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Overview of Brand Building

Brand building makes a business stand out from the crowd, creates trust, and a guarantee of expectations fulfilled, as well as encouraging customer loyalty and confidence. A brand is unique to a product or service, and can evoke emotional responses when seen or heard.

Establish Key Brand Values

To build and manage a brand, you should establish key brand values. These include your business name, domain name and website, names of products or services, tag lines or slogans, logos, packaging, premises (if you have them) your business card and business stationery, staff behaviour (if you plan to have them) and dress code, customer service policy, how and where you advertise - in fact, everything you do concerning your business.

Be Consistent

When creating your brand, be consistent. Start with Naming your Business and thinking about your Tag Line or Slogan. Try to find a name that could evoke a visual image and be used to create a logo. Also consider your USP and what differentiates you from your competitors, so that your brand will convey the message you want your customers to identify you with.

Use your Best Keywords

In the past, brands were created to imply reliability of quality for a product or service, but nowadays, new brands are more subtle and directed at the customers as an individual, aimed at meeting their individual needs.

You need to focus on your main benefit to your customers and what you will deliver to them - what you want your brand to mean to them. This is where your keyword research comes in, identifying what your potential customers would immediately relate to. Look for 'emotional' words that create a vision of something that relates to your business.

Communicate your Brand at Every Opportunity

Once you have decided on your brand, use it at every possible opportunity such as on letters, as an email signatory, in advertisements, on forums, via phone calls, at meetings, and whenever you can 'spread the word'. Add it to your packaging, shipping documents, on T-shirts, on your business vehicle, at your premises if you work away from home, and anywhere your brand could be seen by your target market.

Manage and Maintain your Brand

Brand building will take time, and as long as you are consistent and deliver your 'promise' - also communicate your brand at every opportunity, your brand will develop and strengthen.

In line with a good customer service policy, monitor and review how your brand values are communicated to them, by welcoming feedback (good or bad), or conducting surveys. You can learn useful lessons through honest criticism. However, it is your brand, so don't be tempted to change your brand values for just one customer.

Keep your Brand Exclusive

If you go on to develop new products or services which differ from your original brand, and that don't fit into your existing brand values, it is best to look at branding these separately. That way, you don't run the risk of devaluing your original brand and losing loyal customers.

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