How to build a brand

Most famous brands in the world – including Adidas, Nestle, Nike, McDonald’s, Sony, Facebook, Ikea, Pepsi and much more.


One of the most valuable assets to any business is a recognisable strong brand.

The logos in the image attached are well known. You don’t even have to know the name of the company to recognise who they are and what they do.  Their symbol or logo is enough.

But your brand is much more than just a logo – it is how people perceive you when they interact with your business.

Most businesses I deal with are never going to have the brand recognition of the brands in this image. These companies are huge and have a large wallet to go along with that in terms of the marketing spend they can put behind their marketing campaigns. However, there are a few basics that any business can consider when trying to build brand awareness.

Whether you operate as a B2B or B2C business, purchasers still rely on extensive research and other people’s opinions before making a purchase. This then in turn creates trust in a brand which is everything to a successful business.

So, a few tips:

1.  Know who you are

It’s important you know what your business stands for, how you want to be seen and what products or services you are offering.  So, identify your mission statement, your values, and your vision. If you don’t know who you are, how can your customers be expected to understand you? For example, Tesla’s mission statement is ‘’to accelerate the world’s transition to sustainable energy’’. It does not mention what their product is or who they are targeting, but it does provide a holistic goal for their business. For more inspiration see this article here from Hubspot.

2.  Decide how you want to be seen

Every business is unique and deciding on the “type” of company you want to be and what you want to portray is vitally important.  Above all understanding your target audience is vital here. Who are they? Where do you find them? Who are your competitors and what are their key strengths? Why would any customer switch to you?

If you are a funky clothes retailer, you might want to be fun and quirky.  If you are an organisation dealing with a multi-million pound utility business, you will want to look professional, dependable, and experienced in your sector.

3.  Decide on your tone and differentiate

Everything you write about your business – from website to emails, to packaging, signage, and brochures needs to be consistent.  The tone of voice on all your communications needs to be aligned with your collateral. Once you have chosen your brand name, consider the keywords that are associated with it to ensure you reach your target audience. For example, if your company is meant to be seen as trustworthy and experienced you can use slightly formal language. After that this will make your customers feel that the people who run your business are dependable and knowledgeable.

A great example of a different style of communication is from a company called Paws & Presto who brand themselves “Problem-Solving Pet Products”.  I ordered their dog drying bag as our Retriever was soaked from his walks in the recent downpours. After placing the order, I received a fabulous email reply which went something along these lines:

Hi Karen,

We were just about to take a little break and go for a dog walk when all of a sudden, I checked my phone…


I swiped over and I couldn’t believe what I saw…

” No way…” said Tom.

It FINALLY happened…

”It can’t be…replied the new guy (whose name I haven’t learnt yet).


……..Don’t worry, once the celebrations die down, we’ll pack your order and ship it straight out to you.

Then it was signed “Digby Doodle the cockapoodle.”

This was such a great way of being different, establishing a very unusual tone of voice and getting noticed!


4.  Have a clear design framework

If you have a strapline to accompany your brand, ensure it is everywhere. Above all make sure you have clear guidelines in a corporate identity manual to clarify how and where it can be used. Ensure your brand name and logo are simple and can be easily recognised and unforgettable. Share the manual with your employees. They are an asset in your business to ensure your brand is shared. Read my blog Make Marketing Everyone’s Job to find out more.

External suppliers and designers also need to know how to use your brand.

Appoint a custodian in your business to ensure the design is consistent.

For some guidelines on how to create a design guide read this article in Canva.

5.  Ensure you have a brand strategy

Your marketing strategy should include a plan on how to get your brand name known and in front of  your customers.  Everything you do should be considered: email footers, stationery, signage, packaging, uniforms, gifts, advertising, vehicles, etc. Make sure your brand is given the priority it needs by including it in your marketing plans and link it through to your key priorities in the business.

Another great example to share is in the water treatment industry. This company have created an App which tells you if rain is imminent. They also supply a handy foldable umbrella (branded of course) with details of how to access the App. It also works worldwide. So, when there is imminent rain, the App tells you that you need to take the company’s umbrella with you today. What a fabulous way to tie in your brand, a helpful every day application and connects with their industry.

6.  Ensure your website fully communicates your brand

Your website is the window to the world and is key to building a sustainable brand.  It is where most people will find you first, and where they will visit to look at who are and what you do.  Your email marketing campaigns, social media campaigns, customers you meet at events and conferences, will link to, and view your website to find out more about you.

Ensure your website conforms to your design guidelines and your messaging aligns with your tone of voice and your values.

7.  Have a presence on social media

Social media is one of the best ways to build a brand at a relatively low cost. However, choosing which channels to use and which ones to actively operate in is key.  I recommend to all my clients that it is best to manage one channel and be successful, rather than be on many and not have enough time to do well on all of them. Social media is about awareness and interaction, and it is easy to be able to track what works and what doesn’t. Then by reviewing your metrics you can refine your content strategy.

8.  Think about the bigger picture

A mission statement outlines who you are, but each business will operate in a market sector.  There are challenges and issues in every segment. For example, in the clothing industry, the amount of clothes we buy, and bin is having a huge impact on our environment.  Acting as a thought leader in terms of how we can overcome an issue such as this can push your brand to the forefront of people’s awareness. In other words by demonstrating how we can save the planet in this way.

This will extend your brand by providing a “voice” in a wider market.


These are just a few tips to help you understand how you can create a great brand.  The main pointers I wanted to share are threefold and simply:

  • Know who you are and what your brand conveys to your customers
  • Be consistent and be different
  • Be everywhere!

If you would like to talk to me about how marketing and using your brand can help your business be successful and grow, please do reach out to me by contacting me on 07966 192597 or send me an email.


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