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April 1, 2023

Building A Successful Brand

Building A Successful Brand

by Dewwond Mapp / Thursday, 22 August 2019 / Published in Blog, Branding, Marketing, Networking

There is no one definition that actually captures the essence of brand building in its entirety. Many people think that brand building is all about communicating and exposing your brand. That is just one side of it. The best way we can define it is that it is a process of creating value to consumers. It encompasses all things that consumers know, feel, and experience about your business in its entirety.

Having defined brand building, let’s take a look at 3 popular types of brands and what they stand for.

  • Service brand- this brand is built on knowledge, culture, and experience that one has with the service delivering agency/company/people. Think of Geek Squad or Molly Maid.
  • Retail brand- this brand is built on a mixture of products and service experience. Think of Chick-fil-a, Kroger, or KFC
  • Product brand- is built on the experience that one has with a specific product. Think of Nike, Ford, or Sony.

Having looked at the 3 popular types of brands, let’s now proceed to look at steps involved in brand building.

1.)Define Your Brand

The first stage in brand building is defining your brand. This is a very critical step as it ultimately determines what your brand truly stands for. When defining your business brand, you should create a checklist of its core strengths. Similarly, if you’re defining a personal brand, you should look at the skills and expertise that you possess especially those which stand out. On the same token, you also need to know what your brand stands for and what is important for your brand (brand values). Your values should in one way or another show that you are contributing to environmental, social, and economic well-being of consumers. You may not realize some of these important aspects of brand building immediately, until you look at them objectively.

2.)Differentiate and Position Your Brand

Before embarking on brand building, you have to take time to differentiate it so that you can attract attention and stand out from competitors. To differentiate your brand, you have to create a unique advantage in the mind of consumers not merely getting attention by brand building colors or logos or other superficial elements. Once you come up with a unique value proposition, you should use a good branding strategy to position your brand in a way that will help consumers see and appreciate the greater value of your brand over competing ones in the market.

3.)Build and Expose Your Brand

As I indicated earlier, brand building is not a one off thing. Building a unique and powerful personal or business brand takes time and consistency. To build your personal brand, you have to keep reinforcing your values and skills by taking up new roles and assignments that will give you more exposure. Alternatively, you can use promotional channels, blogs, forums, and social media (LinkedIn, Twitter and Facebook) to create a voice for your personal or business brand.

When building your brand, you should also endeavor to develop brand personality (what people know, think, and say about you). This is what drives or motivates people to identify with and engage with your brand. The truth is; if you execute your brand building strategies consistently, then you will easily establish a pattern that will forever be associated with your brand name.

4.)Personalize Your Brand

If you want your brand building campaign or brand to be successful, then you have to personalize it. It is important to give your brand an identity. Let consumers see and experience the personality of your brand in its entirety. Look at your brand as something that a consumer wants to identify with pretty much as they would with their favorite cars, cellphones, or computers.

As you engage in brand building, you should also invite customers to be co-creators of brand values so that they can feel that they also own it and relate with it. Top brands encourage consumer-brand interaction by personalizing products to meet the needs and preferences of consumers. When you personalize your brand, you give consumers reason to participate and engage with your brand for a lifetime.

5.)Review Your Brand

Your brand is not static; it will go through a range of motions in its lifetime. Depending on your brand strategies, your brand will either grow in strength, or remain dormant, or recede with time. In the brand cycle, new events, changes, and circumstances bring challenges and opportunities to enhance the value of your brand or re-establish it. All these possibilities should give you the impetus to take charge of your brand building activities.

As your brand name grows, so do the responsibilities and expectations to continue with brand building. The best way of ensuring brand growth is reviewing your activities and evaluating your successes through metrics such as levels of brand awareness and levels of engagements. Regular reviews will help you seize and exploit new opportunities while upholding your commitment to remain true to your vision and brand strategy. It will also help you steer your brand in the right direction and keep it relevant as you move into the future.

