Written by the The Melotti Content Media Team, checked by Christopher Melotti
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What are the brands that you love?
We’re pretty sure there are several brand names you could drop right now, with varying levels of love for each. Of course, that’s a natural response for all of us – even we have favourite brands that we can name in a heartbeat!
But this is not about them. This is about you.
If the question above was presented to your customers, would your brand make the cut?
If your answer is a solid YES, then you’re right on track.
But if it’s anything less than that, then this is a great opportunity to (re)assess your brand and see how well it’s resonating with the people who matter the most: your customers.
With tonnes of businesses across hundreds of industries all over the world, standing out will always be a challenge. But here’s a secret that will help you:
People fall in love with brands – not businesses.
In fact, 81% of consumers only consider buying from brands that they trust. That’s the majority of your target market!
If you want to appeal to them, you need to focus on building a strong brand – not just a thriving business.
Of course, that’s all part of the big-picture value of branding. At its very core, building your brand is the first step in creating and strengthening your:
- marketing plans,
- sales strategies,
- company culture,
- and future growth.
In essence, your brand is not just there for your customers to see the value of your offering. It’s for you and your team to understand and establish your place in the market, and subsequently make people fall in love with your brand so you can earn the results that your business deserves.
But what is it that makes a brand strong?
In the ever-evolving Australian business landscape, the strength of a brand is not just about having:
- a catchy logo (although that IS crucial for recall) or
- consistent colours (although you NEED that to be remembered) or
- a sleek website (although that GIVES a great first impression)
While these are all non-negotiable aspects of a brand, it’s important to remember that in a crowded market…
Your brand is more than the sum of its parts.
It’s about the resonating story, the emotional connection and the unwavering identity that sets your business apart from others in your industry and stays with your customers for a long period of time.
But before we fully dive into all of this, let’s talk about what you came here for…
In this article, we’ll cover all the foundational elements that make your brand strong, memorable and relatable: from defining your essence to sculpting your voice and personality.
Think of this Brand Workshop piece as a blueprint – a roadmap that will guide and empower you to shape a complete brand that thrives and resonates with your audience.
By the end of this piece, you’ll be able to:
- understand what a strong brand truly does for your business and
- set up the foundations for a strong brand to inspire your team, encourage your customers and supercharge the success of your business.
At Melotti Content Media, we understand the power of a strong, holistic brand and we see the transformative impact that an effective marketing strategy has on our happy clients every single day.
That’s why we’ve created this Step-by-Step Guide To Building A Strong Brand to help build powerful Australian brands of all shapes and sizes.
As you read on, you’ll find:
- the aspects that strengthen brands,
- the benefits of having a strong brand,
- and the steps for building a strong brand.
Together, let's ensure that your brand stands out above all the noise and clutter that can be so overwhelming to your customers.
Looking for something in particular?
Check out these chapters and skip ahead to find out the answers you need. A little heads-up though: each chapter is chock-full of value and great insights about branding that you shouldn’t miss!
An Introduction to Brand Strategy
What is a brand?
Products are created in factories, but brands are built in customers’ minds.
Marketing experts typically define a brand as the representation of a product or business in the consumers’ minds with a unique presence.
A brand covers all aspects, such as design, packaging, advertising and marketing – all done consistently and collectively to set the offering apart from competitors in the market.
When a brand is executed successfully, it gives the business enormous value as well as a competitive advantage over competitors within the industry.
The main point of a brand is to help your customers recognise your products or services and nudge them towards choosing you over the competition.
What are the elements that make up a brand?
Yes, we did say that a brand is more than just the sum of its parts – but let’s just highlight those parts first to help us build the formula.
7 brand identity elements that every brand needs
These elements are the unique aspects of your brand that create a cohesive, consistent and recognisable image for your customers to connect with:
1. Brand Name
This is as simple as it sounds: this is the name that your brand will be known as.
A brand name is used to identify your business and what you offer to the public, meaning it’s important for your name to be distinguishable and easily associated with your offering – especially if you operate in a highly competitive market.
Fun fact: there are some brand names that are commonly used to refer to their generic counterparts – that’s some good brand name strategy right there!
