How to Build a Brand

Starting a company is one thing, but building and having a recognisable brand is another thing altogether. While there’s no ‘secret sauce’ to ensure that your brand or company name becomes synonymous with an industry or is on the tip of everyone’s tongue, there are some tried-and-tested things to do, along with some pitfalls to avoid during your business boom.

MUCH MORE THAN A LOGO

It’s common to think of branding as being synonymous with logo design, but a logo is just one part of a much more sophisticated process of creating a visual identity. Having a clear message, philosophy, and delivering great products or services all contribute to building a brand, not just the way your company looks.

KNOW YOUR AUDIENCE

The first step toward building a brand is to identify and understand your audience. Spend time answering a few key questions to understand your target customer base:

  • Who is most likely to love what you have to offer?
  • What drives their behaviours?
  • What will encourage them to click through to your website?
  • What will convince them to convert and make a purchase?
  • What will turn them into loyal customers and promoters of your business?
  • What will convince them to come back to you if they drift away from your brand in the future?

If you already have a website and social media presence, you can start to answer these questions by looking into your website analytics, seeing what people are saying about your brand on social media, checking out how your competitors interact with their customers, and potentially carrying out some surveys. If you don’t have a website yet, there are great easy-to-use website creation tools to get started.

Once you have a comprehensive idea of the kinds of people who make up your audience segments, you can build a brand that caters to their needs and interests.

DEFINE YOUR MISSION AND VISION

What inspires you to do what you do as a business? And what is your ultimate end goal? The answers to these questions will provide you with your brand mission and vision, respectively. Remember, the vision is where you want to be, and the mission is how you intend to get there.

A clear mission and vision will give your brand a sense of purpose, and will also show your target customer base. After understanding these ‘big picture’ ideas, you can also create company values, which help your audience — and employees — understand why your mission and vision are important to you. Brand values will bring a sense of authenticity to your mission and vision, and to your overall business.

DEVELOP YOUR BRAND MESSAGE AND VOICE

Establishing a compelling brand message and voice is just as important as your visual identity when building a brand. They might sound similar, but your brand message and brand voice are two separate aspects of brand building.

Your brand message is a uniform system of expressing your company’s value proposition. It is also known as your brand narrative. A strong brand message tells the story of your company across all touchpoints, presenting your target audience with consistent information that will develop their understanding and trust in your brand.

While your brand message is what you say about your business, the brand voice is how you go about saying it. Your tone of voice will both express your brand personality and mirror the personalities of your target audience segments. Your brand voice will help people connect with and remember your brand.

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CREATE A VISUAL IDENTITY SYSTEM

Having a consistent brand identity system is important in ensuring that your brand becomes immediately recognisable and distinguishable from competitors out there, and easily conveys what your business is all about.

When compiling your visual brand identity, consider the logo design, typography, colour palette. Tools like Digitise give you a wealth of options for your website so that you can decide what suits your brand. You might apply one font to your logo, another to your headlines, another to your subheadings, and another to your body text. Just make sure they’re complimentary on the page, as they’re the real finishing touch of your visual brand.

WHERE TO START?

How does one actually go about starting a brand and business, though? What’s involved? Can you just ‘start’? What do you need to get things off the ground? These are common questions that float around the mind of every soon-to-be entrepreneur, and while there are a lot of personal questions you need to ask yourself, products like Digitise take the guesswork of how to go about launching your business.

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Digitise is a multi-pronged approach to online businesses, providing users with everything you’d need from the get-to, including a place to:

  • Buy your own domain.
  • Create your own website.
  • Create custom business email addresses.
  • Add a CRM to manage your customers.
  • Leverage a bulk SMS marketing toolkit.

While these things often are run on separate systems and can end up being quite expensive and complicated, Digitise makes it simple by having it all in one place, running on one system, giving you a single log-in to control all the aspects of your business from your phone, tablet or laptop.

And of course, when starting your first business, keeping the costs slim and tight is always the better option, and Digitise takes this into account. There are flexible pricing packages so that you can find the best option for you and your business.

The benefit of using the Digitise platform is that from the front-end of the webpage to the CRM and marketing tools in the background, your entire online toolbox is with the same provider, making the transition in the digital space a hassle-free one rather than a painstaking process of vendor selection and hunting down the right service providers.

Why not sign-up and get cracking on your business now? Check out Digitise here.

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