There are numerous ideas about what should come first when building a brand. Some business mentors will inform you to, first and foremost, focus on selling your products and/or services. Others will encourage a longer, slower growth trajectory – one which is built upon trust with the consumer as well as making a name for the company within an industry.
At times, it may seem futile to double down on certain aspects of a company – such as branding – when the business hasn’t been up and running yet. Contrary to popular belief, the process of branding is not just about selecting the right colour palette and voice of your company. It’s not the extra fluff which is added on afterwards in order to make it fun. An organisation’s brand is how it connects with consumers, establishes trust with them, and markets efficiently.
What Are The Fundamental Elements Of A Strong Brand?
In creating a brand which is impactful and can grow over time, you need to keep these elements in mind:
- Your Why, or the purpose of your organisation. Simply put: your brand is why your company does what it does.
- Establish your brand promise. Your brand promise is the experience as well as brand messaging that your customer should expect every time they engage with your brand.
- A clear understanding of your ideal consumer. To do this you have to establish the buyer persona.