Here are some examples:
- Chapstick is the brand name of a lip balm produced by Pfizer
- Kleenex is a brand name for a tissue
- Scotch Tape is a brand produced by 3M
- Velcro, as prominent as it is, is just a brand of hook-and-loop fastener
- Band-Aid is a brand name for Johnson & Johnson’s combination of gauze and adhesive tape
And the list goes on! So here’s a brand naming pro-tip:
Aim for gold and give your brand a name that will ultimately be synonymous with your value offering.
2. Brand Logo
After your name, your brand logo is one of the first things that customers will associate with your products and services.
That’s why your logo needs to be everywhere: your website, social media accounts, packaging, marketing collateral and a lot more.
Because who could forget the iconic Apple logo, the memorable Nike check mark and the golden arches forming the letter M for McDonalds?
These are symbols you could recognise anywhere – and that’s what a logo should do for your brand.
3. Brand Colours
While these are part of the logo, the colours of your brand are also part of building a strong, consistent image.
This is why you’ll see our vibrant orange colours across this piece and wherever you see Melotti Content Media…
….because carefully selected colour schemes trigger recognition in customers’ brains.
It’s also why Apple sticks with the sophisticated and minimal black and grey colour scheme, while Google consistently pops up with its trademark blue, red, yellow and green.
These colours contribute to your entire brand image and must match the other aspects of your branding.
4. Brand Typography
Another aspect that may seem trivial at first, but that makes all the difference for your brand, is typography.
With a set font for your business, it’s easier to create content that has a cohesive look. This helps customers recognise your brand across all the materials you create and publish.
Of course, the font that you use needs to be in line with all your other brand aspects to create a holistic image.
For example, Google consistently uses Product Sans, Netflix uses Bebas Neue and Nike uses Futura across all their platforms.
5. Brand Slogan or Tagline
If you’re looking for recall and strong associations, using slogans and jingles as part of your branding are a great way to achieve this.
A slogan or tagline can be used for advertisements, marketing materials and other collateral. This is a great way to remain top of mind for your customers, especially as they are bombarded with the noise and clutter of everyone else’s ads.
There is a great deal of strategy behind lasting taglines such as Nike’s “Just do it,” KFC’s It’s finger lickin’ good,” and Vegemite’s “Tastes like Australia.”
These are the lines that customers remember.
6. Brand Tone of Voice
Now, let’s talk about something that we know allll about: tone of voice.
Beyond your tagline, strong branding comes down to the way you talk to your customers.
The way your brand comes across to your target audience defines the type of personality your brand has and the kind of relationship you want to build with your audience.
So, is your brand aspirational like Nike? Proud and exclusive like Ford? Or absurd and weird like Old Spice?
Whatever you pick, the key is to find a unique tone that perfectly resonates with your target audience.
7. Brand Messaging
Lastly, an extension of your tone of voice: a full brand messaging strategy.
With a clear brand messaging strategy, you can manage the way your customers interpret the value of your brand so you can convey:
- what your products or services are,
- what pain points your offerings address,
- and what makes you different from your competitors.
Consistent messaging gives your brand a personality and sense of culture – and that’s what today’s customers are desperate to cling to.
With all these elements strategically combined, your brand will have a holistic identity that you can proudly call yours.
Of course, knowing what a brand is made up of is the first step towards building a strong brand.
And yes…all of this might sound overwhelming at first, and no, it cannot be done overnight.
But, keep reading and we’ll walk you through the steps that will lead you towards choosing the right brand identity that will capture what your brand truly is.
The Whys and Hows of Brand Building
Why build a strong brand?
Your customers will naturally build a perception of your brand, whether you like it or not. This means that you need to take the opportunity to control how they see, hear and experience your brand with strong branding.
This is the reality of marketing today:
Customers are overwhelmed in a saturated market, which makes them desperate to find a brand that they can actually connect with.
With so many options available, your customers will be looking for brands that offer:
- assurance,
- familiarity,
- and identity.
More than just labels, colours and taglines, a strong brand today needs to be holistic and crafted just right to build relationships, loyalty and trust.
This is why your brand also needs to reflect your culture. It can’t all be pretty colours and fancy fonts. It needs to speak to your customers and tell them:
We are your best choice.
The reality is that it’s extremely challenging to connect with customers on a human level, given all the generic content and spam that’s now resulted in mass digital fatigue – but this is your opportunity to stand out and be the brand of choice.
So, how can you build a strong brand?
Building a strong brand is a long game – it can take a lot of time and effort, but it’s worth it in the long run.
