Building a Brand just in 5 steps

If your business does not yet have a consistent brand, or you don’t like what your brand currently stands for, it’s time to rebrand. Here are some steps to take to shape public perception for the better:

  • Identify what your customers love most about your business. What makes yours stand out? What are your strengths?
  • Create a brand message that conveys what your business aims to do for its customers – what you’re best at. Geico promises to save you 15% in 15 minutes. That’s its brand promise. Marriott promises quiet luxury. What are you promising your customers? And are you delivering?
  • Make sure your visual elements match your message, and your brand. If you’re promising innovation, don’t use greys and boring images.
  • Develop standards for employee dress and behavior that support your brand promise. Make sure they understand what your brand is and can support it.
  • Apply your visuals across every marketing tool you use, from advertising to signage to store displays to mailings to shopping bags.

Branding is a complex process, mainly because its success or failure is determined by your customers’ reactions to the act of doing business with you.