More businesses are being launched in the UK than ever before. Their success will be determined by a range of factors, not least the strength of their brands and how well they attract customers in a competitive marketplace.
Branding is all about perception. It is the lens through which a business is seen by customers, employees, suppliers and potential investors. When building this identity from scratch, the focus has to be on messaging that is consistent and of high quality, conveying trust and credibility, says Emily Garnham, founder of Tartle Media, a branding specialist for startups.
“Would you want to work with a company that does a good enough job, rather than an exceptional job? Would you trust a primitive website with your payment details?” she asks. “A premium brand can command higher prices and still make sales. By positioning your business to be head and shoulders above the competition through your branding, you promise quality. That’s the power of perception.”
Know your customers
Customer and market research is an important prerequisite to building a new business identity. If you want to build a brand that truly resonates with your target audience, is trusted and attractive, then you need to understand your customer. “Start by capturing data to get a broad overview of the market, then really drill down to a customer level by capturing qualitative insights,” says Adon Lawley, communications manager at Student.com. “Understand your customers’ problems and address those through your brand messaging.”
Focus on brand values before visuals
A common mistake people make when they first start a brand is to focus on the execution and visual elements before understanding what their company’s positioning is, says brand strategist Phil Pallen. “By first articulating your brand’s values, target audience, competitive advantages, and mood, the visuals will effectively communicate your business’s offering and personality.”
Be consistent
Consistency is crucial. You can have great products, great visibility, and a great story to tell, but if the visuals and messaging aren’t consistent throughout, it won’t be recognised. Lucy Montgomery, business director at brand experience agency Amplify, says: “Build up a set of distinctive design assets and brand guidelines that can work across different mediums. Think about how you communicate in both the digital and physical space and road test it with focus groups. Remember, consistency is key for product recall and recognition. Take the famous golden arches of McDonald’s or the Coca-Cola contoured bottle: some of the most successful examples can be identified just from their design.”
Maximise the power of social media
It may sound obvious, but using the right social media platforms to promote your brand is a fundamental rule. Brand visibility must be focused on where your customers will be, for example, Facebook works well for consumers, Twitter for B2B and LinkedIn for professional network building.
“It is important be consistent in your tone and voice across your social media, including your messages and offers,” says social media consultant Louise Brogan, founder of Social Bee NI. “When you upload cover images and profile pictures for each platform, use the same logo and colours, so that your audience can easily identify your business and follow you, and always add in links to your website or the address of your premises, so your customers can find you.”
Collaborate to boost brand visibility
Building partnerships by collaborating with other companies and organisations can increase your new brand’s visibility and give you greater access to your target customer. “Not only is this a great way of expanding your reach, you have the added benefit of association with an already established brand,” says Lawley. “This gives your brand an extra layer of trust and credibility, as long as you choose the right ones to partner with.”
Turn customers into advocates
Delivering what is expected is a given, but offering more than your clients expect is a treasure, says Flavilla Fongang, branding expert and founder of creative branding agency 3 Colours Rule. “If you want your clients to become your advocates, show that you understand their issues by creating a remarkable consumer journey and saying thank you in delightful ways to strengthen a long-lasting emotional connection with your brand. It is always the little details that make a big difference.”
Play the long game
Amid the excitement of seeing your new brand making an instant impact, it is important to look ahead to where you want to be in five years’ time and strategise accordingly. Successful brands spend time considering these long-term planning points to set the foundations for a more stable identity, says Sarah Turner, managing director of Carter Wong Design.
“There’s a common misconception with young companies that once a brand is created it’s final,” says Turner. “This isn’t the case. Even larger, more established brands like Coca-Cola tweak their branding over time, but it’s the core purpose and mission that lays the foundation around which this brand will flex. Hence, it is important to get this right from day one.”
