Branding 101

When someone says the word branding almost anyone can in some way describe what it means. It is very simply described as the marketing practice in which a company represents themself. A more thorough explanation would be the format in which a company creates a name, logo, customer interaction, and overall representation of their business that helps consumers to be able to identify a product and distinguish it from other products and services. While that may seem pretty straightforward, developing branding for your company can be a long and difficult process, but without branding your company will be inconsistent and unrecognizable. 

Where to Start

As you approach discovering your brand there are many different points to consider in order to develop your brand, such as what kind of impression you want to make with your target market. Understanding how you want consumers to think of your company when they hear your name, see your logo, or use your product will help you to clearly define your brand and guide you in which direction to go. This will allow your customers to know what to expect from your company.

Next, consider what is going to set you apart from other businesses, what distinguishes you from your competition. This is important to really put a lot of thought into as this will be your edge in the market to thrive. Also, while developing your brand you want to make sure that it is a true representation of who you are. Consumers can sense authenticity and if your brand is not genuine to its true identity then it will drive your customer base away. It is important to understand that branding is a process of researching, creating, and applying features to your company and will take time. 

How to Create Your Brand

01 Determine Your Target Audience

Just as you consider your target audience when developing your product, you will want to determine who your target audience will be for your brand. You can achieve this with market research and by developing buying personas so you fully understand your audience.

02 Establish Your Mission Statement

When establishing your mission statement ask yourself why you started your business, what did you want to do with it. The entirety of your brand should reflect your mission and your vision for what it is you want your company to do. You can also develop your company's unique values, qualities, and benefits while creating the mission statement.

03 Create Virtual Assets

This is where you will create your logo, color palette, typography, iconography, and visual marketing tools that will represent your company. This is vital as it is the “face” of your company 

04 Develop Brand Voice

It is important to be consistent with your brand for accuracy and authenticity. Your brand voice can help you achieve this consistency. This is where you will develop what your company is going to say and how you will say it over all forms of communication.

05 Integrate Your Brand

Your branding should be seen all throughout your business, from your website, social media, and advertising, to your packaging, logos, and customer service. 

Branding for the Win

Remember that your brand needs to have an identity and offer the customer an experience that benefits them and your company. Be consistent and authentic in your brand to build trust and discourage confusion. Lastly, follow your brand strategy in order to achieve your long term goals. Here at XPAND Creative Co. we can help you develop your brand and take your business to the next level.

Article Written by Christa McCauley