How To Build A Badass Brand
The first thing that you’d need to consider when you sit down with a pen and a sheet of paper to sketch out ideas for your brand, is that “this thing” should represent your ideas and hallmarks as a company.
We decided to write this blog post to share some of the approaches that helped us to form Online Growth Team and to spot which unique elements we should focus on.
What Is A Brand?
Think about Coca-Cola. What is the first thing that comes to your mind? Thirst? Freshness? Summer? Lemon? Santa Claus? Now, think about Pepsi. Is it the same thought? Although we talk about two very similar products yet two of the greatest competitors of all times, the connection we have established with each one is completely unique. This emotional connection with a company, product, service, etc. and the strong sentiments that this creates can be considered as “Brand”. A good way to put into words is by quoting Jeff Bezos (Amazon’s CEO) words “Your brand is what people say about you after you leave the room.”
How To Build Yours?
Building a brand may sound easy but trust us, it’s one of the most difficult, time-consuming and energy-devouring aspect of marketing. At the same time, the most valuable one in business. If you want to be successful in your industry, you need to be consistent, insistent and conscious about your image. It may take months or even years, but once your brand turns into a “Lovemark” (“Lovemarks”, book by Kevin Roberts) you could see a silver lining in the clouds!
The Three Pillars
In order to build a successful brand, you always need to work consciously on these three pillars:
- Brand Values
- Brand Voice
- Visual Identity
Your Brand Values
What are the values that your brand represents and how would your potential customers correspond to them?
Values stand at the heart of your brand. They provide the soil on which everything else blooms – including the brand’s visual designs, the tone of voice and the brand’s relationships. These values go side by side with your vision and mission and should be seen as a great opportunity to express who you are NOT as much as who you are. They will help your customers to understand what sets you apart from your competition.
“Determine who you are and what your brand is, and what you’re not. The rest of it is just a lot of noise.” – Geoffrey Zakarian
Your Brand Voice
How do you talk to your customers, team members and suppliers? Which words are more efficient?
Your brand voice is the expression of your brand through the words you use and the sentences you make. These words are used for any form of communication, be it marketing communication, customer support, team building activities or notices to your suppliers. It simply needs to be consistent everywhere! A good practice to set up your tone of voice (TOV) is to make a list of qualities that you want your company to have. Even better if you write them in a “this but not that” way. E.g. “boss but not bossy”, “helpful but not domineering”, “clever but not complicated” etc.
“A brand is a voice and a product is a souvenir.” – Lisa Gansky
Your Visual Identity
How is your brand perceived visually? What colours and font do you use to communicate it? How do people feel about your graphics?
Your visual identity is all these “tangible” and visual elements that determine how your brand is perceived. Your logo, your illustrations, your image treatment, your font, your colour palette, etc. These are the components that differentiate you from the competitors and you should look early on them. Always remember that your visuals should reinforce your brand values and be carried through the full customer’s journey.
“Design is the silent ambassador of your brand.” – Paul Rand
Getting these three pillars right is not easy but it is crucial to be at your spectrum from day one. As we use to say in the marketing world, “if you don’t tell potential customers who you are and what you stand for, well, they’ll just decide that for themselves.”
Our Online Growth Team specialists can give you advice on how to optimise your brand visibility through Paid Marketing. Give us a ping today 🙂