Bearly Marketing

How to Build Your Brand

How to Build Your Brand

Your brand is a quintessential part of your business. Whether you are operating a small business or a corporation, branding is a way to cultivate a unique personality for your company and help it stand out from the crowd. Branding goes beyond a logo – it encompasses your company’s purpose, vision, goals, personality, and identity. Successful branding helps you connect with your customers and foster a long-term relationship with not only your customers but other businesses as well. When constructing, developing, and growing your brand, you want to figure out who your target market is and how to connect with your customers.


Who Is Your Brand?

When you start developing your brand, you want to consider what your brand represents, believes in, what products or services you sell, and who your target demographic is. In terms of the products or services you sell, consider what specific skills you offer that differs from other businesses in your field. Focus on your business’s strengths. If you offer the quickest service or the most affordable service, integrate that in your branding campaign. Consider what your customers’ needs are and who your customers are. Different industries target specific demographics. For instance, if you are targeting younger generations, your logo should be built to attract a younger audience and implement current trends in its design.

Different age groups are attracted to different forms of marketing. While a younger audience is more inclined to use social media, older generations are more likely to view print advertisements. Make sure your brand addresses the concerns of your target market.

Pick a tone that matches your brand and its attitude. If your brand deals with a serious issue like civil rights or homelessness, a comedic tone is inappropriate. Consider if you want to implement a funny, easy-going tone, or a serious one.

Consider how your brand fits in and stands out from competitors. Focus on what your brand does that is unique. Is your brand the most luxurious? Is it the most affordable? Is it the most eco-friendly brand? Whatever your brand does best, make sure to focus on it. Remember, everything from your brand’s logo colors to your mission statement matters.


4 Steps to Building a Brand

Once you establish who and what your brand is, your next step is building it.

1.Establishing Your Brand’s Identity

A brand’s identity is the message customers receive from the brand. Establish your brand’s values and your company’s meaning, and what you hope to help your customers accomplish. Make sure that the way your brand is portrayed on social media platforms is consistent with your brand’s values. Consider using a social media management specialist to help oversee your web presence. Investigate the background of your typical consumer in terms of their age, location, occupation, and income, and make sure that the look and visual appeal of your brand’s logo and website attracts your target market. Keep in mind that a brand’s identity changes over time and can always be adapted. Spend some time picking out the right colors to define your brand to incorporate into your logo. Color greatly influences how consumers view your brand. For example, the color green implies calmness, so if you want customers to associate your brand with being calm, green is a great option. Color can effectively be used to compliment your brand’s identity.

2.Establishing Your Brand’s Meaning

When addressing your brand’s meaning, consider what your brand does. What types of products you sell and what kinds of services you provide helps create a way to positively market your brand while reaching out to potential customers.

3.Establishing Brand Responses

Brand response is how a company shares information about itself and helps dictate how customers view the brand. It also touches on how brands interact with consumers and the public, especially on social media. How your brand responds to and interacts with the public can influence how consumers view the brand, and whether they have a favorable or unfavorable view. How your brand responds to customer complaints has a substantial impact on customer retention. Consumers are more likely to share negative experiences than positive ones, so dealing with complaints in a way that leaves your customers happy is a necessity.

4.Establishing Brand Relationships

Forging a strong connection with consumers is a must. One of the most effective ways to create a strong relationship with customers is establishing trust. Consumers want a brand to provide consistency and back up its claims. Make sure your products or services do what you claim. Create a personalized customer service experience, which helps makes your customers feel valued. To help create a strong relationship between your brand and customers, run engaging social networking pages. When customers interact with your brand on social media, give a personal response. Consider using a social media agency to help you build your brand’s social media presence. It is essential to actively post on social media platforms and write in a personal and interactive tone.


Sharing Your Brand with the Masses

After you successfully develop a strong brand image, identity, and digital presence, your brand now needs to be shared with the masses. It’s not enough to build a strong social media following or a great logo. You need to ensure your brand reaches not only your target market, but as many people as possible. There will always be consumers that fall outside of your target audience. Reaching people who may not purchase your products or services can still help share your brand and make it a household name. With the popularity of social media, people can easily share your company’s posts to their friends, and indirectly lead you to a new client.

You want to utilize mechanisms like the press, physical and digital advertising, targeting, and social media to share your brand.


There are a variety of ways to maximize brand exposure through the effective use of the press. You want to use these strategies to target your typical consumers. If your brand is meant for Baby Boomers, you should target publications like Reader’s Digest and AARP. Conversely, for a younger generation, you can take out print and digital ads in magazines like Rolling Stone.

