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The Basics of Creating a Brand

When we think of companies, businesses, or products - we usually have an image that we associate with them. They are not just a company, they are more than that. Don’t worry, it’s not just all in our heads! Companies let you experience exactly what they want you to experience, and this is called “branding”. Everything from the logo, the color palette they use to advertise, and to the customer service you receive in their physical stores, are all a part of a cohesive strategy to make sure that the company is memorable to consumers.

So what exactly is a brand? According to Shopify, a brand is “how people perceive you wherever they interact with your business—both the impressions you can control and the ones you can't.” To put it quite simply, it’s features of your business that sets you apart from others. It’s very important to note that these features have to be cohesive and consistent, as you don’t want consumers to get confused as you expand the business through time.
Now that we have the basics covered, let’s move on to tips on how to build your own brand:

Determine Your Target Audience

Knowing and researching your target audience is a very essential first step to creating a brand. It’s important to understand your target audience - what they like, what they dislike, how to sell to them, and which digital platform they spend most of their time on. This will make it easier to sell to them and in turn, conversions would be much easier, as your brand has resonated with them. 


Creating a persona for your target audience is a must as well. A persona is a representation of what your ideal customer (based on your target audience research) is. The “persona” is often accompanied by its own name, pictures, and an application of all the researched “traits” of the ideal customer. This helps in making the audience more tangible for the company.

Know Who Your Competitors Are

In order to determine your edge over other companies, you need to conduct research on your direct and indirect competitors. This way, you’ll figure out how you will differentiate from others and make your brand stand out more - even if your competitors are more established. 

Have Mission & Vision Statements

Simply put, a mission statement defines the purpose of the company, while the vision statement defines what the company wants to achieve for the community through their services. It’s important to define what these are so your company has a sense of purpose and direction. This will guide your actions from the start of the business to the years ahead. Here are some examples of inspiring mission and vision statements from different companies.

Have a Unique Value Proposition & Positioning Statement

Why should customers buy from you when there are multiple other products out there? This should be answered by the unique value proposition, which defines what is unique about your brand that motivates your customers to buy from you. The positioning statement, on the other hand, is what your position is in the market relative to your competitors. You have to determine where you position yourself in order to distinguish yourself from the rest of the market. These two go hand in hand in helping you build your brand.

Create Your Brand’s Visual Design

After creating and establishing all the starting essentials, it’s time to create all the brand’s visual identities. The company’s logo, slogan, color palette, fonts, and other visual components are a part of the branding process. Everything needs to be consistent and cohesive, as we’ve mentioned before, so that customers won’t get confused and it will make your brand memorable.

Integrate the Branding with the Business

Now that you have everything done, the only thing left to do is to integrate all of this to every aspect of your business. From the website to the social media sites, make sure everything is in accordance with the branding strategy. This will make customers recognize your business easily. Even with the customer service given in your stores (physical or online), employees should be encouraged to follow and exemplify branding guidelines when dealing with the customer.

These are the basic essential steps in creating your brand. It’s important to understand and execute this well, as this sets you apart from other businesses. If you need any more insight to current marketing trends, read our blog here, and if your business needs help from professionals, you can also contact us here. Canada Create is here to help you!


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