The Process for Branding a Business

Learn more about the importance of brand identity.

August 1, 2021 at 9:13am

Written by John Lasurdo

A brand isn’t something you build overnight. It requires research, strategy, planning and actions.

Establishing a clear branding process for your business can help you build a powerful brand that sets you apart from the crowd.

Branding has always been an essential component of any business, but it seems to have become much more important now than ever before. With social media, consumers get exposed to new products and services at an extremely unprecedented rate.

If you want your brand to stay in the heart of customers for long, you need to create an unforgettable brand that distinguishes you from competitors.

In this article, you will learn what branding process typically involves, why branding is important to your business and how to get started.

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Branding process refers to a string of deliberate activities or plans designed to establish a value proposition and communication strategy for a company in order to create a coherent and recognizable brand identity across all marketing channels. A conscious and carefully mapped-out branding process allows you to shape your brand with purpose and control. Many details go into creating a brand that’s loved and easily recognizable by customers. The branding process combines rigorous research, expert strategy and cutting-edge design to create a powerful, effective and memorable brand.

Design is the silent ambassador of your brand.

—Paul Rand

The marketplace is saturated with many businesses competing to grab customers’ attention. If you want to stand out among the competition, you need to invest some time, energy and resources in creating a unique brand for your business.

Your brand helps you create an experience that’s unique to you. You can leverage that experience along with other branding elements to better position yourself in the crowded market.

Apple is one of the examples of the companies that have been able to create a unique brand. iPhone, which is the company’s line of smartphones, is a mobile product of choice for millions of American people. What makes them different from any other mobile phone companies? Apple prides themselves on innovation, high-end security and user experience, presenting themselves as the world’s leading technology company.

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Branding has to do with letting customers know what to expect, how you treat them and the results you can help them achieve with your solution. Companies that have a coherent and consistent brand earn the confidence of customers. Customers are more likely to return when they know what to expect, especially when there is proof to support your claim.

Buying grilled chicken from Chicken Republic may be more attractive to a customer than buying the same food from a smaller, lesser-known restaurant in town, even if it’s slightly more expensive at Chicken Republic. Customers already know what to expect for their Kitchen Republic experience and feel fulfilled buying from them.

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Your brand is what differentiates you in the marketplace. When customers recognize, love and support your brand, it adds a competitive edge to your business. The more recognition you earn and the more you invest in building a positive brand, the more acceptable your brand becomes.

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Follow this simple, step-by-step guide to create a brand that customers love:

Research is the first step in any branding process that’s poised to succeed. This phase involves collecting information and interpreting the findings to understand your product, industry, potential customers and how your product or service can solve customers’ problems . The research consists of a combination of online and physical market intelligence gathering, including interviews with potential customers to understand their goals, fears and pain points and then align your solutions with their expectation.   

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Your brand strategy is informed by the findings of your research. This stage is focused on defining who you are, identifying who you are trying to reach, clarifying the products or services you offer and positioning yourself among competitors. The strategy phase sets the tune of your communication, brand voice, brand message and creates brand consciousness in your team regarding brand value and business goal.

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The design stage is the point where you translate your brand values into an irresistible and memorable physical brand identity. One of the main objectives of the design stage is to help develop a strong visual identity. Additionally, effective design thinking can be used in other aspects of the business to improve your products, services and advertising.

The elements of your brand identity should be applied across all channels, including traditional and digital marketing platforms such as social media. This includes your logo, color and fonts, patterns and icons, and web design. The design stage involves a lot of testing and experimentation to arrive at the perfect brand identity for your company.

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The brand awareness stage is the phase where your brand identity, including your visuals, messaging and experience is introduced to the public. You need to start by carefully planning the roll out schedule, including which platform you’re using for the launching. Brand awareness can take many shapes, from a website launch announcement to a series of brand promotions on social media platforms like Facebook, Twitter or YouTube. This phase can happen fast, but can also last several weeks or months depending on your business’s strategy and the prevailing circumstances.

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Building an effective brand helps you to suitably position yourself in today’s highly competitive market. With a carefully defined branding process, you’ll be able to build a reputation that helps you retain existing customers while attracting new ones.

But unlike constructing a real building, building a brand never ends. It’s a continuous process as there could be times to tweak your strategies or make some major changes. Regardless, it’s best to stay true and committed to your core brand personality.

Need help with developing a brand that sells? Dead on Design is an experienced branding agency specializing in brand strategy, web design, and brand marketing. We can help you with creating a successful brand. Contact us to learn more.
For more information on how https://deadondesign.com can help you about The Process for Branding a Business, please contact us at 631.887.6000, or visit us here:

Dead On Design
205 Windmill Lane, Suite 3 Southampton, NY
631.887.6000
Company Branding Process

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