Brand building: step by step instructions
Branding is a long-term process that helps build trust with the target audience, influencing them in different ways. This approach makes the company’s name recognizable and helps consumers develop a strong association that its products are of high quality and the business itself is reliable. However, it is necessary to understand that branding should be done systematically according to a well-defined plan. In addition, the implementation of this strategy takes quite a long time, but it gives results in the long run.
The first thing, with which the brand development should begin, is the goal setting. Promoting the name of the company makes it and the products recognizable and promotes loyalty on the part of buyers. In addition, branding provides an opportunity to differentiate the company from competitors’ offerings. The more recognizable a business is, the more customers it attracts, and the better the audience perceives changes in the price of products, new products, and design upgrades. In order for the brand to evoke positive associations and broadcast values similar to those of consumers, each step of the strategy must be clearly thought through.
The technology of brand building includes certain steps, which are universal for all areas of business. The first thing marketers start with is market analysis and filling out a brief. Then a positioning strategy is made and the necessary brand platform is created. After that, the naming and branding of the company are done. An important step is the communication strategy, which should include various channels. Finally, a brand book and guidelines are created.
The brief is completed based on an analysis of the market, the current situation, issues, and trends. The terms of reference should include tasks based on consumer surveys, focus groups, and other marketing research tools.
The positioning provides answers to important questions:
- what the product is;
- its uniqueness and differences from competitors;
- what price segment the product occupies.
All data is entered into a brand platform, which helps, through various characteristics, to build a scheme of influence on the consumer through the company’s product.
The company name should be concise and easy to remember. It is better that it does not echo the names of competitors.
The development of corporate identity includes all elements related to the appearance of the company: logo, colors, and fonts.
The brand formation depends on whether or not a communication strategy with consumers is chosen correctly. When creating it, the specifics of the sales funnel, promotion channels, communication options, and a content plan are taken into account.
Brand book design is necessary in order to collect in a single document all the rules of writing, images, and mentions of the company. The brand book also fixes the mission and values of the business, the basics of corporate culture, and the characteristics of communication with customers. When all these points are developed, you can start implementing the brand promotion strategy.
