The Keys to Building Your Brand

Building a business starts with an idea and then actualizes through building blocks that add up over time to deliver value for customers and equity for shareholders. Depending on your tempo and resources, the amount of time it takes can vary, but you cannot shortchange the process of putting the right things together in the right way if you want to have long-term success.

The process of building a brand is very similar. You have to create a solid foundation based on your mission and vision, set it into action with tone and voice and amplify it with strong creative and solid channel development. There is no doubt your brand will change over time, but the core that you create sets the basis for the story you will tell the market and how you will be defined. Here are three keys to creating a brand that lasts:

  • Consistency – brands in the early stage of development are trying to determine their place in the market. Moving as the market moves is fine and you will always make some adjustments during this phase, but it is critical that all of your messaging, channels and positions are in step with one another. Without that consistency, your customers and the market won’t know which way to go.
  • Clarity – some brands run the risk of getting caught in a trap of complicating their messages because they are trying to be different from big competitors or trying to make themselves sound smart. The challenge is they may shoot over the market and not get the heart of their message across. Clarity is something all marketers should strive for and it is especially true for smaller brands.
  • Growth…even in small steps – every big brand once started as a small brand and made their way up the ladder. You may catch a break and jump a rung or two but it is important to keep in mind that if you try to jump too many steps on a ladder you’ll end up falling off. Take things slow and find what works best for your brand.

Never lose sight of the fact that everything you do goes into building your brand. Each customer and market interaction has an impact on how your brand is – for better or worse. It is hard work but at the end of the day it’s the hard that makes a brand great.