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In part three of our 3-part series on building your brand, we build on our previous segments and get into specifics of how to build your brand.
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How to build a brand
We have been covering branding in our three part series on building your brand. In the first video, we covered What is a Brand?, our second video covered Why is a Brand Important?, and finally, in this video we will delve into the meat and potatoes of the whole thing and talk about how you’re going to build a brand. Building a brand is going to establish authority and trust with people who you want to convert to customers or who can refer customers to you. This is very important and exciting!
In order to make a great brand, one that stands out, is memorable and people want to know more about, it’s a matter of taking the small things and putting them together to create something big. Having cohesiveness in your brand from every little element is going to create a really stellar brand image and brand perception that people are going to gravitate towards, it’s kind of magnetic, and people just want to be a part of it.
When you’re thinking about building your brand, ask yourself if the small things are working together, is my logo memorable? Is my website easy to navigate? Does my website reflect my Facebook page? Is my brand cohesive?
Think about these things from the customer’s perspective and not your won, because you chose your loco and loved it, you set up your Facebook page because you thought that was the way it looked best. So, remove yourself from the situation and look at things objectively as if you were a customer of your own business. This will help you to create a brand that is great and that everybody will love.
Your brand is largely how people feel about you or your business, it is important to create good feelings, that make people want to return. Because of this, the first step in building your brand is to identify how you want people to feel when they interact with your brand whether that is your product, you, your business or your service. Write down 5 different feelings you’d like people to have when working with you. Maybe it’s happy, empowered, informed or educated. Keep this list handy as you continue through the branding process.
The next step of creating a great brand is identifying what your brand name will be if it’s not your personal name. Even if you’re self-branding, you may find that you need to use another name due to the availability of website urls and social media usernames. Write down 5 considerations that you may use other than your personal name. You may want to do some research and find out if the name that you want to use is already taken. Having 5 options written down will give you alternatives if necessary.
Simply having a brand is not enough. How will people know that your brand exists? Perhaps you’ve already been in business for a long time, but people simply don’t know you exist. In this case, you need to work on improving your brand image. If you’re just starting, you need to work on creating your brand image. The process for these are the same!
Write down 3 things you can do to improve your brand image. This could be writing articles for major publications, running press releases about accomplishments, or even just doing blog posts or video blogs. Anything that will help you to get the word out about your business or your brand and make people aware of what you’re doing so that you can create a better brand perception.
What does your brand stand for, what are your core values, and what is your mission as a brand? Brainstorm these things and reflect on them as you create assets for your brand.
We’ve covered what a brand is, why it’s important and how to create one. Now, it’s time for you to get to work on your own personal brand!
Mandy Davis is the owner of Ingrain Social Media a boutique, digital marketing agency in Bend, Oregon that specializes in digital marketing with an emphasis on social media marketing. Mandy helps clients from all walks of life and industries get their brands found online.