Strong brands are those that customers remember AND choose, even and especially when there is a lot of noise in the market.
To be one of those brands, you need to have the 10 pillars of a strong brand (we know, that’s a lot!)
But lucky for you, we’ve put together another article to show you just how important competency, credibility, creativity, clarity, consistency, connectivity, community, customer-centricity, consolidation and championship are in building a strong brand.
Find it here: The 10 “C”s Of A Strong Brand.
But before you do that…
As promised, we’re going to give you a step-by-step guide for building a strong brand.
In this 7-step guide, we’ll walk you through the process of building your brand, from getting to know your brand all the way through to monitoring how your brand fits into the market.
Step 1: Defining Your Brand’s Mission and Vision
The first step starts from within: know your business first.
When your brand is placed side-by-side with your competitors and your products are all the same with similar price ranges, your mission and vision are what will define what makes your brand different.
Defining your brand’s mission and vision is the foundational step in constructing a compelling brand identity.
Your mission encapsulates the very essence of why your brand exists beyond profit-making, articulating its purpose, values and the difference it aspires to make in the world. It is the heartbeat that resonates through every facet of your business, steering your direction and decisions.
On the other hand, your vision is your North Star, depicting the future aspirations and where the brand aims to be. It’s a vivid portrayal of the desired impact, serving as a guiding light for strategic goals and the path ahead.
Crafting these elements isn’t just about words on paper: it’s about infusing your brand with a soul, ensuring that every action, message and engagement aligns with these core principles.
When done thoughtfully, a well-defined mission and vision act as a magnetic force.
You can use these as the foundation of a strong brand that attracts not just customers but also employees, partners and stakeholders who share in your brand’s purpose and dream of the same future.
You can define your brand’s mission and vision by answering these important questions:
- What does your business stand for?
- What customer problems are you addressing?
- What unique value are you bringing to the table?
- What are your core values?
- What is your brand’s purpose?
You’ll be surprised at how far your answers to these questions can take your branding.
Want to see this in action? Here are some mission statements from popular brands that you can take inspiration from:
- Microsoft
“To empower every person and every organization on the planet to achieve more.”
- Meta
“Giving people the power to build community and bring the world closer together.”
- Tesla
“Accelerating the world’s transition to sustainable energy.”
These brands use mission statements that capture what they do – and given the size of these companies and their loyal customers, we know that these mission statements are built from branding strategies that worked.
Step 2: Identifying Your Target Audience
Once you’ve established who you are, it’s time to get to know your audience.
Identifying your target audience in brand building allows you to peer through a multifaceted lens to understand not just who they are but what truly motivates and resonates with them.
Beyond the surface-level demographics like:
- age,
- gender,
- and location.
It’s about diving into the intricate layers of:
- psychographics,
- behaviours,
- and aspirations that define their customer journey.
This step in brand building encapsulates a comprehensive exploration of your customers’ needs, wants, desires and even their unspoken pain points.
By delving into their preferences, lifestyle choices and purchasing behaviours, a clearer picture emerges, allowing you to position your brand strategically within the lives of your intended audience.
Remember: your customers are humans making emotional decisions.
That’s why they are looking for brands they can trust.
Understanding the emotional and rational triggers that guide their decisions becomes instrumental in tailoring a brand strategy that speaks directly to these motives.
Moreover, audience insights serve as the cornerstone upon which a brand strategy is built. They are the guiding stars that illuminate the path toward crafting messages, products and experiences that deeply resonate.
So, how well do you know your audience?
The insights you gather from your audience not only shape your brand’s voice and image but also inform the entire customer journey, ensuring that every touchpoint is purposeful and aligned with what your audience values and seeks.
Step 3: Crafting Your Brand Identity
Earlier, we covered all the elements that make up your brand, and this is the step where they become relevant again.
If you want a refresh, take the time to browse Chapter 1 again.
Crafting your brand identity is like composing a symphony of visual and conceptual elements that harmoniously resonate with your audiences.
It’s more than just naming or designing a logo; it’s the artistic expression that encapsulates the soul and personality of your brand.
At its core, brand identity encompasses a spectrum of elements:
- the resonant name that echoes your essence,
- the visual emblem that transcends words,
- the vibrant palette of colours that paints a vivid emotional landscape,
- the typography that communicates your brand’s voice,
- and the design aesthetics that unify and define your visual language.
