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How to Build a Brand Identity

"Your brand is what people say about you, when you’re not in the room..."

A brand is one of the most valuable assets of your business and it needs to be very carefully constructed to ensure you are portraying your business accurately.

Essentially, a brand is any name, symbol or design that sets itself apart from others. This is used to build an identity for the brand itself and consists of your company’s reputation, attitude, values and beliefs.

 

So, how exactly do you build a brand identity?

 

Underline What Your Brand Means

If you are looking to build an identity for your brand, you should first try to underline the way you want your brand to be perceived. This should focus on your point of differentiation from your competitors and attempt to draw in your customers and potential customers alike.

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Find your Target Market

You need to know who your target market are and the channels to use to target them. For example, if you are planning to target teenagers and young adults, you should opt to use Facebook, Twitter, Instagram or other social media platforms. When communicating your brand message, make sure that all communications are consistent with each other and with the brand positioning. Encourage your target market to promote your brand by giving them incentives and establishing long-term relationships – the more noise your brand is making, the better.

Research your Competition

Whether you want to admit it or not, there are many competitors out there that want your customers. Discovering your competitors’ visuals allows you to position yourself away from them and be unique in your industry.

Create Your Brand Image

Once you have done all the background research, it is time to create your brand’s visual look – combining all of the aspects you have gathered. While doing so, it is important to remember not to focus too much on the logo – be sure that all of the smaller components interact accordingly and combine to create a bigger picture.

Establish Credibility

Develop your online presence by hiring a web designer to create a fully adaptive website and get to work on your marketing plan. Aim to be the go-to source for information in your industry. Remember, many marketing companies offer complete online marketing packages which will take care of your company’s reputation and branding online. The way in which your business is portrayed online is increasingly important these days and an outdated website or social media channel is not likely to work in your favor. Our best advice is to develop your online credibility right from the start – so it’s best to leave the online marketing side of your business to the experts, so you can focus your efforts elsewhere to ensure you reach your business goals.

Continue to Learn

Stay up to date with the latest trends in your industry – they are continuously changing! Just because you have established credibility and built your own brand, this doesn’t mean you’re an expert! There is always something to learn about the industry you are in so you should strive to continuously develop new skills and expand your knowledge.