You’ve done it!
You’ve finally decided to take that leap of faith and try launching your own business.
The idea is solid, the business plan is written, and now all you need to do is introduce your new enterprise to the world.
So, what does your brand look like? What are its core values and message? What does it sound like?
Seems like it’s time for some branding 101.
What is a brand?
First up, let’s consider what actually constitutes a brand.
A brand isn’t really one thing. Instead, your brand is a collection of elements that is unique to your company and helps distinguish you from other companies in the market.
Your brand will usually be made up of elements like its name, logo, tagline, visual identity, and brand voice, among others.
But it’s also worth being aware that your brand is more than this. It’s also the vibe your company gives off and the feeling people have when they think about you.
Brand building basics (in 7 points)
Look, it’s worth being honest now about the fact that you’re not going to learn everything there is to know about building a brand in a 7 point listicle I’m writing to share on social media.
However, across the next 7 points, I’m going to introduce you to the basics of building a memorable, distinct, and trustworthy brand.
1. Brand identity
Before you start to get to grips with the more tangible elements of your brand, first you need to make some decisions about what your overall brand identity should communicate to your audience.
If you think of any global brand, from Coca-Cola or Nike to Sony or Ford, you likely have a whole host of associated beliefs, opinions, and feelings about them. You can probably imagine their aesthetic, and know what the core values they sell are.
While you can’t control everything everyone thinks about your brand, there are a few things you can do to influence it. These include:
- Clearly identifying your target audience
- Deciding what your audience is looking for in a brand
- Describing the core values you want your brand to be led by
- Outlining the personality of your brand
Once you’ve established these points, you can use the outcome to help guide you when developing the other aspects of your brand.
2. Brand name
Every brand has a name, and choosing one may sound simple. However, consider this: you need to find one or two words that describe your entire brand and what you offer. Not so easy.
There are a couple of other criteria your brand name must satisfy:
- It must be unique. There’s no point finding a great name if someone else is already using it.
- It must be memorable. The whole point is to stick in the head of your target audience.
- It must be easy to write. Using confusing spelling is a surefire way to alienate potential customers.
- It should be available as a domain. You’ll want to use your brand name in your URL for the best search performance.
- It should be available as a social media handle. Don’t get confused for someone else when marketing on social media.
- It shouldn’t mean something bad in a different language. Be careful about potential
If you’re stuck when it comes to finding the perfect name for your business, you might try our Zyro’s business name generator.
3. Brand voice
Working out how your brand should speak is one of the most overlooked yet important aspects of brand building.
Many new companies will focus heavily on how their brand looks, but spare very little thought for the kind of personality that comes across in communications.
Having a well-defined brand voice allows you to offer a consistent experience for customers, whether they’re reading your marketing materials, visiting your website, or even interacting with your customer support team.
When defining your voice, keep in mind:
- Who your audience is
- What kind of voice customers will expect
- Whether it suits your brand’s identity
- How the tone of your voice will change across channels
From Nike’s “Just Do It” to De Beers’s “A Diamond is Forever”, ensuring brands have memorable taglines. As these examples also demonstrate, a great tagline can seep into the cultural consciousness and become iconic.
The best brand slogans should:
- Be catchy. The whole point is to be remembered. First and foremost your tagline should stick in the mind of customers.
- Be clever. Where possible, try and inject some whit and intelligence into your tagline.
- Be simple. Don’t make people think too hard about what you’re saying with your tagline.
- Share your message. Think about what the core message of your brand is, and present this as the focus of your tagline.
- Say what you do. It helps if your tagline communicates the product or service your company actually offers.
- Inspire. Think beyond the actual products your offer, and towards the lifestyle you’re selling.
Oh wait, you’re not feeling very creative when it comes to creating a compelling tagline? Good job your buddies over at Zyro created an AI Slogan Generator.
This is arguably the most obvious aspect of brand building that you need to think about: your logo.
You’ve probably got a good idea of what you’d like your logo to look like, but here are some tips to steer you in the right direction:
- Simple. Simplicity is key when it comes to logo design. The more basic the shape, the better.
- Illustrative. You can hint at what your business offers through your logo.
- Recognizable. Always. Be. Memorable. People should look at your logo and instantly think of your brand.
- In-line with your visual identity. Your logo should match the rest of your brand’s look. More on this below.
Need help creating your new logo? Zyro’s got your back again with our AI Logo Maker. Just tell the software what kind of logo you’re dreaming of, and we’ll make it a reality.
6. Visual identity
Once you’ve got a logo, you can work from there to develop the rest of your brand’s visual identity.
Visual identity is like the brand voice, but for things people can see. So apart from your logo, this might be the colors your brand uses, the style of font you use, and the way you design marketing graphics. Most importantly, this also includes the look of your website.
Your visual identity should match your brand identity. If brand identity is how you act, visual identity is how you dress.
For the best results, you probably need to be or willing to employ a professional graphic designer, but even unskilled and inexperienced entrepreneurs can make decisions about visual identity.
Once your visual identity is well established, you can use it to guide the creation of your website. Using Zyro website builder lets you take full control of every aspect of how your website looks so that it totally screams your brand.
7. Brand trust
Our final tip is the hardest but most valuable: spending time building authority and trust around your brand.
Trust is what brings customers back and makes them recommend your company to friends. It is one of the most powerful marketing tools and something you should focus on building.
There’s no single way to go about doing this, and it could be as simple as offering the best quality products or service, or as complicated as pulling off an extensive public relations campaign.
All we advise is, once your logo is made, slogan is written, and voice established, you don’t forget that building your brand is an ongoing process that never really ends.