What Is a Brand?
A brand defines a business, product, service, person, or concept in the market. It differentiates your business from others in the same industry and has a set of rules (called brand guidelines) that dictate how that business will be marketed and presented. Branding is the process of establishing a brand—how it looks, what it sounds like, and the defined target audience it hopes to reach. Your brand name should tell a story, create an emotional connection with the consumer, and connect with a place or visual that is reinforced with the brand’s logo and package design.
Building Your Brand
Building a new brand essentially boils down to seven steps:
- Research your target audience and your competitors.
- Pick your focus and personality.
- Choose your business name.
- Write your slogan.
- Choose the look of your brand (colors and font).
- Design your brand logo.
- Apply your branding across your business.
Creating your own brand is complex but can be easy if you know its purpose. It’s not only about how it looks but also the voice behind it. Ultimately, it’s important to create a brand that your target audience can relate to, regardless of whether it’s focused on functionality, experience, or transformation. This differentiation can set your brand apart from competitors.