Brand Building The Easy Way

Some experts may suggest you research your potential market first, but if you’re going to build an authentic (lasting) brand you need to first understand your brand and what you’re trying to achieve. What’s the story behind the brand? What are the values you won’t compromise? What is the message? Once you’ve established these you can create a narrative of what your brand is (and isn’t) and only then should you move on to see how and where it fits into the market.

Brand hack: “Whether your product/service is unique (enough) and ‘brandable’ (strong message) will determine its future…”

Once you’ve established your brand narrative and market position its time to get creative…

This is potentially the part where you may need outside help. If you don’t have a creative bone in your body then you SHOULD seek the help of a proficient graphic designer. Give your Brand story and market understanding to your chosen creative and they will be able to work with you to create a logo and graphic identity that visually represents your brand.

YOUR LOGO ISN’T YOUR BRAND!
Your logo and subsequent media are an ICON of what your business represents, that’s all a LOGO is… Don’t let anyone con you into believing (the logo is) anything else.

Now you know which channels and funnels you’re going to use, it’s time to prepare and implement your various media to bring your prospects into the funnel.

You can use printed ads, web design, paid traffic, social media and video to drive people into your funnel.

Which media funnel you choose and when you use it should be backed up by the previous processes.

Over time you’ll use (and test) multiple channels to reach your targeted prospects and each will need to deliver your brand, its story and match narratives with your potential customer to facilitate the buying process.

You need to decide how you’re going to define and measure success for each funnel and channel… Is it a single/multiple product sales? A sign-up? An enquiry via web-forms? A call or perhaps voucher use? Once you have established how you rate ‘success’ you’re usually already ahead of the competition!

Each funnel/channel should be constantly analysed, monitored and tested against this measure. When a funnel works then analyse to find out why and see if you can improve the result. If its failing decide if it just needs tweaking or replacing. Do not get attached to failing ideas/campaigns, change them or waste time and money at your brand’s peril.

You don’t have to obsess about this but the more you test and sharpen your focus the better results you should get.