For our video series How to build a successful brand, we took our core branding methodology and packaged it up into six steps to give start-ups everything they need to build their own successful brand.
In the finale of the series, Alisa Murphy offers some take-home tips on how to use everything that you’ve learnt on your branding journey. Make sure the time and effort you’ve spent coming up with your brand attributes, defining your value proposition and identifying your key messages don’t go to waste.
If you have stumbled upon this and missed the last five episodes; catch up here.
You have to live and breath your brand
Your brand doesn’t just exist because you ran a brand exercise, wrote down some words you felt good about, patted yourself on the back and then forgot all about it. However, nine times out of 10 that’s what happens. People get excited about ‘branding’, they have a meeting, they run a workshop and then they get back to business as usual. Of course, you need to get on with running your business but we believe that HOW you run your business has to be true to your brand. Otherwise, people just won’t buy it.
Start with the why
It’s irrelevant how you look and sound if it’s not true to who you are. That’s why we start with your ‘why‘.
It’s relatively easy to build a good-looking, smooth-sounding, polished and professional brand. The real magic is creating a brand that is a living, breathing manifestation of you and your company. It should:
- Work for you – it should emulate WHY you do what you do and WHY your business exists
- Connect with your customers – it should appeal to them and their emotions
- Motivate your team – they should feel confident working behind it and representing it
- Achieve your goals – use it in your messaging to get your brand/business/product seen by the people you want to see it
How to be authentic
This is the biggest theme of marketing and sales in the current era. CEOs of boring corporations that none of us have ever heard of are spending time doing live videos on social media. There’s a reason for this. Authenticity works. It builds trust and it sells stuff.
Think about it, every yoghurt you buy has a story on the back about a small-scale local farmer with a big dream. Take Yeo Valley, one of the most successful and well established British yoghurt brands.
Its website and branding screams ‘rustic farmers sourcing local produce and using quality British milk’. Its visual aesthetic and messaging appeals to the emotions of consumers who want a quality product that they can rely on and buy time and time again. By showcasing how long it has been farming in a particular region and demonstrating that it is a family business which has been going for generations, Yeo Valley has managed to build an image of trustworthiness and tradition. The ideal way to generate customer loyalty.
We challenge you to use what you’ve learned throughout our video series. Here are some things to consider:
- How does it make you feel?
- What are they saying?
- Why do you think they have done it like this?
- Does it hit the mark for you on brand authenticity?
If you take nothing else from this series, please, do not settle for an off-the-shelf brand. Do not settle for something that looks great but will not deliver in the long term. Believe in yourself that your ‘why’ is important and that people want to listen. It’s not easy – you will have to work hard to develop a successful and holistic brand. But when you succeed, it will enable you to deliver your long-term commercial goals.