WHAT IS BRAND CREATION? (DEFINITION, IMPORTANCE, KEY STEPS)
“BRAND IS THE SUM TOTAL OF HOW SOMEONE PERCEIVES A PARTICULAR ORGANIZATION. BRANDING IS ABOUT SHAPING THAT PERCEPTION.”
— Ashley Friedlein, CEO of Guild
Ever wondered what makes your favorite companies stand out in a sea of choices? It’s all about their brand. But what exactly is a brand? Well, think of it as a special recipe that makes a company unique. It’s not just a name or a logo; it’s the whole story, the feelings it brings, and the promises it keeps.
Let’s have a sneak peek into this valuable guide which will not only educate you about brand creation and its importance but will also show you a roadmap for ceating a brand from the scratch.
What Is Brand Creation?
To bein with, brand is like the personality of a company. Just like how you have your own unique qualities and style, companies have their own too. It’s how they talk, how they look, and how they make you feel. Now what is brand creation?
Brand creation is the artistic process of giving birth to a brand. It encompasses defining your brand’s identity, from its name and logo to its core values and personality. It’s the inception of a brand, where imagination meets strategy.
Why Is Brand Creation Important?
Imagine walking into a store filled with identical products. Your brand is the beacon that guides customers to your offerings. It’s the promise of quality, reliability, and a unique experience.
A strong brand builds trust, making customers feel comfortable choosing your product or service over others. It also fosters customer loyalty, as people tend to stick with brands they know and love. Ultimately, brand creation is about leaving a lasting impression in the minds and hearts of your audience, making your business unforgettable.
Besides its numerous benefits, here’s what brand creation offers you;
- Brand Consistency:
A well-forged brand guarantees that each interaction with your audience maintains a consistent identity, reinforcing your values and identity with every touchpoint.
- Brand Recognition:
It’s the magic wand that transforms your brand into a guiding light in the vast sea of competition.
- Alignment with Values:
Your brand should not just resonate with what you sell; it should reverberate with what you stand for. Think of Starbucks, where the brand isn’t just about coffee; it’s about community and ethical sourcing.
Now that you know that brand creation isn’t merely a luxury rater it’s the neccessity for your business’s growth and success, let’s know some key steps that involve in brand creation!
Key Steps in Brand Creation Process
Brand creation is the most basic and most important process that builds the foundation for any brand. One brick misplaced and your whole brand can collpase! Here’s a pathway that you must follow while creating your brand;
(I) Market Research and Analysis:
This is where we commence, understanding the lay of the land:
Know Your Audience:
Dive deep into the intricacies of your target audience. It’s not just about demographics; it’s about understanding their aspirations, fears, and unmet desires. Starbucks, for instance, crafted its brand around the idea of creating a “third place” for people outside of home and work, based on a deep understanding of their customers’ need for community and quality coffee.
Set Clear Brand Goals:
Your brand’s goals should mirror your business objectives while resonating with your audience’s needs and aspirations. Adidas, with its focus on sports and performance, set clear goals to empower athletes and inspire people to embrace an active lifestyle.
(II) Defining Your Brand Identity
Now, let’s sculpt the very essence of your brand:
Core Values, Mission, and Vision:
Your brand should have a moral compass, defined by core values and driven by a mission and vision. Starbucks, for instance, is deeply committed to ethical sourcing and environmental responsibility, which are core aspects of its brand identity.
Unique Selling Points (USP):
What sets you apart from the competition? Your USP should be a magnetic force, drawing your target audience toward your brand. McDonald’s, with its emphasis on convenience, consistency, and affordable meals, has a compelling USP that resonates with millions worldwide
(III) Creating a Memorable Brand Name and Logo
Here, your brand begins to take on a tangible form:
Brand Name:
A memorable brand name is the initial step toward creating a lasting impression. Think of McDonald’s—the name is not just memorable; it’s become synonymous with fast-food convenience and affordability.
Logo Design:
Your logo should not merely be aesthetically pleasing; it should encapsulate the soul of your brand. Adidas’ iconic three stripes are not just visually striking; they represent the brand’s commitment to performance and excellence.
(IV) Developing Brand Guidelines
With a name and face, it’s imperative to ensure your brand remains consistent:
Visual and Verbal Guidelines:
Create a comprehensive rulebook that governs every facet of your brand’s presentation. McDonald’s, with its distinctive golden arches, red and yellow color scheme, and friendly communication, has strict guidelines to maintain its brand consistency.
If you want to build your own brand guidlines, watch out our tips and comprehensive guide on how to make brand guidelines from WHAT ARE BRAND GUIDELINES.
(V) Crafting Your Brand Story
Every brand has a story, make yours a compelling narrative:
The Power of Storytelling:
Storytelling is the secret sauce that makes your brand unforgettable. Starbucks, for example, weaves stories of its coffee origins, the craftsmanship behind each cup, and its commitment to community building and sustainability.
Inspiration From Top Famous Brands
Having a role model in your mind helps you to aim and dream for something bigger and more! Here are examples of few of the many world class famous brands that made their mark and still continue to succeed even in a fast-paced global marketing world. You can take inspiration from them!
Starbucks
Starbucks didn’t just create a brand; it fostered a community around its stores, fostering an atmosphere that encourages people to linger and connect. Starbucks’ name, logo, and commitment to ethical sourcing and sustainability are integral to its brand identity.
Adidas
Adidas has forged its brand around a passion for sports and performance. Its iconic three stripes logo and partnerships with athletes like Lionel Messi and Beyoncé epitomize its dedication to excellence and empowerment.
McDonald’s
McDonald’s is the epitome of convenience and consistency. Its name, golden arches logo, and signature menu items like the Big Mac and Happy Meal have made it a global fast-food giant.
How To Measure Success of Your Brand Creation?
Once you create your brand, you must have to keep a check on its performance and growth in order to ensure effectiveness and success of the whole creation process. Measuring the success of your brand creation will involves tracking various factors and analytics to gauge its impact. Following are the things you should consider in this regard;
- Key performance indicators (KPIs) like brand awareness, customer loyalty, and market share are essential.
- Analyzing how many people recognize and recall your brand is crucial.
- Customer sentiment and feedback provide valuable insights into how your brand is perceived.
- Monitoring your website traffic, social media engagement, and conversion rates can reveal how effectively your brand connects with your target audience.
- Sales data, customer retention rates, and the growth of your customer base also reflect the success of your brand creation efforts.
Brand creation is not just about aesthetics; it’s about forging an authentic connection with your audience. A well-crafted brand is your ticket not just to standing out but staying etched in people’s hearts. By collecting and analyzing the metrics mentioned above, you can make data-driven decisions to continually refine and strengthen your brand.