The 3 steps of the brand building process

Online business and Entrepeneurship Dec 24, 2022

Brand building is the process of creating a unique identity and reputation for a product, service, or organization. It involves developing a strong and consistent brand message and image, and communicating it to target audiences through various channels. The goal of brand building is to create a positive and lasting impression of the brand in the minds of consumers, which can ultimately lead to increased customer loyalty and advocacy.

One of the first things we think about when opening our own business is: what will my brand look like? How will I make it transmit my values? Often those who are starting out feel difficulty – which is normal – in passing on what they feel to the brand, because, after all, it is the brand that will present to the market who you are and what you intend with the new company. With that in mind, we separate 3 basic steps that every owner or entrepreneur must follow together with their communication agency or designer:

Identify the brand's audience

Identifying the target audience for a brand is an important step in the brand-building process. To identify the target audience for a brand, you can follow these steps.

Start by clearly defining the product or service that the brand offers. This will help you understand the needs and preferences of potential customers. Conduct market research to understand the demographics, behaviors, and attitudes of potential customers. This can include surveys, focus groups, and analysis of industry data.

Use the information gathered through market research to identify the specific groups of people who are most likely to be interested in the brand's product or service. Consider factors such as age, gender, income, location, and interests.

Create customer personas: Develop detailed profiles or "personas" of representative members of the target audience. These personas should include information such as demographics, behaviors, needs, and motivations.

Evaluate and refine: As you gain more information about your target audience, you may need to adjust your personas or target audience definition. Regularly evaluate and refine your understanding of the target audience to ensure that your brand-building efforts are aligned with their needs and preferences.

Overall, identifying the target audience for a brand is an ongoing process that requires research and evaluation to ensure that your brand-building efforts are effectively reaching and resonating with your target audience.

The Briefing

The first part consists of collecting data about the company/institution or even an individual who wants to create the brand. The process, which must always be guided by a professional, takes place through consultations (interviews, phone calls, exchange of emails, focus groups, and others) in order to absorb as much information as possible, which we call briefing.

It's time to plan! Having good planning is fundamental to our daily lives, isn't it? To build a brand too! Research, competitor analyses, and media and market objectives, for example, are prepared at this stage. Watch out! Many people do not like to go through this initial process, choosing to go directly to the design.

Your unique proposition

Developing a unique value proposition (UVP) is an important step in brand building, as it helps to differentiate the brand from competitors and clearly communicate the benefits and value that the brand offers to customers. Here are some tips for developing a unique value proposition:

Identify the needs and pain points of your target audience: Understand the specific needs and challenges that your target audience faces, and consider how your brand's product or service can help to address them.

Understand your competitors: Research your competitors and understand how they position themselves in the market. This will help you identify any gaps or opportunities to differentiate your brand.

Define your brand's unique selling points: Identify the unique features, benefits, or aspects of your brand that set it apart from competitors. These could include things like high-quality products, exceptional customer service, or a unique business model.

Craft a clear and concise statement: Use the information gathered above to craft a clear and concise UVP statement that communicates the value and benefits of your brand. Make sure to keep your target audience in mind and focus on the specific ways that your brand can solve their problems or meet their needs.

Test and refine: Once you have developed a UVP, test it with potential customers to see if it resonates with them and effectively communicates the value of your brand. Based on feedback, you may need to adjust and refine your UVP to ensure that it effectively differentiates your brand from competitors.

Overall, developing a unique value proposition is a key step in brand building, as it helps to clearly communicate the value and benefits of your brand to target audiences and differentiate it from competitors.

The Creation

Here is where all the ideas and assimilations made from the initial briefing will be converted into a creative process. Ever heard of brainstorming? Translated as “storm of ideas” into Portuguese, this method has the characteristic of putting on paper all the ideas that come to the creative mind. Afterwards, only the best ideas will be taken forward for improvement. In relation to the brand, in this process several hand drawings are elaborated, what we call rafe, where all the elements that will compose the structure of the “logo” are contained (icons, strokes, typography, colors and others). After a lot of talk, creativity, study and hours of dedication, the creation finally reached a consensus on how the brand should be, phew!

The Production

The last part is where the brand comes to life. With the help of computer graphics software, the producer receives the material and guidelines for creation to develop it within what was previously planned.

It is important to highlight that every brand should receive a visual identity manual, which is a brief booklet that talks about the brand's applications in the different shades of background colors, showing through examples what can and cannot be done. If you have created a name, do not forget to consult its validation with the INPI (National Institute of Industrial Property) to later register your brand.

How much to be done! These are the 3 fundamental processes to arrive at a brand that can really transmit the “soul” of your business to the market! Remember that only qualified professionals who have all the necessary knowledge to serve you can offer you a brand that matches your business.