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What Does the Branding Process Actually Look Like in Practice?

It can take as many as seven impressions before you begin building even a little brand awareness. Meanwhile, you only have seven seconds to make your first impression. Within those seven seconds, people determine if they like and trust your branding.

Completing the branding process can set your entire business up for success. Not sure what the process of building a brand entails? Read on to learn more.

After reading this guide, you can build your own brand identity before starting your company. Keep reading to build a new brand today!

1. Gather Research

As you begin building a brand, it’s important not to make assumptions. Otherwise, your brand might not appeal to your target audience. You could struggle to stand apart from competing businesses, too.

Instead, take the time to gather research.

First, determine who your customers are and what they need. Consider their:

  • Location
  • Gender
  • Age
  • Household income
  • Marital status
  • Buying behaviors
  • Pain points
  • Interests
  • Hobbies

If you’re targeting a large group, segment your audience into smaller buyer personas. Think of each persona as a real person. Then, look into the brands those customers already love.

Researching your competitors will ensure you don’t mimic anyone else’s brand identity.

Determine what you like and don’t like about each competitor’s brand. Look for ways to help your business stand out. Make sure to consider your unique value proposition, too.

2. Outline Values

About 90% of shoppers remain loyal to brands that share their values. During the branding process, take a moment to consider your brand values as well. What promises are you making to your customers?

Consider how you’ll keep those promises, too.

Determining your values can help define the rest of your new brand.

3. Establish Guidelines

As you begin establishing your brand identity, you can start outlining your brand guidelines. Establishing brand guidelines will ensure brand consistency. Keeping your brand consistent across all marketing channels will help awareness grow.

Your brand identity includes your:

  • Vision statement
  • Mission statement
  • Voice
  • Tone
  • Personality
  • Logo
  • Color palette
  • Imagery styles

You can work with a professional marketing agency to begin building your brand.

4. Create Materials

Once you establish your brand identity, start marketing. Develop an omnichannel marketing strategy to reach customers at all touchpoints. Use print and digital marketing to expand your reach.

As you begin marketing with your new brand, make sure to outline your goals and KPIs. Tracking KPIs can help you determine if you’re generating awareness.

You can learn more about the digital marketing tactics you can use here.

5. Analyze and Optimize

Once you begin marketing, track the progress of your efforts. How are people responding to your new brand?

Consider testing your brand with a small audience before going live. You can gauge initial reactions to make adjustments before reaching a wider audience.

The Branding Process: 5 Phases for Successful Business Building

Set your new brand up for success! Consider these phases of the branding process as you get started. Completing these steps can help you build an eye-catching brand identity.

Then, you can wow your target audience to set your business up to grow.

Searching for more tips? You’re on the right blog.

Check out our articles!


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