How to Build a Powerful Brand From Scratch: A Practical Guide for Modern Marketers
Introduction
In the current commercial landscape, just having a great product or service means little. Customers are inundated with choices; ultimately, what will be the deciding factor in whether a customer chooses one company over another will come down to branding. A strong brand will build trust with customers and create emotional bonds with customers that turn first-time purchasers into lifelong supporters of the brand.
Consider Apple Inc., Nike, and Airbnb. The success of these companies is based on more than just developing cutting-edge technology, shoes, or places to stay; their success is based on the company stories, identities, and experiences they offer.
Lucidpress has reported that having a consistent brand identity presentation across various platforms can improve revenue by as much as 23%; therefore, brand-building from scratch requires businesses to develop an artistic and scientific approach by utilizing strategic marketing plans as well as having a deep understanding of the target market, as well as being able to consistently execute using both of these tools.
Thus, this guide will provide actionable steps to creating a powerful brand from the ground up, as well as providing examples from real-world businesses and insights from industry experts.
1) Establish an Unambiguous Brand Purpose
A successful brand must first have a clearly defined purpose. To define that purpose, your brand must
answer the following three critical questions:
1.Why do we exist as a company?
2.What problem do we solve by doing what we do?
3.What values do we hold as an organization?
Simon Sinek explained what he calls the “Start from Why” principle when he stated that “Companies that provide clarity about their purpose are more likely to inspire greater brand loyalty.”
Example
Tesla is a car manufacturer and has a Mission Statement and Vision Statement to be a leader in electric vehicles. By providing electric vehicles and a sustainable energy source, they are able to inspire others with an equal commitment to sustainability and innovation.
Actions You Can Take
Take a moment to write down one sentence that defines your brand’s purpose:
“We help small businesses grow with simple and affordable digital marketing solutions.”
This statement shall become the foundation of all future branding choices you make.
2) Define and Understand Your Ideal Customer
A brand’s strength lies in the fact that it speaks directly to its ideal customer. Prior to creating your identity, you must conduct some type of research in the following areas to better understand your ideal customers:
Demographics of your ideal customer
Specific pain points of your ideal customer
Common purchasing patterns of your ideal customer
Preferred communication methods of your ideal customer
According to marketing research done by HubSpot, creating actual people as buyer personas will allow you to develop a better marketing strategy as well as achieve better results when delivering your marketing message(s).
Illustration of the Brand
Spotify has established its branding strategy on young, digitally-driven music audiences by concentrating on personalization in addition to mobile experiences.
Actionable Step
Develop three to five buyer profiles including:
Age
Job title
Motivational factor
Difficulty factor
Preferred social media place
This will ensure that your brand will resonate with your target audience.
3.create a lasting brand identity
Brand identity is how customers recognize and recall you.
Elements of a brand identity include:
Brand name
Logo
Color scheme
Font styles
Brand voice and tone
For example: Nike’s “Just Do It” is an iconic and simple message, but it communicates the idea of motivation, doing, and empowerment all in three words.
Branding Example
In 2014, after rebranding, Airbnb created the “Bélo” symbol to give a sense of belonging, further reinforcing the idea that travelers should feel at home no matter where they go.
Action Step
Your identity must contain:
Simple
Uniquely Identifiable
Consistent across all platforms
The more consistent you are with a brand, the more likely consumers will build brand recognition.
4.Present a Compelling Brand Story
People connect with stories rather than marketing messages.
Your brand story should explain:
How you started your company
The problem you wanted to solve
Your vision for the future
For example, Warby Parker shares the story of its founders who were dissatisfied with expensive eyewear, so they decided to start their own company that produces affordable eyewear.
Expert Advice:
Research supports the notion that customers who feel an emotional connection to your brand are more than two times as valuable as customers who are highly satisfied.
Actionable Tip:
Communicate your brand story through:
Your website’s “About” page
Social media posts
Interviews with your founder
Videos about your brand story
5.Provide Consistent Brand Experiences
Branding isn’t just visual; it’s experiential.
Each time a customer interacts with your brand, it adds to the overall experience of working with your brand:
Customer service
Website design
Packaging
Social media
Example:
Amazon created a brand based on customer obsession and convenience by providing fast shipping and hassle-free returns.
Actionable Tip:
Create guidelines for your brand: define your messaging style, visual identity guidelines, and tone for customer interactions. These guidelines help ensure all members of your team are consistent in your branding.
6.Build Relationships With Your Audience by Providing Clarity and Value
Today’s brands are growing through educational and helpful content rather than transactional sales.
Content marketing (CM) is one of the most powerful tools available today to create brand equity (trust). According to the Content Marketing Institute published survey of 700 consumer respondents, 75% of respondents prefer to learn about a business through written content versus advertising.
Related Content Examples
Educational blogs
Tips on social media
Podcasts
Webinars
Newsletters
Case Study
HubSpot has established itself as a global leader due to the Hubs they’ve built around free CM and inbound marketing resources.
80/20 Rule
80% value content
20% promotional content
7.Use Social Proof To Build Trust
People trust other real customers more than traditional advertising.
Social proof examples:
Customer testimonials
Reviews
Influencer partnerships
Case Studies
User Generated Content
Example
Many brands on Instagram utilize reposting consumer images to validate that their products are being used in real-life situations.
Tactic/Tip
Encourage your customers to:
List photos of themselves with your product
Review your products
Tag your brand in social media channels
This encourages authenticity.
8.Continuously Evolve Your Brand To Stay Current
Strong brands must continually evolve with the changes in their marketplace but remain true to their core branding value proposition.
For instance, Netflix originally launched as an online DVD rental service and has become a global leader in streaming video and original content production.
Make it a priority to continuously evaluate:
Customer feedback
Market trends
Competitor positioning
Brand perception
All these things will determine how relevant you are as a brand.
Summary: Creating An Example Brand For Your Audience
Creating a strong brand from the beginning is not about creating a logo or catchphrase; it is about building trust, staying consistent and building a real relationship with your customers.
Marketers can turn startups with no brand recognition into brands everyone knows by defining their purpose − knowing their target customers − defining a clear brand identity − and delivering value consistently.
All of the top brands; Apple, Nike; did not become top brands overnight. They have all grown into their success through having good vision, telling their story and concentrating on delivering the best possible customer experience.
Your Next Steps
If you are creating a business or releasing a new product then you should start working on your brand today by:
Creating a brand purpose statement
Understanding who your audience is
Creating a brand identity and story.
When creating a brand, remember, that it isn’t going to happen by accident, it has to be created with a lot planning and expense.
