A no-nonsense look at how you can begin to put your brand together.

If you’ve decided that a brand would be beneficial to your business, that's great but it's going to require some work. What you're trying to do is create a brand experience or feeling that sticks with people long after they’ve scrolled past your Instagram post or unboxed your product.

The goal? Turn your first-time buyers into loyal fans who rave about you to anyone who’ll listen. Sound good? Let’s break it down.

1. Start with Your “Why”

Your brand isn’t your product, it’s your purpose. Why do you exist, and why should anyone care?

• Purpose: What big problem are you solving? Think Tesla’s mission to ditch fossil fuels and drive sustainable energy forward
• Core Values: These are the rules you live by. Whether it’s innovation, inclusivity or saving the planet, make sure they resonate with your team and your audience

💡 Pro Tip: Craft a purpose statement that’s as inspiring as it is specific. Example: “We empower small businesses with tools to make managing finances stress-free.”

2. Know Your Target Audience Inside Out

Your audience isn’t a faceless crowd, they’re real people with real struggles, dreams and dilemas. Understand them, and you’ll know how to talk to them instead of at them.

Here’s What to Look At: 

• Demographics: Age, location, income and more
• Psychographics: What do they care about? What keeps them up at night?
• Behaviours: Where do they hang out online, and how do they interact with brands?

🎯 Example: Gen Z craves authenticity, viral content and brands that back real causes like sustainability.

3. Find your Place

Positioning is like planting your flag in the market. Where do you fit in and what makes you different?

Ask Yourself:

• What problem do we solve better than anyone else?
• Why should people choose us over the other guys?

Winning Formula:

• Your Category: Eco-friendly skincare
• Your Edge: Zero-waste packaging
• Your Payoff: Guilt-free beauty that’s good for you and the planet

💬 Example Positioning Statement: “For eco-conscious millennials, we create luxurious, zero-waste skincare that blends beauty with sustainability so they can look good while doing good.”

4. Own a Look (and Voice) That’s Unforgettable

Your brand identity is like your wardrobe, it says everything about who you are.

What to Focus On: 

• Logo: Clean, bold and instantly recognizable.
• Colours: Use colour psychology to your advantage (green = eco-friendly, blue = trustworthy)
• Voice: Friendly? Professional? A little snarky?
• Imagery: Keep it on-brand. Always

🎨 Example: Coca-Cola’s cheerful red, script logo and upbeat tone make it iconic.

5. Tell a Story People Can’t Ignore

Humans love stories. Your brand needs one that’s inspiring and relatable.

Once Upon a Time:

• The Beginning: Why did you start? (Hint: It’s not just about making money.)
• The Mission: What drives you today?
• The Impact: What difference are you making?

💡 Example: “We started with a simple idea: fresh, organic produce for everyone. Today, we partner with 50 local farms to deliver healthy meals to over 100,000 families."

6. Consistency is Everything

Every touchpoint from your website to your packaging should sing the same tune.

Where to Stay Consistent:

• Design: Fonts, colours, layouts
• Messaging: Tone and language
• Customer Experience: Your team should live your brand values

📦 Example: Apple’s sleek design carries through from their devices to their stores to their packaging.

7. Make Them Feel Something

People don’t buy products; they buy feelings. If your brand can spark emotion, you’re halfway there.

How to Connect:

• Share real customer stories
• Stand for something your audience cares about
• Build community through events or online groups

8. Let Content Do the Heavy Lifting

Your content isn’t just there to fill space, it’s there to educate, entertain and engage.

Content Ideas to Use:

• Blogs: Create “How to” guides that your audience will actually bookmark
• Videos: Behind-the-scenes, product demos or real customer moments
• Social: Posts that spark shares, comments and DMs
• Email: Personalised campaigns that feel like they’re written just for them

9. Stay Fresh, Stay Relevant

Your brand isn’t set in stone, it’s more like clay. Mould it as times change.

How to Evolve:

• Refresh your visuals when they start to feel dated
• Align your messaging with current trends or values
• Listen to your audience and adapt to what they want

10. Measure, Tweak, Repeat

The work doesn’t stop when you launch. Keep an eye on what’s working, what’s not and amend your strategy accordingly.

Track These Metrics:

• Awareness: How many people are finding you?
• Engagement: Are they liking, sharing, and talking about you?
• Loyalty: Are they coming back for more?
• Perception: What are they saying in reviews or surveys?

Get Ready to Create a Brand That People Love

Branding isn’t just a “nice-to-have”, it’s the heart of your business. Nail it, and you’ll go from unremarkable to unforgettable.

Need help making it happen? Fire over an email to brendan@brandingiq.rocksor call me on +31 6 27 11 91 11 and let’s turn your brand into a forceto be reckoned with.