Building a brand can be a challenging but beautiful process. Think of your brand as your child or a good friendship that you want to nurture and see develop in the most positive way possible.
Following a few of these steps can lead your brand down a path of growth and maturation that can result in higher profits and greater sustainability.
First and foremost, ensure that your brand is fleshed out. By this, I mean that you have a brand color scheme, preferably one that matches regarding hue and saturation.
A great tool for this is coolors.co. There you can input one or two colors that you want and then hit the spacebar repeatedly until a random combination of matching secondary colors suits your preference.
Then, craft a logo around that scheme or retro-engineer the logo you currently use to incorporate this consistent brand aesthetic. Once your brand has a consistent appearance, you need to work on crafting its message, and it’s voice.
The message is the “what” that your brand says, and the voice is the “how.” Consider what types of information, attitudes, and emotions you want to convey to your audience to help determine what the message of the brand will be.
Deciding voice is going to be a bit more challenging as you need to not only understand your message but also who your audience is and how that group prefers to communicate.
Talking to someone is very different from reaching them where they live and using the language they speak on a daily basis.
After the brand is developed properly and has a consistent look, voice and message, you need to begin promotion. Even if you have a budget for marketing to start out as a new brand, make sure to bring it to someone who knows how to manage a marketing budget or be sure to invest in human resources to create activity and conversation around your brand.
Delivering value, often for free, even if on social media, is an excellent way to develop a following and to practice working out your brand’s voice in advance.
Consistent activity from your brand is what invokes a feeling of trust from a fan or follower. Be a brand that shows strength and staying power and people will eventually begin to follow you, which in turn, will build your brand’s worth. Please let us know your thoughts in the comments below.