Brand building is a branding process used to build a brand by establishing brand identity and generating brand awareness to bring consumers closer to the brand and provide value to them to convert them into loyal customers.
Brand building strategies are used to connect with the target audience in a manner that they know, identify, feel, understand and experience the product or service of a brand. It acts as the visual voice of the company and enhances brand equity with the help of advertising campaigns and promotional strategies to create a unique image of the company.
Branding strategies define three types of brands – service brand, retail brand, and product brand which are established and promoted by paying heed to their target market and value propositions to make their brand name in the target niche and stand out from all the other players in the market.
What is Brand Building?
Brand building is a strategic process of establishing a brand and then using promotional techniques to create awareness for that brand. Companies indulge in brand building to establish a position in the market by putting forward a company’s unique image.
Brand Building uses promotional and advertising campaigns to influence the brand’s value, i.e. the brand equity in the market.
Phases of Successful Brand Building
Brand building practices can be broken down into three different phases- Brand Strategy, Brand Identity, and Brand Marketing. Let us go deep into these three to understand brand building more comprehensively-
1. Brand Strategy
It is used to suggest how your brand is different, credible, preferable, likable, and memorable by your target audiences. You may use it for conveying the promises, purposes, and abilities to solve the problems of the people. Different components of the brand strategy include- Brand discovery, Brand message and story, Competitor research, Brand voice, and Target audience.
2. Brand Identity
It talks about the way through which you es that you convey this to the public with visuals, messaging, and experience. Different elements of brand identity include logo, patterns, icons, colors, fonts, collateral, content, mission statement, website design, messaging, print, advertising, packaging, etc.
3. Brand Marketing
In the brand marketing phase of brand building, brands optimize their presence and bring awareness by connecting values and voices to the customers with the help of strategic communication. Building your brand presence is quite integrated with brand marketing strategy. Some of the common practices that a business might use to optimize its presence on the web are User Experience (i.e. your website), social media marketing, SEO, content marketing, PPC, email marketing, etc. Traditional marketing practices like print and media ads can be used to define brand values.
Process of Successful Brand Building
1. Define the Brand Identity
The first and foremost step towards building a brand is to define the objectives, strengths, operations, and core values of one’s company. Before indulging in any other step, one needs to define a brand’s values to influence the perception of consumers and increase the brand’s value.
Start with the basics by creating an eye-catching logo and faster websites. Brand promises are also mentioned while defining a brand.
Brand promises refer to the expectations that a brand creates. So before making a promise, companies should be aware of whether they would be able to fulfill those promises or not.
2. Differentiating and Positioning of a Brand in front of Target Audience
Possessing a USP is a must for building a brand. A brand needs to possess something unique from the rest of the brands. Consumers will only be attracted to a brand by the characteristics differentiating its products or services from the other competitors.
Once differentiation is established, the next step is to position the brand in the minds of consumers. Consumers should possess a positive perception of a brand.
3. Successful Brand Promotion
To build a brand, one needs first to make consumers aware of its existence. To create awareness and maintain a brand’s presence, a brand needs to indulge in advertising and promotional activities.
A brand indulges in advertising and promotional campaigns over social media, Broadcasting media, and print media.
Exposing brands on a larger scale can help reach consumers of every scale.
4. Personalized The Brand Strategy
Ensure that the brand has a personal touch to it, having a personalized touch can make the consumers connect quickly with the brand. Inviting consumers to contribute to brand values through innovation and customization can enable them to relate to the brand.
Consumer-brand interaction can be encouraged by keeping track of consumers’ needs and preferences and adding a personal touch to the products.
5. Collaborate With Other Brands
One can build brand recognition by collaborating with other brands offering similar products or services. Earning recognition becomes more accessible when a brand collaborates with more prominent and popular brands.
Brands that are already popular among people can act as a promotion platform for under construction brands.
Partners can be of different types like-
- Lead Partners
- Functional partners
6. Optimize Brand Signals and Brand Story
Building a brand cannot only depend on a single promotional and advertising campaign. Optimization of these campaigns and signals is required from time to time.
For example, one needs to maintain a social media presence by actively posting and caring for existing followers. A brand needs to think up new innovative campaigns from time to time.
7. Evaluation of The Brand Building Strategies
Every process ends with an evaluation. Similarly, in the case of brand-building, one needs to keep evaluating the steps from time to time.
A brand is not static; it will change products, performance, services, or popularity.
To maintain a brand position, one needs to monitor and review the strategies from time to time. Setting up standards can help evaluate the performances and maintain consistency. From promotional strategies to positioning tricks, everything needs to be optimized with the growth of a brand.
With brands’ services with time, even the responsibilities to satisfy consumers grow; hence, it becomes essential for companies to engage more in building brands. So one should always keep an eye out for opportunities to improve.
Building a brand is not an easy task, but one will have to start somewhere. And it only becomes more accessible when one refers to the steps mentioned above for building a brand.
Every renowned brand existing today had to follow specific steps and work hard to earn worldwide recognition. Brand Building is just a process that aids in developing strategies required for gaining brand recognition.
What factors do you consider more important for effective brand building? Share your opinion with us in the comment section below.
Pinky is an MBA in Marketing from the University of Mumbai. She loves helping people out in learning Marketing and sharing latest ideas and tactics for growing businesses.