Each element is a stroke on the canvas, contributing to the masterpiece that is your brand's identity.
Creating a distinctive and enduring visual identity demands meticulous attention to detail and an amalgamation of creativity and strategy.
It’s about weaving together visual elements that not only capture attention but etch themselves into the collective memory of your audience.
A successful brand identity is more than eye-catching; it’s memorable, evocative and instantly recognisable.
Yet, the key to a compelling brand identity extends beyond individual elements.
It lies in the coherence and consistency across all facets. It’s the symphony played in harmony, ensuring that every touchpoint creates an immersive and seamless experience: be it a social media post, packaging, website design or storefront.
Consistency cultivates familiarity, embedding your brand’s identity into the collective consciousness, and forging an unbreakable link between your brand and its audience.
Step 4: Developing Your Brand Voice and Messaging
A consistent brand voice defines the following:
- the way your brand speaks,
- the words you choose,
- and the tone you adopt.
It’s the personality that shines through every interaction, whether it’s a witty social media post, a heartfelt customer response, or a professional email.
Consistency in this voice is the thread that stitches your brand’s story across different platforms, forging a unified and recognisable presence in the tumultuous sea of content.
Crafting effective messaging is an art in itself. It’s about more than just words; it’s about understanding your audience’s aspirations, fears, and dreams, and tailoring your message to resonate deeply.
With subtle nuances in your messaging, you can:
✓ evoke emotions,
✓ spark interest,
✓ and drive action.
A resonant message isn't just heard; it's felt, and it compels audiences to lean in and listen closely.
Yet, the magic truly happens when your brand’s voice and messaging align with your audience’s expectations and your brand’s values.
It’s the sweet spot where your audience feels understood and where your brand’s values echo theirs – fostering a sense of belonging and connection.
Aligning your brand voice and messaging with your audience’s language creates an unspoken understanding, building trust and credibility with every word spoken or written.
In essence, developing your brand's voice and messaging isn't just about what you say; it's about how you say it, when you say it, and who you say it to.
We have one question here that we always ask, and it’s the test of a strong brand message:
Are you proud of what your brand is saying to the people who matter?
Step 5: Brand Positioning and Differentiation
In the crowded marketplace, carving out a distinct space for your brand is like finding your unique position in a bustling city.
Brand positioning and differentiation are the strategic moves that place your brand on a particular avenue, making it stand out amongst the noise, and beckoning customers to explore and engage.
Positioning your brand in the competitive market involves strategic techniques, much like finding the ideal location for a storefront. It’s about:
- identifying the right niche,
- understanding your audience’s needs, desires and pain points,
- then strategically planting your brand in a spot that fulfils those desires in a way that competitors don’t.
This could mean focusing on quality, price, innovation, or customer service – a strategic positioning that resonates with your target audience.
Differentiating your brand is the art of highlighting what makes you unique.
It’s about discovering that special feature or value that sets you apart from the rest, much like an architect designing an iconic building.
Whether it’s through product quality, customer experience, brand story or innovative solutions, differentiation creates a distinct aura around your brand, making it memorable and coveted.
Companies like Apple, with its sleek design and user-centric innovation, or Coca-Cola, which has embedded itself in the fabric of global culture, demonstrate the power of strategic brand positioning.
These brands have positioned themselves in the market psyche, differentiating themselves with unique attributes that resonate deeply with their audience, thus creating a distinct space that competitors find hard to infiltrate.
In essence, brand positioning and differentiation are the strategic manoeuvres that allow your brand to claim its spot in the market and stand out amongst the competition.
It helps you find that unique proposition that not only attracts but also retains your audience, creating a distinctive identity that becomes synonymous with excellence and innovation.
Step 6: Customer Experience and Relationship Building
The realm of brand building extends far beyond catchy slogans and flashy logos; it resides in the realm of customer experience and relationships.
The realm of brand building extends far beyond catchy slogans and flashy logos; it resides in the realm of customer experience and relationships.
Customer experience isn’t just a phase of interaction; it’s the DNA of your brand perception.
Every touchpoint, from the first hello to post-purchase follow-ups, shapes the perception of your brand in your customers’ minds.
It’s the feeling they carry away from each interaction – the joy of seamless service, the satisfaction of a helpful response, or the disappointment from a disconnect – that shapes their loyalty and advocacy.
