Why Building a Brand is Essential for Your Success

Creating a brand starts with a thorough market and audience analysis.

This helps identify ways to differentiate your product from competitors and develop a unique value proposition.

Regardless of the type of brand, there are eight classic stages in its creation and development.

These include analysis, positioning, concept development, brand platform creation, brand strategy development, identity design, communication strategy development, and performance evaluation.

Let’s go through these step by step.


1. Analysis

The analysis phase helps determine what kind of brand to create. It involves researching the market, competitors, and target audience. For example, surveys may reveal what values resonate with consumers and their perception of the ideal brand.

2. Positioning

Positioning is the foundation of developing a new product and its brand. This step answers key questions:

• What are we selling?
  
  

• Who is our audience?
  
  

• How do we stand out from competitors?

Clear answers provide insight into how consumers will perceive the brand and what actions the company must take to build positive associations.

3. Brand Idea

The brand idea is the core promise made to the customer and defines the company’s purpose. It can stem from positioning or represent a larger company mission. For instance:

• A brand idea could be offering the widest product range in the world.
  
  

• Alternatively, it might reflect a greater purpose, such as a cosmetic brand promoting cruelty-free products.

4. Brand Platform

The brand platform is a document outlining the key elements of a brand. Based on the brand idea, it may include:

• Mission: The higher purpose for which the brand exists.
  
  

• Values: Principles shared by the leadership and reflected in the product.
  
  

• Identity: This includes the brand’s name, packaging, website, and advertising.
  
  

• Functional benefits: Unique features or services the product offers.
  
  

• Emotional benefits: How the product makes consumers feel and the associations it creates.
  
  

This document guides all brand-related work and is updated as the brand evolves.

5. Brand Strategy

A brand strategy is a roadmap for developing and adapting the brand over time. It defines:

• Tools for promotion: Which marketing tactics will be used.
  
  

• Metrics: How success will be measured.
  
  

• Outcomes: What the ideal brand should achieve in six months or a year.
  
  
  

6. Identity Design

Identity design often happens alongside brand strategy development. Designers craft the logo, typography, and color schemes, while brand managers define the tone of voice, slogans, and even brand characters (e.g., Nesquik’s Bunny).

7. Communication Strategy

The communication strategy identifies the channels and messages used to connect with the target audience, answering:

• What do we want to convey?
  
  

• How will we communicate it?
  
  

For instance, if the goal is to showcase expertise, the strategy may involve highlighting awards, solving complex problems, or hosting speakers at industry conferences. Channels can include advertising, native content, PR, and events.

8. Performance Evaluation

Evaluating a brand’s success involves tracking key metrics such as audience reach, brand recognition, and financial performance. These metrics depend on goals, brand type, and communication strategy. Adjustments to strategies and metrics occur as the brand matures or evolves.

Practical Tips for Building a Brand

1. Ensure it’s necessary: In some cases, a trademark may suffice, especially for small businesses with direct customer interactions or companies in commodity markets like nails or produce.
   
   

2. Clarify the brand’s purpose: Make sure all employees understand and communicate the brand’s core idea.
   
   

3. Be consistent across channels: Mixed messaging leads to brand dissonance.
   
   

4. Focus on product quality: Strong products are the foundation of emotional connections.
   
   

5. Work with professionals: Invest in branding agencies for visual identity development.
   
   

6. Continue brand management: Branding is an ongoing process. Even during periods without growth goals, maintaining brand reputation and recognition is crucial.
   

How to Promote Your Brand

Promotion tools depend on factors such as the target audience, brand values, and goals. Common communication channels include:

• Advertising: TV, radio, online, or outdoor ads.
  
  

• Native ads and special projects: Engaging content that provides value rather than directly selling.
  
  

• Content marketing: Blogs, articles, or collaborations on external platforms.
  
  

• Public relations (PR): Events to enhance brand image.
  
  

• Event marketing: Activities to create positive brand impressions.
  
  

• BTL campaigns: Targeted tools like industry conferences.
  
  

• Co-branding: Collaborations with other brands.
  
  

• Direct marketing: One-on-one communication with consumers, such as consultations.

Examples of Brands with Strong Corporate Ethics

Brands like Patagonia, Unilever, and IKEA exemplify sustainability and corporate responsibility. They emphasize eco-friendly practices, community support, and durable design—qualities that resonate deeply with today’s consumers. Tailoring these strategies to local preferences, such as Europe’s focus on craftsmanship or North America’s emphasis on innovation, is key to success.