How to create a successful brand: 5 basic steps to achieve it

A successful brand generates value, transmits trust and that makes it relevant to those who interact with it. if you want to know how to create a brand successful, I will explain in this article five steps to achieve it.

Imagine a person searching for an item on Google or on your favorite marketplace. Now visualize the hundreds of results of similar products that will appear. In a final exercise, think about how one product among all those caught the attention of the buyer and he buys it immediately. What did the customer see in that ad or space? Why did you make that decision? What would have to happen for you to do the same in their situation?

The answer to these questions can be translated into something very simple, but that takes a lot of effort to build: a brand. Beyond a name and a logo, a successful brand represents the thoughts and actions of a company that believes in what it does, and in turn, transmits this to its users and potential customers.

come with me and i will show you how to create a brand relevant to your users, with the potential to transmit a lasting message and the strength to increase your sales and the success of your business. Let’s go! 🚀

What must a brand have to be successful?

In addition to attracting attention with its image and having good products, a successful brand must generate some kind of unique value for its users; this can be an experience, a level of social status, durability in the product, etc.

Along these lines, offering quality and a unique value will make the brand successful by generating trust in its buyers, which increases the possibilities of growth and sales, since each satisfied customer becomes a potential ambassador of the brand.

Finally, there is the relevance that is acquired when your customers and users are interested in what you do because they feel identified with your brand. This level of connection is very important and will allow you to transmit messages much more effectively that will translate into success and growth for your business.

How to create a brand from scratch? The 5 basic steps to achieve it

The five steps to follow to create a relevant brand that provides value to its users and generates trust are the following:

1. Research your environment to define your target audience.
2. Identify the market position of your company and your products.
3. Create your company’s brand identity.
4. Integrate your brand to all the channels of your business.
5. Strengthen and boost your brand.

Now, if you already have a business —or even your own products or services that you market— it is possible that you have already advanced some of these steps, or perhaps even completed them! For this reason it is important to understand that, although this sequence of instructions is ideal when starting from scratch, you do not need to start there if you already have homework done.

Let’s see each step individually to understand what they consist of and what activities you must carry out in each one, do you think?

1. Research your environment to define your target audience

It is important to know the economic and social panorama where your brand will be active. The reason is as simple as it is important: you are looking for those people to whom you will sell your products.

For this part, it will be key to support you in a system that allows you to obtain insights or deep knowledge about the environment where you find yourself. Some questions that can help you obtain this information are:

• How are the people to whom you will sell your products?
• What are their habits, their motivations and interests?
• What needs do they have that you can solve with what you sell?
• What has worked for your competition?
• Where has it failed? What opportunities does this present?

The answers to these questions will allow you to build profiles that define what your ideal client is like, their interests, those things that move their decisions and how you can communicate with them. This useful profile is called . And you’ll need one for each type of customer you’re targeting.

💡Type: The better you know the market and the people who buy from it, the more effective you will be when communicating with your users and presenting your products or services to them. It is like arriving in a country for the first time and already knowing the local language. Much simpler, don’t you think?

2. Identify the market position of your company and your products

Since you have the knowledge provided by the market study and your buyer person, it’s time to analyze and face what you sell against reality. At least, in the first instance, it will be on paper.

When we talk about how to create your own brandIt is just as relevant to know both your potential customers and the products or services you offer. This will give you a clear idea of ​​how easy or challenging it will be to convince them based on those characteristics that distinguish your products from the competition.

Now that you place these elements, called differentiators, You will understand the strengths and weaknesses of your products against the competition and before your potential customers. This balance between what you have to offer and what makes you completely different is your value proposalthat only thing that the client expects from your company to solve some need.

With this complete analysis, it is time to start shaping your brand through elements with which you will seek to capture the attention, interest and action of users.

💡Type: A business model Canvas will be of great help for you to find not only your differentiators and value proposition, but it will also help you organize the basic structure that makes your business work. Use our .

