your company promote veganism? Do you aim to contribute to a specific group of your community with your products? What are your core values as a company? What do you want to be known for?

With a clear vision, you establish an identity that’s specific to your company. It gives your business a personality where your target audience can resonate with. Here are some things you need to keep in mind as well:

• Differentiating factor - You always have to know why your customers would need your company, along with what distinguishes it from all your competitors. A good product solves a specific problem. You have to show your customers how your products are better than what is already in the market.
• Company name - Your company name is one of the most important elements of your brand. If you already have a company name, you can check if it satisfies the following: easy to understand and remember, can grow as your business does, and helps explain your products. Some of the common styles of brand names are a combination of two words (Facebook), acronyms or abbreviations (HBO), or adaptation of a common word (Apple).

2. Know your target audience - including your competition

You may have gotten to know your target audience as a part of your intensive market research. They are the answer to “Who will I make my products for?” and will ultimately decide if your products or services will make it to the mainstream. Knowing your target audience will help you come up with innovative ideas that will make them choose your product instead of your competitors.

The people you compete with are also a part of your audience. Try to observe how these modern businesses represent themselves and know how you can creatively incorporate their successes into your strategies.

3. Know the branding assets you would need

Your branding assets are your main tools to stand a chance against your competitors. But what exactly are branding assets?

Every brand element — color scheme, overall theme, and fonts, become assets when they help you identify your brand and connect your audience with it. For example, when people see your logo and remember your company even without having to see your name, it means that your logo is a brand asset.

Different companies have different assets, so you have to identify what brand assets you will need to establish. Here are some examples:

• Logo - Your logo doesn’t just have to look nice; it also has to reflect the message of your brand. Your logo design should also be flexible and scalable to different sizes.
• Images - Your product photographs should create a unique imagery that helps distinguish your brand. To achieve that, it may be wise to hire a professional photographer to help you conceptualize and make a consistent theme.
• Slogan - What comes to your mind when you say, “Just do it? It reminds you of a certain company, doesn’t it? Slogans are catchphrases that immediately remind your customers of your company. It usually is displayed in your ads, social media pages, and company website.
• Color scheme - What do you want your customers to feel when they see your brand? In general, different people perceive colors based on personal experiences, among many other factors. While this makes its meaning subjective, businesses tend to follow standard color psychology to invoke emotions from customers. For example, fast food chains often use a combination of the colors yellow and red to invoke excitement and warmth that associates with their food.
• Typography - Fonts help you portray your brand’s message. Choose 1-2 font families that would convey your brand’s overall mood. This will help you avoid confusion and clutter, especially on your company website, brochures, and even business cards.

4. Know what your audience will say about you

When you target a specific audience for your company, you have to listen to what they say about your brand. Grow your business both from criticisms and praises, and bring your brand as you evolve. Staying connected with your customers will help your company stay relevant as the market and trends continuously change.

Building your voice

Establishing a successful brand will help define your voice as a company. While perfecting your brand takes a lot of time and resources, it’s definitely worth allocating your team’s time. Continue improving your brand system as you observe the most successful companies and their strategies. Build a voice that will lead your company to a bright future.

Does your business need event planners? Read ”Who Needs Event Planners?” to find out.