How to build a brand?

May 23 2021

Jak stworzyć własną markę
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Is entering a market with an innovative idea a success? Is offering consumers high-quality product can secure a stable position? Or maybe you’re wondering if a positive image and authenticity will be enough to build a strong company’s brand? If you’re looking answers, read the article. You will learn how to build a brand and how to create a checklist necessary to for kick-starting of branding efforts.

Brand is not the logo itself. In the context of marketing the brand can be understood as a soul of a company. It determines not only the character and the purpose of the firm but also let consumers easily identify the company. A brand that pushes authentic message, gains trust. It also differentiates products and services among others on the market. Building unique identity lets you reach potential buyers. However, the question lures: how to build a brand that sells and has the strong position on the market?

How to build a brand?

You have to remember that building a brand in business is a long-term process, that requires individual touch and innovative approach. Through this whole process of building a brand, you need to consider factors like: goals, opportunities, accepted level of risk and the market context. There is no a golden recipe for success, there is no magical way to build a strong brand. There are, however, golden rules for building a brand. Following them will help you establish brand’s DNA, create its recognizable level among consumers. Mainly: create goal for its existence.

Building a brand step by step

  • Establish a vision and mission for the brand

By focusing on a vision and mission, you impact the quality of running a business. You also allow your team to introduce concrete actions that impact the growth.

  • Get to know yout potential audience

Building a brand in business should be primarily focused on consumers’ needs. Characterizing the target group, its needs and motivations is essential in branding.

  • Highlight strong company’s and product’s features

How to build a brand? Make yourself easily spotted. Showing people benefits and features of your products will highlight your strengths and impact the image.

  • Follow consumer’s needs

Always be aware of what your audience wants and expects. No matter if their needs are permanent or seasonal. Always there or come from cultural impulses that tomorrow will be replaced by something else.

  • Establish brand’s values

Know what is the most important for you. What do you believe in? What makes you tick? What is the nature of your company, why it was created in the first place?

  • Create consistent branding identification

Building a brand is a process that generate brand’s image. Naming (company, products), claim, slogans, color pallet, communication language, etc. All these elements should highlight and scream towards the consumer – this is who we are and what we do.

How to build a quality brand?

Create a checklist for the points above and act upon it. Start the process by understanding what is the reason your audience wakes up every day. What they crave, what they really need?

If you want to know more about what branding really is and how to be successful on the market, contact me.

O Autorze

Jarosław Ścislak

Pracowałem nad brandingiem, rebrandingiem, skalowaniem biznesu i strategiami contentowymi dla wielu firm. Tworzyłem strategie marketingowe, contentowe, budowałem od zera działy marketingu, szkoliłem juniorów. Mogę skutecznie pomóc. Poprzez tworzenie kluczowych procesów i integrację ich w jeden ekosystem sprawię, że Twoja firma będzie pracowała dla Ciebie, a nie na odwrót. Część usług które widzisz w mojej ofercie (np. rozwój sklepów e-commerce w opozycji do platform e-commerce) wprowadziłem na rynek jako pierwszy w Polsce.