3. Create your company’s brand identity

If your question is how to create a brand identity, it is right at this point where it is time to generate the part that will give meaning to what you do and represent. Brand identity is the essence that makes your brand striking, different and, above all, relevant. It is made up of four parts that complement each other:

• Name
• Image
• Culture
• Personality

Here there will be several activities to be carried out, so we will see them individually and I will present you with resources to facilitate your work.

Name

For the name of your brand, you should think of something short, that facilitates its memorization, has an intention when explaining what you do and, preferably, tells a story. This element of It will allow your users to connect by knowing or identifying with the origin of your brand. I recommend you read our article or get inspired by our article and support yourself in it to find and apply the name of your brand and company.

Image

It is the turn of the image, which is made up of three identifiers, which allow users to recognize your brand every time they come into contact with your communication or your products: the color palettethe logo and the slogan. If you are already thinking about how to create a brand image, we have three free tools for you that will support you in the search for your:

• Define the color palette that will accompany your brand and its products with the .
• Create your logo, the visual factor that activates brand recognition by your users, using the .
• Develop your slogan, that characteristic phrase that conveys what your brand does and represents, through the .

Culture

Culture not only talks about what governs the behavior of your brand towards the interior, there are also the things in which it believes and why it does them. For this point, you will need to work on , and .

Remember that these factors, in addition to giving structure to the interior of your brand, must also permeate outwards. For this reason, it is important that everyone who works in and around your brand is convinced of its purpose and direction.

Personality

in order to understand how to create a brand personalityit is necessary to work with the elements of brand identity mentioned above, integrate them and find the way your brand will act and be heard.

In this part you need to first develop the brand voice, that DNA that determines, through characteristic features, how he directs and transmits what he thinks. Is your brand serious or fun? With what you do do you seek to be friendly or referent? Do you see your company as the rebel or the knower among the competition? This voice is governed by adjectives and archetypes that define it.

On the other hand, the brand tone It will be the way in which you direct your voice to each of your audiences —determined by the profiles of buyer people that we saw earlier. How will you act in social networks? What do you want to convey in your product packaging? How do you address your potential customers in your online store?

To understand it better, this video by Ivo Fiz will give you several examples that will be of great help:

The secret is to understand that your brand voice never changes, it is always the same and is born from what you believe in and what you do, while the tone can change, depending on the moment or channel you use to connect with your users.

💡Type: Do not forget to officially register everything that has to do with your new brand. In the article, we explain the process step by step.

4. Integrate your brand into all the channels of your business

Once you have worked on the your brand identity, what follows is to take it to all the places where your brand and company will be present. Think of those brands that you immediately identify—even before a text comes out or someone speaks—when you see a story on Instagram or an ad on TV. That’s what we need! A presence on each of these channels:

• Products and services: your brand identity must be present in what you sell. This can be from the packaging of some soaps, to a webinar that you impart Remember that each product is always an ambassador of your brand.
• Social networks and communication: By establishing contact with your users and potential customers, either through an email or a post on Facebook, you will start the brand recognition process, which will eventually lead to the action you expect from your audiences.
• Website and online store: when people know about you, they will look for your brand, and what better way to find it than on a page or online store that gives them security and conveys professionalism. Your online store can be a great strength for your brand. Design it to your liking and transmit with it everything that makes you proud of your brand!

💡Type: Remember that less is more; avoid saturating your packaging, your website or your reels on Instagram with logos. Lean better on subtle elements of your color palette. If your color palette revolves around orange, use that tone in your product photos or in your videos for social networks, just as , a brand that uses Tiendanube, did.

5. Strengthen and boost your brand

Now comes the maintenance part. This is a muscle, don’t forget that. When your brand is present in every aspect of your business, you will need to strengthen it to retain your customers. There are many ways to do this, but to boot, keep the following in your sights:

• branding strategies: these activities or brand management —such as…