Enhancing these interactions is an art form in itself.
Strategies that prioritise personalised experiences, prompt issue resolution and proactive engagement resonate deeply. It’s about turning every customer touchpoint into an opportunity to build a lasting connection.
This can be seen in some of the biggest brands worldwide:
Brands like Zappos, renowned for its customer-centric approach, and Amazon, with its relentless focus on convenience and customer satisfaction, stand tall as the epitome of successful customer relationship strategy.
Loyalty programs, personalised recommendations, empathetic customer service – these elements are the backbone of customer relationship building.
Brands that prioritise and excel in these areas not only retain customers but transform them into brand ambassadors, amplifying the brand message far beyond traditional marketing efforts.
Customer relationships are where the intangible magic of brand building happens.
It’s about forging genuine connections with your audience, fostering a sense of belonging, and elevating every interaction from a transaction to a memorable experience.
The brands that excel in this step become more than just a product or service provider – they become a trusted companion in their customers’ journey.
Step 7: Monitoring and Adapting Your Brand Strategy
Last but definitely not least: monitor and adapt.
Monitoring brand performance isn't just about numbers; it's about deciphering the story behind those metrics.
Tools like brand tracking surveys, social media analytics and customer feedback mechanisms offer valuable insights into how your brand is perceived. They paint a comprehensive picture of what’s working, what needs tweaking, and what demands a complete overhaul.
Adaptability is the cornerstone of a successful brand strategy.
The modern market is a dynamic landscape and the brands that flourish are the ones that are adept at evolution. They are the brands that scrutinise their strategies, analyse market trends and, when necessary, pivot to align with changing consumer needs.
Brands like Apple, once known for computers, shifted gears to become synonymous with mobile technology: a testament to the power of adaptability.
The success stories of brands that evolved over time are plentiful.
Look at Netflix, which transformed from a DVD rental service to a global streaming giant, or look at how Nike shifted its focus from being a mere athletic gear supplier to a brand advocating for social causes.
These brands didn't just react to change; they anticipated and embraced it, staying relevant in an ever-evolving market.
Monitoring, therefore, is not just about tracking numbers or following trends; it’s about a mindset, an openness to change and an ability to evolve.
It’s the stage where brands recognise that growth and success stem from an adaptive strategy, where monitoring isn’t just about observation, but an invitation for transformation.
In conclusion…
Today, continuous brand development is not just a practice but a necessity.
It's the commitment to evolve, adapt and innovate – understanding that a brand's journey is never truly complete.
The marketplace shifts, consumer behaviours change, and trends come and go.
Therefore, brands need to remain agile, open to feedback, and ready to recalibrate their strategies to stay relevant and resonate with their audience.
As you embark on your brand-building journey or continue refining your existing brand, remember that consistency, authenticity and adaptability are the cornerstones of enduring brands.
Stay true to your brand’s core values, engage authentically with your audience and embrace change as an opportunity for growth.
In this dynamic landscape, brands that not only meet but anticipate the evolving needs and aspirations of their audience will thrive.
So, keep your finger on the pulse of change.
Leverage new trends and stay committed to the relentless pursuit of delivering value to your audience.
Above all, know that building a brand isn’t just about crafting a logo or designing a campaign; it’s about cultivating an emotional connection, fostering trust and leaving a lasting impression.
It’s a journey of continuous evolution, and the brands that embark on this journey with sincerity, adaptability and a visionary approach are the ones that etch their mark in their customers’ hearts.
Are you looking for help to strengthen your brand?
It would be best to get a team of branding professionals and expert copywriters by your side.
An expert branding copywriter can translate your brand’s vision and direction into words that will not only resonate well with your audience, but also inspire them to engage with your business.
In other words, an expert message marketing copywriter does everything that you’ve learned today and more!
How can Melotti Content Media help you with Brand Building?
To stand out in today’s crowded business environment and to inspire innovation and action, you need to design and implement your message marketing content strategically.
However, we understand that this is easier said than done.
You’re time-poor and spread thin, and message marketing may not be your expertise.
So, focus on what matters, while we take care of all of your content marketing needs.
For more information or to speak to our expert brand messaging team, contact Melotti Content Media today: enquire@melottimedia.com.au or phone 1800 663 342.
The Melotti Content Media Team
Melotti Content Media | Copywriting & Message Marketing Bureau
