How to Build Brands (A Helpful Step-by-Step Guide)

By Indeed Editorial Team

Published 29 April 2022

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

Brands are marketing concepts for businesses that help people to identify the company using original names, designs, taglines and mascots. Companies may create memorable brands that engage the audience and encourage them to buy the products or services. Learning about brands in businesses can help you create branding for the company that builds trust with potential consumers. In this article, we define what a brand is, provide a guide on how to build a brand and offer some examples of brand ideas you can use for the business.

Related: What Does a Brand Manager Do? (Plus How to Become One)

What is a brand?

A brand is an intangible concept that identifies a business through the name, company logo, packaging designs and slogans that mark the type of products it sells. Marketing strategies may affect how audiences view the brand and their future recognition of the company. Brands can also represent what the company stands for and what differentiates it from other business competitors in the market. This is important for the target audience to notice something different in the market and possibly gravitate toward a company that doesn't rely on social norms.

Researchers in the company might perform some in-depth market analysis to find ideas and strategies they could implement into the brand's overall image. They can determine what colours and slogans popular brands use to market their products. For example, the Microsoft logo has a simple pattern with four distinct colours that are easily recognisable on computers. This recognition encourages people to invest in their products, as they feel comfortable buying from a brand they trust and know sells good quality products.

Related: Why Your Company Needs a Business Strategy (With Examples)

How to build brands

Learning how to build brands is important for the business to become recognisable to potential consumers. You may create a brand that represents the company's overall mission and encourages people to review the products or services. The branding of the business depends on marketing strategies and how you want to reach new target audiences in the market. Here's a simple guide you can follow when building a brand for the business:

1. Establish the target audience

Determining the target audience is important for the company to create a brand that reaches a specific age group, interest, gender, income range or geographical location. For example, if you're selling clothes for sports activities, you might choose a target audience that comprises athletes and sports professionals. This demographic may feel more inclined to test your products and invest their time in the company. It may be good to gather audience feedback and preferences using questionnaires, online polls and company surveys.

Looking at different social media pages can help you judge what the target audience likes and the brands for which they're more receptive. For example, if some people like humorous brands that add enjoyment to their products, they might gravitate toward pages that have bright colours and fun captions that describe the products comically. This social media evaluation can help you decide what target audiences you want to reach on common digital platforms and how you might update the business website to cater to their preferences.

Related: How to Become a Social Researcher (With Duties and Salary)

2. Research competitors in the market

You can search for related products using online search engines and evaluate what competitors show on the first results page. This may help you determine their unique selling points and how they developed the brand to improve search engine optimisation for consumers. The company might also post regular content on the business website to promote new products and give popular reviews on the services. This content regularity may increase their chances of showing in the top 10 ranked results on the common search engines.

According to this Queensland Government site, there are three major ways to conduct market research. These are surveys and questionnaires, online research tools and commercial agency research. Hiring external commercial agencies to perform market research on popular brands is a good way to gather more information from research professionals. A market researcher might collect data that shows them current advertising trends. For example, geofencing is a good way of using GPS technology to send relevant advertisements to people's devices.

3. Choose your personality and focus

Positioning the brand is important for characterising the products and services from other competitors in the same market. You can think of a positioning statement that states the purpose of your brand, what you hope to achieve with customers and factors that make the product different. For example, some companies might state, We create activewear for people who want breathable clothes when they're making a healthy lifestyle choice. Unlike other gym clothes on the market, we use recyclable clothing materials to protect the environment and reduce pollution.

Incorporating the statement into the brand's messaging is important for customers to understand your goals. Choose descriptive words that associate with the brand and provide customers with an insight into the company's personality. These adjectives may add to your voice and set the tone for the visual and digital brand content. For example, if the company sells quirky products, they might state, We design goofy personalised posters for people who want to give their partners trendy birthday or Christmas gifts. Unlike other posters in the market, we hand-paint these fabulous posters using sustainable paints and crafting tools.

Related: What Is Positioning in Marketing? (Benefits and Strategies)

4. Think of a brand name

Brand names help people recognise a company and easily search for their products online, so take some extra time to think about the brand name and its meaning. For example, one company might create a new word for the brand to suggest originality, whereas another company may use metaphorical words that give the brand its own personality trait. It may also be a good idea to search online for some name ideas and how popular companies represent the names in website domains, marketing campaigns and company brand logos.

If you plan on expanding the business in the future, consider keeping the brand name broad so it still fits with the products and services. For example, companies that specialise in beauty products but plan on adding fashion lines in the future might think of a name that associates with self-confidence or the ability to express yourself through these products. This might allow the company to explore more avenues in the beauty and fashion industry. You can use online name generators that filter your requirements and provide examples of brand names.

5. Create a slogan and logo

Designing an eye-catching logo is a good way for people to recognise the brand and buy products that have the logo on the packaging. A logo usually conveys the meaning and personality of the brand and comprises one or more relevant images. You could hire graphic designers to plan logo designs and suggest ways for you to represent the brand in a single photo. For example, Microsoft designed a simple round logo with the letter X imprinted on the front. Video game users can easily identify this Xbox logo when searching for games on that gaming platform.

Companies can also use descriptive taglines to attract customers' attention. A slogan is a brief statement that makes a good first impression when spreading brand awareness. Companies may change this slogan over time, depending on their new products and services. You can have a slogan that gets straight to the point or sounds more like a descriptive rhyme that tells a story about the brand. For example, Redbull created the slogan, Redbull gives you wings. This metaphor encourages people to remember and brand and associate a metaphorical slogan with their drinks.

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6. Implement the brand across the business

Consider representing the brand on company websites, social media pages and marketing campaigns. This is a good way for people to recognise the brand and click on the products they see online. Some companies might host live streams on social media platforms to promote the brand and spread awareness of their new products.

Live streams may also give them a chance to interact with potential consumers and gain feedback on logo designs, names, unique selling points, positioning statements and other areas of the brand's development. Consider establishing marketing strategies that represent the brand and its meaning to the audiences.

Please note that none of the companies, institutions or organisations mentioned in this article are affiliated with Indeed.

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