Starting any project can be the most exciting and the most exhausting part. You have these fresh ideas, this aims to transform them into a reality, but have a lot of information all mixed up in your head that won’t let you take the first step.
I know you are trying to create your new brand, I was once there too, and I would’ve love to have this information at the palm of my hand at that moment. Let me tell you all what you need to know to start building your brand today.
Let’s start by defining what is a brand:
What is a brand?
So yes, we already know that a brand is a marketing concept that will help us identify a specific product, service, or company in the market. But a brand is much more than that: a brand is a combination of many things together, it’s a product, a concept, an idea, it’s trust, it’s your vision, your experiences and more. The brand would be like your child, is that idea/concept that was once formed inside of you, inside of your brain. An idea that started as a dream and thenyou were able to turn it into a reality to change the life of different people.
Defining your brand, can be divided into steps, and each one needs the previous one to support itself, since each step will open a door for the following one. Let’s open the first one:
Steps to define your brand:
1.- What’s your purpose?
Knowing why your brand exists is one of the fundamentals towards the creation of your brand. Why have you created this brand?
There are two possible roads here, but they need to converge in the same point. For example, you may have created this brand because of a great idea that you wanted to transform into reality, or because maybe you had a financial necessity that you had to cover, or maybe both, but what is important here is what this brand is going to offer to others, what value does it have for people?
We can have a really personal need with this project, but if you don’t offer something of value for others, this won’t work. People love what relates to them, you need to make them feel an emotion they can connect with. They love to buy what aligns with their beliefs, perceptions, and motivations.
Answer these questions to find your purpose:
Why does your brand exist?
What differentiates you?
What problem do you solve?
Why should people care?
You can read our About Us page, where you will find our answers to these questions, and it will give you an example on how to answer them.
Once you’ve solved these questions, you will have a clear idea of all the concept behind your brand, and what does it wants to do. By knowing this, you will be able to find the correct people that are looking for what you offer.
Let’s go on with your target market:
2.- Specify your target market and competitors
Not everyone can be our client; the more specific we are, the best. It’s impossible to address all people, that’s why you need to define a clear buyer persona. A buyer persona is fictional character designed by you with all the characteristics that your type of client will meet.
For example, if you are an entrepreneur and sell clothes, it’s difficult to sell clothes for babies, kids, and adults, or for women and men, all at the same time, it would be really hard to control the production of products and the marketing strategy.
Let’s say you are being specific and just dedicate to sell clothes for women, it’s still a wide market, so you need to ask yourself: what kind of clothes, what type of women, what age do they have, what’s their budget, where do they live, and more. It’s better when it’s more specific. For example, it would be more accurate to select the following target market: Modern formal dresses for women from ages between 24 to 35 in Los Angeles City, with an income of $45,000 annually, now you know where to start. And you can be even more specific to have a more accurate sales.
To create your buyer persona, you need to define their: Age, Gender, Location, Income, Education Level, Motivations, Goals, Pain points, Fears, Desires, Influences, Brand affinities, and more. Try to seek for all the things that you want to know about your persona.
You can use the Hubspot tool “Make my persona”, it is very helpful. Let me share the link with you: https://www.hubspot.com/make-my-persona
You will have this chart, that you will fill up with your buyers persona information, and at the end you will have the option to download the information with your new avatar:
You also need to be aware of all the competitors in the market: what other brands are offering the same as you are? What are they doing? How are they doing it? What are their strengths and weaknesses? When you are aware of all these information, you can trace a map and decide if your product is a good idea or if the market it’s to saturated.
Also, you would have the information on how to differentiate from your competitors. Your differentiation is the key, it’s how your audience will remember you over the competitors.
3.- Define your path and personality
It’s important that your brand has a clear personality your audience can recognize, it’s important to craft your projects clear values, ideas, intentions, and beliefs.
I will break this part into mini steps, so we can solve them down together. The first one is personality:
You need to know that your brand is like a person they can relate to and resonate with, define 3 to 7 personality traits that your brand has. How does it act?
Some examples of personality traits are: energetic, creative, fun, modern, professional, serious, conservative, formal, friendly, playful, etc. You can choose and combine the ones that best describe your brand.
- Communication tone/voice
Define how you want to reach your tribe, what communication tone are you going to use. How does this brand speak? How is it going to address their clients? Is it formal, professional, and cold, or is it a more friendly and close approach? You can create a combination between these two, or use a specific representative phrase for the brand, like “Just do it” from Nike.
