Steps to building an impactful brand that withstands the test of time

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Written By Juliet D'cruz

Apple, Nika, and Coca-Cola are all great brand names everyone knows about. But how are they different from other businesses that remain in the shadows? It’s pretty straightforward: they know exactly what to do to become memorable. If you ever look at big brands like Amazon with admiration and wonder whether it is possible to have the same impact, we’ve got some good news for you: it is! In this blog, we will guide you through everything you need to know about building a powerful brand, so stay tuned.

Understanding brand building

Before getting into detail about how you can create a distinctive brand, we should first clarify what a brand is. Simply put, it refers to the identity of your business, as well as your values and ideas that are reflected through catchy slogans, well-designed logos and great products. Building a brand may sound complicated, but it’s not rocket science. The process comes down to creating a sense of trust and an emotional connection with your target audience. Now, this may be evident, but you can’t expect to succeed unless you put in the time and effort to create a powerful brand strategy and deliver a unique experience to customers.

With that said, if you lack the resources and creativity to do so, consider hiring a digital branding agency. Whether you need help with brand naming, creating your brand identity or building your digital presence, working with a specialized team is the key to growing fast and reaching the right customers.

6 ways to build a notable brand

It’s totally fine if you need support to build a powerful brand – in fact, it’s recommended to do so as long as you can afford hiring experts. However, the following tips may also help you turn your brand into a great one.

Establish your brand’s purpose

Defining your mission statement is a crucial step in building a powerful brand. This refers to what you’re passionate about, or, in other words, the reason why you have come up with your business idea in the first place. Customers tend to invest in companies whose goals aren’t just to make a profit but rather have a strong vision, such as inspiring and providing solutions for issues in the world (like the environmental crisis, for example). Obviously, our business exists to make money, just like all do. But sometimes, this comes at the expense of communities, and customers are well aware of this aspect. Hence, it’s important to find a balance between making a profit and improving the world through your products and services. Take the time to consider this aspect by asking yourself the right questions, such as in what ways your company can be a game changer in today’s society and how you want to inspire customers.

Choose a memorable name

When it comes to marketing, names are powerful! This means if you want to create a unique brand, you should start by choosing the right name – and that isn’t a piece of cake. Your brand name will send a message to your customers and, thus, create an impression on your business, so you want to give some thought to it. As a tip, you should come up with a name that other brands aren’t already using and that customers can remember easily. So, start brainstorming ideas and use metaphors, descriptive words, acronyms, altered words, and so on. If you have trouble picking a great name for your brand, consider getting in touch with branding experts like the ones at

Look at your competitors

You can’t fully explore opportunities if you don’t take the time to analyze your competition. It is crucial to find market gaps and learn from what they’re doing. Looking at other brands allows you to get inspired by their successes or avoid costly mistakes. Check their websites, product prices and promotion strategies, as well as the reviews from customers. Also, consider conducting a SWOT analysis to identify their strengths and weaknesses. Although this requires a bit of effort, the findings can help you develop better products for customers and, thus, win against competitors.

Create your brand personality

Your brand can only stand the test of time if it is alluring. Therefore, you must focus on building a unique brand personality that captures customers’ hearts. Brand personalities can include the following characteristics:

  • Sincerity: thoughtful and kind;
  • Sophistication: prestigious and elegant;
  • Excitement: spirited and carefree;
  • Competence: influential and successful;
  • Ruggedness: outdoorsy and rough.

In other words, creating your brand personality means humanizing it depending on what you want it to stand out for. This makes it relatable to your target audience, so make sure you don’t overlook this step, as it will have a major impact on engagement and conversions.

Use storytelling

Who doesn’t love great stories? Customers definitely do like it when business owners have a meaningful message to share! This is why brand storytelling matters significantly in connecting with them on a deeper level. However, you need an intriguing narrative that can help convert. For example, Nike and IKEA are known for having leveraged storytelling to awaken certain emotions in their customers. Coca-Cola has also spread feelings of happiness through video marketing in its 2020 Christmas Commercial, which has over 9 million views on YouTube. It’s enough to take a look at viewers’ comments to understand the impact of powerful stories. Regardless of your company size, storytelling is a great way to effectively convey your brand’s message – all you need is a compelling idea and an excellent execution.

Promote your brand via the right channels

It’s not enough to create the best possible brand if you don’t promote it effectively. Fortunately, in the digital era, this is easier than ever, as many marketing tools are available. An important step is choosing effective channels like email or social media. The latter is a surefire way to connect with potential customers easily. But keep in mind that building a strong social media presence also takes effort, as you must create posts that resonate with your followers and constantly look for the best ways to hold your audience’s interest.

The bottom line

Now that you’ve read this, it’s time to start building a brand that will stand the test of time! By following all the steps mentioned above, you will succeed in giving life to your brand and ensuring customers will love it.

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