What exactly is a brand? What does it mean? What is it made of? So many existential questions for such a small word (granted, small word, big concept). You can think of a brand as the meaning a customer associates with a certain product from a certain company. So, how do we create that meaning? And what are the building blocks we use to do so?
First, you need a defined identity. Without a clear identity, your company won’t be able to grow properly. You need to figure out who you are and what you want to achieve. What are your beliefs? These are going to be the framework for your company and your brand – the mission, vision, and values of the company.
Second, you need a unique voice for the brand. Differentiate yourself from all the rest with the tone you use to communicate your purpose and message. What do you stand for? More importantly, how do you say it? What types of voice fits with your company persona and what voice will relate with your target demographic? These are all important questions when laying the building blocks of your brand.
Third, you need to know what you do. Actions speak louder than words, so what your company does in the world should represent all of the aforementioned qualities (values, ideas, etc.). For example, you can’t be a brand made for children and support cigarettes. Congruence is the key. And as we said before, a brand is not much more than the meaning that a customer associates with a product from a certain company. So, how does your company or product make people feel? Do they feel cool using your product(s)? Do they feel like they are doing something good by supporting your company?
Last of all, but not less important, is the actual design, logo, website, fonts, and colors around which you choose to build your brand. If you do this well (usually with a little professional help), the design of everything related to your brand can immediately invoke the values and vision that represent all the things you want it to mean to customers. The design speaks louder than words, too.
Building a brand isn’t easy, but needs to be done. It should be fun, but also requires a bit of hard work and brain power. Does your company need a Bob or Berta Brand-Builder to help with this sometimes tricky process? Let The Agency know! 🙂