- Brand Promise
What does your brand offer? What do people will obtain if they come to you? Your brand has a clear gift for their audience. It is the value that your brand commits to deliver to your customers. For example, Apple promises to offer high technology products, and their emotional promise is that they call their audience to “Think different”.
- Brand message and story
Tell your story to the world, let the world know why you do what you do, and how you are going to improve their lives, let them know who you are. Create a storytelling that moves them and they can relate to, pushing them to interact with the brand and make them feel like the brand knows what they’re going through.
Your authenticity is important here, the more real and transparent you are, the best, because you will attract your real audience, the people that are really into your services. Remember: “Your vibe attracts your tribe”.
Let me share with you our storytelling so you can have an example.
All of these definitions are a modern structure of what is commonly known as Mission, Vision and Values.
Now it’s time to make a pause! Thank you for coming this further, I know that it is a lot of information to take. Remember to go at your own pace to read this article.
Let me give you have a free template where you can organize your ideas and be one step ahead in the process of creating your brand. You are doing great so far.
Okay, let’s keep going! We are now entering the most fun and creative part: your name, colors, logo and many more.
4.- Brainstorming for your name and slogan
This can be a really fun part, but also a real headache: trying to find the perfect name for your brand. Look for something easy to remember and that doesn’t resemble your competition.
Your name will have one of the first impacts as it is going to be on your logo, marketing, web domain, registration and more, so choose It wisely.
Don’t forget that your name should also relate to all the personality you have been creating. Sometimes we come up with a name, but it doesn’t quite bond with all the personality we have created, and we need to be strategic enough to make them go good together.
And the same things apply to your slogan: it should relate to your brand personality. Slogans are always short phrases that portray what the brand transmits. They are brief and descriptive, and can be used in the website header, in social media biographies, in merchandising, and more.
5.- Identity: Color and fonts, define your style
Now we need to define what style this brand will have. Did you know that colors have different meaning and personalities? And the same happens with fonts. Colors and fonts will help you not only portray how the brand looks, but they will also elicit emotions and feelings based on forms.
In the following graphic you can see the meaning of each color:
As you can see, each color represents a different aspect and, depending on what your brand wants to transmit, you should select the most accurate color.
The same happens with the fonts: depending on what style of typography you use, you will elicit some idea or other. You need to be clear if you want to portray a fancy style, a serious one, a more indie style, tribal, it can be anything.
Here you have some examples on what the different fonts represent:
After defining your colors and fonts, you will have a clear style. These colors and fonts will be part of all your brand identity, from your logo, merchandising, corporate stationary, digital platforms and more.
With all these aspects clear and defined, we can go to the next level: the logo.
6.- Create your Logo
Everything comes through the eyes. The first impression that we create is very important: it will influence hardly on what people can think of your brand, in a positive or negative way. Having a carefully designed logo will make you have a more professional semblance.
The logo can be the combination between your brand name, color selection and fonts. It depends on whether you want a logo just with letters, just an image or both combined.
You can choose between these 4 styles:
This logo will be how people will remember your brand, so take your time to play with your design and give it a lot of try and error, until you find the perfect design for you. For example, if I say Nike or Starbucks, I am pretty sure that you already have their logos on your head, so take the time you need to create the perfect logo for your brand.
Think on what platforms you are going to use this logo on and how will it work with them. Try out if they work better just with an image, text, or both. And most important: make sure the logo is easy to understand.
Here you have some awesome logo examples that you can have as an inspiration:
The following designs belong to their original designers and creators and are not original property of RGA The Nomad, they are just being used as examples.
I hope they have lighted up that creative spark you have! Now let’s go with the last step, the application:
7.- Jump to the pool! Apply your branding.
Now that you have everything defined, it’s time to give it a form. Select the best platforms to present your brand, it can be a website, social media, a physical or virtual store, and start presenting all this brand story and personality information that you have defined.
Start creating value content and product content that show what you offer and what is your brand about.
Your brand identity and authenticity should be reflected in everything your customers see, read, hear, and get. You should make sure that all the platforms and stores that you use portray the same image and are uniformized.
We have made it to the end, and you have done it wonderfully through all this process of learning how to define your brand! And now… Are you ready to start?
Don’t forget to download your free template, that will help you organize your branding strategy ideas and be one step ahead in the process.
What are you waiting for? Now you know in what direction you need to go, let’s turn your ideas into reality! Let’s start building that brand today!