As you can see, brand building is not a one off thing. You have to define your brand, differentiate, present it, and review what your brand stands for from time to time. It is very important to be clear about your branding strategies and how you’re going to implement them. You should also adopt brand strategies that will add value to your consumers and help them develop the right impression of your company and what it truly stands for.

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Dewwond Mapp

About Dewwond Mapp

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    The primary role of a logo is to identify… Remember this, as it trumps all other advice you’ll ever hear. Identification is what really matters. That’s it.

    Trends come and go, design tools and techniques will evolve, what we perceive a logo to be may even drastically change with time, but for all eternity the single most important goal of a logo will always remain this – to identify the person, product, business or service you’re designing it for.

    How to choose from 4 types of company logo designs?

    A logo is the face of your business. A memorable one can create instant recognition for your brand, establish your credibility as a leading provider of your product or service, and help you stand out in the marketplace.

    You have to weigh many variables when considering the look of your logo. It needs to communicate what your business sells, as well as who you are as a company, what you stand for, and what consumers should expect from you. The colors you choose and the overall design must speak to consumers on multiple levels.

    If you’re diving into logo design, you may be unsure where to even begin. Start with the basics and gain an understanding of the four main types of logo designs. Here are four types of logo designs to consider with examples of logos we’ve recently designed:

    4 Logo Types (Click drop down arrow)

    1. Wordmark Logo Design

    Office Max, Home Depot, and Walmart all represent the most commonly used type of logo — the wordmark. Typically, this type of logo relies on text, typeface, and unique typographic treatments to express the brand’s identity. Because there are no graphic elements to convey a message, the text is often exactly literal, stating the name of the company and sometimes even what it does.

    Wordmarks work best for companies whose names describe what they do, or for those with a distinctive name, even if it’s not yet a household word. This type of logo can be cost-effective for companies with limited marketing budgets that need to focus their efforts on building name recognition. It can also help associate your brand name with products or services more concisely than a symbol might.

    2. Lettermark Logo Design

    Think of a lettermark logo as a monogram for your business. Like a wordmark, a lettermark is entirely text, but rather than the entire name of a business the logo relies on initials to represent the brand. Lettermarks can be a simple monogram or an anagram. CNN is an example of a monogram lettermark logo — it uses the initial letters of the company’s full name, Cable News Network, to create the logo. FedEx represents an anagram lettermark logo, drawing on the first few letters of each word of the corporate name — Federal Express.

    Lettermarks are great if your initials look better in graphics than your full company name. They can also allow you to create a visual link between subsidiaries and parent companies. A word of caution, however — lettermarks work best for companies that have sufficient existing brand recognition and can afford the time it may take to educate consumers on what the lettermark means.

    3. Brandmark Logo

    Departing from the use of text alone, a brandmark symbol uses a strong graphic, which is often abstract, to highlight an aspect of the product or service the business sells. The symbol represents the company by association and relies on the design’s ability to evoke emotion in a viewer. For example, the Nike swoosh implies motion, the perfect representation for the company’s line of athletic shoes and athletic wear.

    A brandmark logo works well if you need an emblem for your product, or if your name is too long, generic or lacking in personality. From a business standpoint, a brandmark can be effective globally in areas where a company’s name may not translate well. It can also allow subsidiaries to associate themselves with parent companies when they’re not able to use the parent’s name directly.

    4. Iconic Logo Design

    A marriage of a brandmark symbol with a wordmark, iconic logos are also referred to as combination logos. Elements may be used together or separately, tied closely or loosely. This type of logo can be very effective in communicating both what a company does and what it stands for (its corporate personality). Mastercard Worldwide, NBC’s peacock logo, and Dunkin’ Donuts are examples of iconic logotypes.

    Although some of the most recognized logos in the world are iconic logotypes, this form of a logo can actually work well for startups and small businesses with tight budgets, whose name may be distinctive but not yet widely recognized. This type of logo is very effective in communicating brand identity, so choosing an iconic logotype may require less marketing to gain recognition for the logo.

    A professional logo design service can help you identify what type of logo is best for your business.

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