1. Have A Easily Recognizable logo for your Brand

There are a few traits that a logo should have in order for it be effective.

First a logo should be easily recognizable.

The easier it is to recognize a logo the easier it will be to remember.

An easily recognizable logo is something that can catch the attention of your Audience every time they see it.  Every time your Audience sees and recognizes your logo it help to create Brand Awareness. If Brand Awareness is achieved your Audience if more likely to remember your brand when the time comes for them to make a purchase.  

Therefore, they are more likely to purchase from you.

2. Find the right name for your Brand

When starting a brand, spending time creating a name is an important step.

A Brand Name is often the first touch point to a potential audience. So it’s important to have a good idea what a name is communicating. A Brand strategy is good way to help you determine what you should be trying to say.

A Brand Name should also be distinct and ideally be possible to trademark. This helps to ensure brand recognition which can ultimately help to increase engagement.

However a name is a vessel for what we do with it. It takes consistency and hard work to create its’ real meaning.

3. Create an Effective and Memorable Tagline

Part of building Brand Recognition and Loyalty is communication the essence of your Brand to your audience.  The first written communication touchpoint of your Brand is typically a Tagline.  A Tagline is a simple short message to you audience.  Typically less than 10 words. It sums up what your Brand is about in a memorable, meaningful and entertaining way. The most effective taglines engage audience and create a favorable emotional connection.

When creating a tagline there are a few things to take into consideration before you start the creative process. You first need to know what the goals of your Brand are?  Who are you are a Brand? What is you Unique Selling Proposition? Once you know what you are trying to communicate you can then start to communicate it. This will give your Audience the some initial insight to your Brand Essence and create intrigue or engagement.

You can also brainstorm adjective that describe your Brand and your goals. Then circle the words that give you the most goal oriented emotional response.  Use these words to focus on while writing out sentences that describe what you brand does and stands for.  It’s ok if the sentences come out long in this phase. The more interactions the better.  Keep refining until you get something you are happy with.

4. Purposely Choose colors

Colors are a distinct differentiating factor for you Brand Identity. Your Audience notices the colors you have chosen even before they recognize your logo. Even when a logo isn’t present, your Audience can make an association by colors alone. This is why it’s important to be familiar with your Competitive Landscape and to make sure that your Brand colors are distinct and different from your competitors.  

Colors can also help to communicate what your Brand is about. Color phycology is the science of the relationship of colors to human behavior. Each color has a corresponding phycological meaning.  Once you know what your brand represents you can use colors to help communicate it to your Audience.

Purposely choose the colors for your Brand.

5. Make sure your Brand Believes in Something

These days your Audience is interested in more than just your product or service. An Audience is equally interested in Why your brand does what it does. This is a big part of branding. There are businesses that have succeeded solely on the idea of believing in something.  Whether that something is a cause, a way of life or maybe both.

Some companies choose to plant a tree for ever item sold, or to give away a second product to someone in need when customers make a purchase. These are actionable steps that align with a Brand that has chosen something to believe in.

A modern Audience needs more than just a product, they need a Brand that believes in something

6. Be consistent

Being consistent is an important piece of creating Brand Trust and Recognition. A Brand has to be consistent with its messaging and identity across all of its touch points in order for it to really resonate with an Audience.

Not only does a Brand have to stay consistent with the way it looks and what it says, it also has to stay consistent with how acts. A Brand has to stay true to its core values. It’s one thing to communicate to an Audience through design and messaging, but like the saying goes, actions speak louder than words.  

So, stay consistent.


7. Find your Unique Selling Proposition

The process for creating a brand in this modern competitive landscape is different than it has ever been before. It’s never been so easy to get your product or service in front of an Audience. Because of this, people have never been exposed to so many different businesses before. This makes it harder than ever to get the attention of and resonate with an Audience. It’s not enough to mimic what other popular Brands have already done, even if you do it just as well.  Now, in order to gain attention and resonate with an Audience, your best chance is to differentiate. The idea of a Unique Selling Proposition has been round for a while but it has never been so important.  It is an essential element to modern marketing.  

A Unique Selling Proposition is the idea of featuring something about your product or service that only your Brand has.  What makes your Brand different?  What makes your brand Special? What can you offer to your Audience that no one else can?  By developing a Unique Selling Proposition, this will help you to understand what attributes of your Brand to focus on through out initial marketing tactics. A Unique Selling Proposition should be at the forefront of all Brand Developments campaigns.

8. Create Audience Personas

Depending on what stage of brand development you are in, you can either create an ideal customer out of what you can infer about an audience, or you can compile and gather information from Audience interviews.  Although Audience personas go beyond Demographics, Demographics are a good place to start. After determining demographics such as location, age range, marital status, male or female, we then break this down even more. You are looking to put together Psychographic information like, where they go on vacation, what books they might like to read, what hobbies they have and anything else you can think of.  You can even give each persona a made up name. This will help you recognize potential places where you could find your Audience or potential methods to engage with them.

The exercise of creating an Audience persona is an exercise in figuring out exactly who you are marketing to. By creating Audience Personas you are looking beyond general demographics to peer into potential insights that you have perviously overlooked.  It helps you personalize your marketing efforts so that you can be more efficient with your marketing budget.  

9. Do a Competitive Analysis  

Knowing your Brand Competitive Landscape is one of the most important things you can do to help market your business.  By studying the Competitors in your industry you can learn what they are doing and how they are doing it. This will give you an understanding of their strengths and weaknesses.  By knowing this insight into the market you can then identity potential opportunity.  Opportunities will appear in an ability to differentiate.  

As I outlined in an earlier Marketing Tip about Unique Selling Proposition, differentiating is a key component to success.  A thorough Competitive Analysis is the only way you are going to be able to discovers ideas that will allow you to create a distinct unique Brand.


10. Write your Brand Story

Any successful Brand has to have trust. Although there is really only one way to keep it, integrity, trust can come in many different ways.  But, for now I’d like to talk about the concept of creating trust through Brand Story Telling.

An Audience wants to be able to recognize the human characteristics of your Brand. By giving your Brand an authentic engaging story your Brand can come across as more human, more relatable, and more trustworthy. The more an Audience can relate to your Brand Story the more they are going to resonate with your Brand. This can help you on your way to more sales, and as long as you maintain integrity, this can lead to more Brand Loyalty.

A good Brand story will help you on your way of successful Brand Development.

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