The Do's & Don'ts guide to building your brand in 2023
Have you been looking around to find information on how to create your brand, and have been left confused and bamboozled on where to start?
With so many checklists, instructions and “how-to’s” building a brand can be a challenge to know who to trust or even where to begin. So we like to keep it simple here at Squarely.
Even though you own your brand, ultimately it lives in the hearts and minds of your customers, and it’s a living, breathing and evolving beast. What works for you, may or may not work for your competitors and vice-versa.
Having said that, some things ring true, and are consistent across the board. So to avoid mistakes, and wasting a whole lot of time, energy and money, follow these as your guide to ensure your brand and business stay on track to create a memorable, dynamic and effective brand.
Platforms, techniques and strategies may change over time, however these basic principles have remained since day dot.
DO take the time to do your research
Creating an effective brand requires a strong understanding of your goals, audience, industry, competitors and your businesses value proposition (or why what you offer is above the rest). The more understanding you have of these inputs, the better you’ll be at not only building your brand, but briefing clearly other consultants on what you stand for and where you want to go. Take the time to get clarity on the above by doing your research and keep thinking about your business, as it will be the cement in your foundations when you start the build.
DON’T keep key people in the dark
Having buy-in by your staff and key business stakeholders will ensure your brand building efforts are effective and inclusive. By engaging your staff and co-workers you can gather valuable feedback and insights into the business, the challenges, perceptions and get great perspective for improvement by people who are at the frontline of your organisation. Share openly with your employees your goals and plans for the brand, to make sure everyone is on-board and headed in the same direction. Your employees and co-workers are living representations of your brand, so their involvement is crucial to successfully communicate the new brand to the outside world.
DO consider bringing in a professional
You don’t get a second chance at first impressions right? Your brand is your business’s most valuable asset and far too important to leave to chance, so don’t be afraid to engage a full-time brand manager or bring in outside help in the form of a brand specialist (like Squarely - hint hint!). Whether you outsource, contact or hire, think of it as an investment (and insurance) into your business’s future
DON’T get caught up with what your competitors are doing
Sure, be aware of how your competition approaches their own branding, however don’t let them influence your decision. You may sell a similar service or brand, however your brand is what will differentiate you. Imagine getting your brand overhauled to completely blow your competitors out of the water, and who’s to say they have a brand (and business) you actually want to emulate? Create a brand that is authentic, unique and leverages your competitors weak points.
DO be consistent
When it comes to creating a killer brand, consistency is king. Brand consistency reinforces customer expectation, projects professionalism and keeps the business on track to achieve strategic goals. An inconsistent brand not only damages your business’s reputation, but can leave your customer confused, which in the end, as the saying goes “a confused mind does nothing” A brand that looks and feels unprofessional directly translates to the service or product offered, devaluing it and putting uncertainty in the customers mind when making the decision to purchase..
DON’T be fake
Your brand is your business, and your business is your brand. Online and offline reputations can be built and destroyed by being inauthentic or being untruthful. Brands and businesses are being called out online at every chance, so make sure your house is in order as the world really is watching. Be transparent. Be honest. Be truthful. Most importantly be authentically unapologetically you.
DO be patient
Rome wasn’t built in a day, and same goes with your brand. Remember your brand is ultimately built in the heads and hearts of your customers, as well as you and your team living and breathing your brand day-in day out over time. It takes time, refinement, iteration and a whole lot of testing what does and doesn’t work. Track your progress in what’s working, and what’s not. You’ll find your groove and do more of what’s serving you, and less of what’s having zero effect. Be patient and like a flower your brand will bloom and blossom
DON’T expect your brand to be “done”
The art and science of branding isn’t an end-to-end linear process. Think of it as a cyclical process. Start > Do> Review > Start. Your brand (and business) is a living breathing animal that breathes, moves and grows. Be prepared to keep your brand alive—even once you enter a maintenance phase. Also remain open to the possibility of refreshing your brand elements in the future as your business and industry evolves.
Ultimately, effective brand building is about finding what works best to develop the reputation and visibility of your individual business. As you enter the brand building process, use these DOs and DON’Ts to manage your expectations and intentions alongside a well-developed strategy.
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