When people talk about creating a brand they are not just talking about your logo. Your logo is the visual symbol for your brand. Your brand is the way your business is perceived in the market place by your customers and clients. So it’s not about what YOU say about your business, it’s about what OTHERS say about your business.
Your brand equity is about creating a relationship and a strong bond that will grow over time. Your aim is for it to be so strong that it will have the power to generate more money for products or services over other lesser known brands.
Building your brand is similar to building a close friendship – it requires 4 main ingredients:
- Consistent relationship over time
- Trust
- Emotional connection
- Referral
So how do you create a strong brand and how will you stand out? Here are some points to consider:
Name of your brand
Is it edgy, easy to remember, appropriate, consistent with the image of your business?
Differentiate from your competitors
Who are you, what do you do, why does it matter. Your answers should be persuasive and captivating! Features and price are important but benefits and experience are more important.
Connect and collaborate
It’s not just about your team creating your brand in isolation; it’s also about your suppliers, distributors, partners and customers who will spread the word. Encourage feedback.
Find the magic
Make your customers passionate about your brand – logic will never light a fire in someone’s belly!
Get creative
Get creative with your words, tag lines, design, look, feel – stand out, be memorable. This is where your logo and avatars will come into the picture and this will identify you and make you memorable. The most powerful brands combine creativity with strategy.
Communicate
Today it is all about 2-way communication. Social media requires interaction and connection and this is the new way of communicating. If you don’t have a social media presence you are missing out big time. People won’t buy for the sake of buying what’s thrown at them. They will take information that has gone viral through social media and blogs and then make decisions.
Personality
The days of stuffy, corporations without a ‘face’ are gone. Be authentic and add some ‘personality’ and some ‘heart’. Don’t be afraid to show your passion.
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Whatever you do, make sure you give your brand some life – make it relevant, give a clear message, be consistent and drive engagement.
If you’d like some tips and ideas to create an irresistible brand, click here.
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Judith Shuttleworth is the founder of HotsWots Digital, a boutique web development and digital marketing agency based in Sydney. With over 14 years working with small and medium businesses across Australia, Judith specialises in websites, SEO, and AI search visibility — and writes to help business owners cut through the tech noise.