The importance of brand building

With brand building, companies can boost their brand awareness, establishing connections between the business and the target audience, building customer loyalty, and making their brand recognizable. It is a fundamental step in transforming just another business into a brand that customers love, cherish, and choose before competitors. How important is brand building exactly?

What makes brand building so important?

A brand is for your business what personality is for you. It helps shape an image of your company in your consumers’ heads, creating a positive perception of your business and helping you succeed. As people become aware of your values and brand image, they will more gladly forge long-term relationships with your company, granting you many benefits like:

  • boost in customer loyalty
  • increased brand recognition
  • trust and credibility
  • preference over competition

Better branding means more leads, which in turn means more customers. People who find the values and goals of your company aligned with theirs will be more likely to become your customers and share your business with their friends and families.

Starting your brand building process

Brand building is a long and complex process, which is why many companies choose to use professional brand building services, building their brand image from the ground up.

If you’re dedicated to building your brand on your own, you’ll need to start by establishing what your goals as a company are. You’ll also need to identify who exactly your consumers are, consider a multichannel approach to exposure, and create a unique brand personality for your audience to connect with.

5 steps to building a successful brand

Let’s break down the fundamentals of brand building into five fundamental steps:

1.   Define your target audience

You might have some clue about who your customers are, but defining your precise target audience is the first step to successful brand building. A comprehensive target analysis will help you identify your ideal customers, understand your market and its needs, and establish the preferences of your audience.

2.   Research your competitors

Competition analysis is crucial in brand building. Who are your main competitors? How are they building their brands? Is it effective?

Explore your competitors, analyze their marketing efforts and brand values, and compare them to your own strategy. Don’t copy what works for your competition – introduce your own, unique spin on the strategy that will differentiate you from other brands among your customers.

3.   Create a unique brand personality

It’s near impossible to create a brand for everyone. Instead, you will probably be better off working on a specific brand personality for a specific target group. Your brand’s personality will be able to communicate your values and missions to your customers, establishing your business as unique.

4.   Choose the right name, slogan, and logo

Name, slogan, and logo are fundamental to each brand’s presentation. These three elements will be the first things that your target audience notice when discovering your brands – they need to immediately grab the audience’s attention and communicate your brand personality in a subtle, often subconscious way. Don’t rush these.

5.   Apply your branding across various channels

Finally, think about what marketing channels you’ll be using to advertise your brand. TV commercials, billboards, and social media channels are all worth using, but which one specifically will make the most sense for you depends on the type of brand you’re creating. Choose the right medium for telling your brand story, and you’ll definitely get through to your target audience.

Adam Hansen

Adam is a part time journalist, entrepreneur, investor and father.