10 things you need for strong brand building 

I speak to groups of business owners weekly about what you need for strong brand building. The first thing I emphasise is brands are earned…not bought.

It’s easy to buy a business name, but you need to create a brand.

The next point I make is that it’s important to agree on a simple definition of a brand. For me, a brand is simply an emotional attachment.

These are seriously important concepts in themselves, but we’ll leave them for another day.

So, in no particular order here are the ten things every business owner must do to ensure strong brand building:

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 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 and copy. 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 and so on. 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 ten!

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.

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

• 04 Sep 09
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5 comments | Add your own 

• A good list, Tim. Can I add,
  Generic brand names should be avoided. That is, don't be General Paper Supplies, do something interesting like Paper Stack.
  Make your brand and all its marketing 'sticky'. So people actually notice it and remember you.
  See, The 22 Immutable Laws of Branding, Al Ries and Laura Ries.
  Also, Purple Cow, Seth Godin.
  And, The Tipping Point, Malcolm Gladwell.
  Ben Ben from Sydney

• Hi again Tim, I'm surprised no-one else has had the time or inclination to comment here on your blog topic.
  I think the subject the speak of is the essence of what can make a particularly successful business, compared to one that just coasts along.
  Have thrown a few dollars your way for Cha-Ching. Hoping to learn at least something new. Cheers. Ben from Sydney

• Nice one Tim.
  I'd also add "Don't let the brand, image or story become stagnant"
  Totally agree with having one designer do everything. It simply makes more creative sense.
  If people are looking for a designer to work with to develop their brand and a uniquely appropriate visual language...feel free to get in touch.
  Paul Paul from Melbourne, Australia

• Great words Tim, we find ourselves explaining exactly these point to some of our clients and I am glad that I now have a reference point to guide them to. The brand should be the pinnacle of your business with every other piece of communication hanging from it, that way your core messages will be coherent and strong! Thanks Dan Day from Manly, Sydney

• Well spoken. A company’s brand is vital to its success. A strong brand will gain loyalty and trust over time and provide credibility to your business.
  One thing to check for when creating a brand is the availability of a domain name to match. It is important to carry over your brand name particularly for e-commerce based sites, to really strengthen your marketing strategy. Kim from Austin, TX

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