10 Things You Need To Do To Build A Healthy Brand

I speak to Clients and groups of business owners weekly about what it takes to build a strong brand.

The first thing I respond with is that BRANDS ARE EARNT…not bought. You buy a business name…you create a brand.

The second point is that it’s important to agree on a simple definition of a brand. For me…A BRAND IS SIMPLY AN EMOTIONAL ATTACHMENT. Already we’ve covered some seriously important concepts that we’ll leave for another day.

So, in no particular order here’s the ten things every business owner must do to ensure they build a strong, healthy brand:

1. Know what your brand stands for…whilst I may be a marketing consultant in every day speak…my brand  is all about making businesses and charities irresistible. That’s what I stand for. Identifying what your brand stands for is actually the first part of my Brand Character process.
2. Do things properly…If this means do less, then do less. Avoid cheap, shoddy anything…Printing, design, packaging, photography, copy etc etc. If this means buying a cheaper office chair, then get a cheaper office chair!
3. Have one designer do everything…logo, fliers, website, signage, PowerPoint, stationary etc. Make sure they know what they’re doing though…particularly in regards to your website.
4. Know your core values…These should form the basis of all decisions you make in your business and around your brand.
5. Identify your prospects’ problem…As brand builders we are problem solvers. Make sure your brand clearly says “Hey, I can fix your problem!”
6. Identify your brand’s personality…Then ensure it comes through in all its marketing.
7. Be unique…Take a look at what the competition is doing, identify the gap and fill it with your brand. If all the brands in your category are black then be white. Great brands challenge their category.
8. Be consistent…Make sure you present your brand to the market place in exactly the same way no matter what the medium. You are creating one brand…not 10!
9. Socialise it…Make sure every person within your business knows what your brand stands for. It’s useless having everyone on different pages.
10. Make it visually really interesting…There are so many boring logos out there…Don’t be one of them. Be brave…it pays off.
11. Under promise and over deliver…All good brands do this. Remember, I promised 10 points…well this is the 11th ;0)

This is not the definitive list but we could make it one…What would you add?

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