The 5 Steps for Creating a New Brand
Monday, 12th of March 2018
Monday, 12th of March 2018
It’s easy to get overwhelmed when creating a new brand. Because it consists of so many moving parts, entrepreneurs can be confused as to where to start, or make decisions without considering how they may affect the bigger picture. Although it may seem like the easiest part of building a company, branding done wrong can do considerable damage to your chances of success.
So, how can you avoid these problems when creating a brand? The branding process flows more easily when you think about it sequentially. Instead of different tasks to accomplish, brands work like pyramids, with the first steps centered on laying a foundation and the latter ones about making it look great. Here are the 5 steps you need to follow to create a unique and memorable brand!
“Know who you are, and focus.
Always remember what your company stands for.”
The first step in branding is also perhaps the most important, as it lays the foundations for all the work that comes after. The process of creating a brand begins long before the first sketch is drawn and involves developing a mission statement and asking the basic questions about your business. Step one is all about establishing your company’s values, deciding on your goals, and eventually formulating a mission statement.
During this initial phase of branding, it’s important to ask tough questions: why are you in business? What are you hoping to accomplish? What need are you meeting? What does your market and competition look like? You don’t need to create a long and complex text, but you need to clearly communicate what you’re about, and why you’re doing what you intend to accomplish. Creating a set of values and a mission to accompany your vision will help you lay the basis for what your branding will say, and how it will say it.
With a solid foundation of knowledge about your company, you can start to think about your identity. This step starts with finding a name. Generally, it’s best to think of names that are relevant to your industry and your mission. While there are certainly companies that have seemingly unrelated names, it can be difficult to build a brand without a clear identity.
You can think of words related to your business and your industry and try to find connections or associations with your values and mission. Name generators, which uses AI and machine learning to create names that are both relevant and unique, are also a possible strategy to consider. The most important component of your name, however, is a strong identity that clearly communicates what you’re about.
Growing means expanding to new markets and reaching bigger audiences. This is a completely normal process, but it can be difficult if you don’t have a strong following when you attempt to expand. Being scalable starts small and involves having a loyal base of customers who are happy to be brand ambassadors. When you put time into forging strong relationships with your oldest customers, they will reward you many times over whether referrals, introductions, or word of mouth advertising.
When you first release your brand into the world, prioritize creating a community around your products or services. Interact with your customers, reward them for loyalty, and give them the encouragement to tell their friends how amazing you are. This will help once you grow organically and mean that no matter how long it takes to expand, your community will help you through any of the rough patches you invariably will encounter.
Now that you have built an identity, it’s time to share it with the world. Your logo is a crucial part of your branding because it gives your audience a visual cue that connects them to your mission and informs the rest of your brand’s design. Your logo is your company’s calling card, drawing your audience in while providing an easy mental association with your business.
Take advantage of the tools at your disposal. If you have a large budget, hiring a graphic designer or marketing team may be in order, but that’s not always the reality for most startups. If you’re seeking an easy way to design a powerful logo that truly represents you, there are tools like Tailor Brands’ own logo maker that deliver outstanding results and unique logos with minimal effort at an affordable rate. Keep in mind that much like your name, your logo should represent who you are and give users a clear picture of what you stand for.
Your logo is integral to create a strong visual identity, but it’s only the first step for this new element of your branding process. Now, you must start thinking of how your brand is going to speak to your community visually. Unlike your written and spoken materials, your branding will appear on nearly everything your company is associated with, from packaging to posters to online interactions. As a result, it’s vital to put considerable thought into developing a consistent and cohesive visual language to speak to your consumers.
Think about all the aspects of your logo and how they’ll translate across different platforms. The most critical tool you can generate at this stage is your brand book. This guide gives you clear instructions on how, when, and why to include your branding materials in different settings. More importantly, it guarantees your brand will always be represented the same way, adding consistency and stability to your marketing efforts.
With your brand’s assets completely built, it’s time to start thinking about how you’re going to tell the world about it. This step is all about considering your audience, and where they gather to share their ideas. Before you start blasting out ads, posts, and publicity, the best thing you can do is step back and contemplate where your resources may be best allocated.
If your community congregates on social media platforms like Facebook and Instagram, you should tailor your strategies to feature more social posts and ads, as opposed to looking for placement on pricy websites or online publications. Finding the right channel to reach your audience pays off, as it lets you build a brand and expand your community in an organic and affordable way. More importantly, it shows your audience you’ve spent time contemplating their needs.