A brand means something a little different to each person. To a current consumer, a potential consumer, an employee, a recruit, or just the rest of the uncharted world, the meaning can be different. Some people will connect with one aspect of a brand over another. This makes each person's experience with a particular brand different. This isn't unlike how each person has a different experience with an individual person. We don't always remember exactly what a person did or said but we remember how they made us feel. This is why it's fair to refer to a brand as the personality of a business. Creating a brand is in essence guiding and creating a personality. So how do you build a brand from scratch?
1. Create a Mood Board
Creating a mood board is a good place to start. Take the time to set a visual before you begin. They say a picture is worth a thousand words. So instead of trying to put all your thoughts and feelings into worlds right away try to get the general idea with a selection of visuals. A good way to do this is to spend some quality time on Pinterest! It's great place to "Pin" a collection of visual elements together. Look for the sort of styles you want to embody in your own brand. This will give you insight into the direction you truly want to go. You’ll notice that certain things stand out to you again and again. Take note of these.
2. Write A Business Plan
The idea of business plan is a daunting task. But, It will help define your mission statement, target market, unique selling propositions and even more. It gives you a clearer idea of the direction you want to move in and can also create some somewhat tangible goals. Though this is a somewhat challenging and time consuming process, you should do it. It will make the following steps easier and will ensure your brand is consistent and the best it can be from day one.
3. Pick a Name
The right name can help grab the attention of potential customers. Your name should convey the expertise, value and uniqueness of the product or service you have developed. Some believe that the best names are abstract, a name that doesn't really mean anything is a way to create an image and meaning that haven't already existed. Others think that names should be informative so customers or clients know immediately what your business is. Either way it's worth taking the time to sit down and think it over. Come up with some ideas that fit in both categories. During the creative process, at first, it's good not to narrow yourself too much.
4. Define Your Purpose
Develop a mission statement. Why are you creating a brand? What do you want to do for the world? What benefit does your customer or client receive from using your product or service? What relief do they get from the problems you are solving for them? Take those words or phrases that feel right and start mixing and matching them together into complete sentences. Write them out. Seeing it on paper will help you understand the statements that feel right.
5. Create a Visual Identity
The next step is to create the look of the brand that will be carried through all marketing material. From the website, to social media, to advertisements, to packaging. The Visual Identity should be distinctive, resonate with your customers, be consistent, stay true to your company's values, and of course look super cool. The key components of a Visual Identity are typically, a logo, color pallet, fonts, secondary graphical elements, and brand style guide.
5. Get it out there!
After creating a strong brand, including taking the time to have a quality product or service, it's time to let your brand our into the world. Do your best to make it easy for people to share with each other. Word of mouth is still one of the best ways to encourage strong brand growth. Make it as easy as possible for consumers or clients to share what you do! Posting to social media regularly and remaining active in online and offline communities is the best way to get your name out there. It might take a while to get the ball rolling, and even when it start to move don't stop! If you don't believe in your brand, who will?
Keep on Keeping' on! If it was easy everyone would do it.