Branding 101: From Basics to Launch

Like a sandcastle being built, worn and rebuilt over time – your brand is an ever-evolving aspect of your business. It's more than just a logo or a catchy tagline – it's the complete personality of your business and how it's perceived by your audience.

DOWNLOAD THE BRANDING 101 CHECKLIST HERE

For startups, establishing a strong brand foundation from the beginning is crucial for long-term success. This guide will walk you through the essential elements of branding and provide a practical checklist to get you started. Think of it as ensuring the base of your castle starts wide so that you can continue to build it taller as the tide starts to come in and the rain starts to pour.

Understanding the Fundamentals

What is a Brand?

A brand encompasses everything that shapes how people perceive your business. It's the promise you make to your customers, the values you stand for, and the personality you project. Think of your brand as your company's reputation and identity rolled into one.

I like to think of a brand as the perceived personification of a business. I like to ensure the that perception is acknowledged as a brand is never something anyone ever has control over – although it's definitely something that can be measured and influenced.

Why Branding Matters for Startups

• Differentiates you from competitors and maximizes your ability to capitalize on your USP

• Builds trust and credibility contributing to retention

• Creates emotional connections with customers improving your CX

• Guides internal decision-making from an organizational perspective

• Increases business value

• Attracts ideal customers and talent

Core Branding Elements

1. Mission / Purpose

Your brand mission is the "what" and the purpose is the "why" behind your business. This should resonate with your target audience as well as those working at your company and guide all your branding decisions. This isn't something that should change with the tides, but rather weather the storms of campaigns and quarters.

2. Values / Beliefs

These guide the fundamental actions that drive your business. Values are the compass that guides our actions, while beliefs are the maps that inform our understanding. The fundamental values and beliefs should resonate with your target audience, and shape your company culture by influencing pivotal business decisions, staying consistent over time.

3. Voice & Tone

Your brand voice and tone is how you communicate with your audience and how they recognize you in writing. It should be consistently communicated across all channels, aligning with industry standards while remaining authentic to our brand identity. They should also resonate with our target audience, fostering a strong connection and driving engagement. The differences between brand voice and tone are small, but worth noting.

• Brand Voice is the overall personality and character of your brand. It's the consistent way you communicate your brand's values, mission, and unique selling points – like a climate. It's like the brand's personality, determining how it speaks to its audience.   

• Brand Tone is the specific attitude or mood used in a particular piece of content. It can vary depending on the context, audience, and message. It's like the inflection or emphasis in a conversation, changing to fit the situation. It's faster moving, like weather.

4. Visual Identity

A brand's visual identity is its silent salesperson, communicating its essence without a single word. It's the harmonious blend of colours, typography, imagery, and design elements that create a lasting impression. A strong visual identity not only captures attention but also evokes emotions and reinforces brand messaging. By consistently applying these visual elements across all touchpoints, businesses can build brand recognition, loyalty, and trust.

Mistakes to Avoid

• Copying competitors instead of developing unique identity

• Inconsistent brand application

• Neglecting brand guidelines (or not having them)

• Over-complicating the brand

• Ignoring customer feedback

• Failing to evolve with the market over time

In Summary

Building a strong brand takes time, effort, and consistency. Use this guide and checklist as your foundation, but remember that branding is an ongoing process. Your brand should grow and evolve with your business while maintaining its core identity and values.

Regular brand audits and adjustments will help ensure your branding remains effective and relevant. Start with the basics, be consistent in your execution, and always keep your target audience in mind as you develop and refine your brand.

A strong brand is an investment in your business's future. Take the time to get it right from the start.