You can also target your market through digital ads on websites and social media platforms. Once again, keep in mind the age group of your target market, and ensure the platform that you advertise is popular amongst your target consumer.

Consider doing interviews for media outlets and publications that are most popular among your customers.

2.Retail Brands

If you sell physical products, make sure the vendor that sells your product is consistent with your brand’s values, ideas, and identity. Make sure that if your product is sold in stores, your target market frequently shops there. Take advantage of e-commerce platforms if your consumers are more likely to shop online.

3.Social Media

Consumers value honesty as the single most important trait they want from brands. Social media can be used to effectively build trust with customers, and to provide an honest portrayal of your brand. Visual based social media platforms like Instagram are a way to share your company’s products or services. Posting pictures of your products and how they are used, or before and after pictures of services your brand has provided, can give consumers faith that your brand delivers on its promises. Consumers are able to trust pictures more than a great tagline.

Social media accounts are free to create and can be an extremely effective way to share your brand. In 2018, 77% of Americans had a social media account, and 2.34 billion people worldwide had at least one social media account. Facebook alone has over 1.86 billion users worldwide.

Social networking platforms therefore create an easy way for your brand to reach people in a cost-effective, global manner. Engaging users on these platforms help build a personal relationship and gets people to talk about your brand.

You can add videos, pictures, and articles to your accounts, and keep a high level of interaction. Certain social media platforms allow you to integrate e-commerce features, which is a great way to attract customers and increase sales.

The tone you use and the color pallets you choose help people to associate your brand easier. For instance, Coca-Cola uses red in most of their advertisements, and the main color in their logo is red. This helps consumers associate red with Coca-Cola. When Coca-Cola posts ads on social media, they allow consumers to share the post, which creates a way to target more people and create an association between red and the Coca-Cola brand.

Your posts on social media can reinforce your brand’s image and identity. If your market is young investors, you can add posts that focus on concepts that connect with investors. Your brand can successfully integrate visual marketing strategies to share your brand’s beliefs. If your brand is dedicated to a social cause, you can use social media to share its commitment to an organization that supports the cause. Social media advertising is especially useful on Instagram, where consumers are more focused on following and communicating with brands and companies.

Maintaining Your Brand

Building a successful brand is time-consuming and challenging. As cultural trends shift and generations age, a brand needs to be prepared to evolve. When adapting your brand to new changes, it is important to stay true to your brand’s values and ethos. A brand should not change its mission solely because trends have changed. You need to take both short-term and long-term steps to ensure your brand’s image and reputation continue to improve and stay relevant. Short term goals include following what people are currently associating with your brand or communicating about your brand. Long-term means recognizing when your target market changes or a new consumer generation comes of age. It is important to maintain your brand’s equity and value over time, and below are a few strategies to consider when thinking about how to maintain your brand.

1.Stay Informed

Monitor how your brand is doing and whether consumers or the public is talking positively or negatively about your brand. Your brand’s image can easily change when societal values change. For instance, more baby product ads now feature men as primary caregivers, whereas several decades ago the same products only targeted mothers. Keep in mind that your target market can expand to encompass demographics that previously didn’t buy your product or service.

Keep up to date on how consumers view your brand and how well it sells. Major events can change how people perceive your product or service, and quickly reinforcing or adjusting your brand’s mission statement can prevent a public relations nightmare. One example of this occurred when, after a school shooting in Florida, retailers such as Dick’s Sporting Goods and Walmart increased the minimum age to buy firearms in their stores from 18 to 21. Kmart took a similar approach following Columbine when they stopped selling certain ammunition for firearms. Even though Dick’s and Walmart didn’t produce firearms, they adjusted to public views on firearm policies to reinforce their brand’s commitment to safety.


Don’t be afraid to change your branding strategy. You can always change your brand identity and strategy and make your brand relevant. Adidas effectively shifted its branding approach when Nike and Reebok secured established athletes like Michael Jordan and Allen Iverson. Adidas pivoted towards signing young, up-and-coming athletes like Kobe Bryant and targeted a younger audience.

Rebranding doesn’t require your brand to change its identity or mission – it may mean doing something as simple as adjusting your target market. Partial rebranding is a great option for established brands looking to update its identity. Old Spice successfully attracted a younger customer base by launching unique and humorous ads. Old Spice’s previous market consisted of older adults, but their effective marketing campaign brought in a younger customer base.

A total rebrand is a great approach for brands that need a rebuild, changed their name, or consolidated other companies. A new mission and identity can be created to match the new company. When reviewing whether your company needs a partial or total rebrand, make sure not to overreact to poor sales or a bad quarter. Decide whether your brand’s values are still valid, or if they need to change.

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