Developing a brand from scratch is a complex and demanding process.
For those who have been planning to create their own brand for a long time, but still can’t get it together, we decided to prepare a clear step-by-step algorithm for creating a new brand – a checklist – and encourage you to take action.
Review each of the subparagraphs below, by familiarizing yourself with this information, it will be much easier to understand what you already have for development and what you are still missing.
Part 1. Marketing research
Before you start creating a new brand, you need to thoroughly research the latest market trends, how the competition behaves, and what consumers want. Only in this way will you be able to create a sought-after brand that will be a success.
So, you’ll need:
– Study the latest current market trends;
– Assess market capacity;
– Identify major competitors, study their brand strategies;
– Identify consumer needs and wants;
– Make a portrait of the target consumer;
– Conduct a SWOT analysis of your company (assessment of opportunities, strengths and weaknesses).
Part 2. Idea development
With the results of marketing research in hand, it is possible to proceed to the fundamental stage – the development of the idea. In fact, a brand is not packaging, marketing or advertising, a brand is a unique idea designed to evoke in the human mind a certain set of emotions, images and associations associated with a given product.
At this point, it’s important:
– Identify the main advantages of your product over competitors’ analogs;
– Develop a unique selling proposition (USP);
– Build a competent brand positioning in the market;
– Define the mission of your company and form the core values of the product.
Part 3. Verbal component of the brand
The verbal component includes the development of the following elements:
– Naming – a successful product name;
– Brand Legend – an interesting story about your product or company that consumers can tell each other, fueling interest in your brand;
– Product Name Line – original names for different assortment positions of your product, differing from each other in taste, aroma, production technology, etc.;
– Advertising Slogan – a memorable line or rhymed phrase, the mention of which should evoke a response from the audience. As a rule, a slogan encourages the audience to perform a certain action and is used in the creation of advertising;
– Selling text – text content that stimulates the consumer to make a purchase and acquire the product about which the text is talking.
Applies to the creation of promotional products and design of Internet resources dedicated to the product.
Part 4. Brand Design
Brand design involves the process of developing the graphic component of the product, and more specifically:
– Packaging and label design;
– Corporate identity development;
– Logo;
– Selection of color solutions and corporate colors;
– Creation of a unique corporate font;
– Corporate character;
– Design of POS-materials;
– Advertising design.
Part 5. Brandbook
Brandbook – is the main business documentation of your brand, it is a set of rules and developed standards for the application of the main brand attributes, as well as a description of the communication system and the mission of the company.
Creating a brandbook includes the development of the following blocks:
– Description of the brand platform – the philosophy and mission of your company, the core values of the brand, the attributes of its identity, as well as the main channels of “communication” and building relationships with the consumer.
– Guideline – a document describing the rules of using the logo and corporate identity elements, permissible and prohibited variants of their placement, schemes of construction, rules for the use of corporate fonts and colors, standards of corporate documentation design.
– Kat-Guide – a guide that discloses the technological, design, and technical aspects of corporate documentation.
Part 6. Brand strategy
Brand strategy is a comprehensive program for developing and promoting a brand on the market. Most often the strategy is the main corporate document, which sets out:
– Main characteristics of the target audience;
– Results of research on competitive products;
– Elements of verbal and graphic components;
– Description of communication channels with the target audience;
– Product strategy;
– Product pricing strategy;
– Sales strategy;
– Product development and promotion strategy.
With a well-crafted and well-thought-out brand strategy, you will be able to achieve whatever goals you set for your company.
In addition to the above algorithm of building a successful brand, we also recommend you to study the materials: “How to create abrandyourself” and “5 stages of brand creation and development of its design elements“.
If you need professional assistance in this matter, KOLORO will be happy to help you. Quality branding – creating a brand and promoting a brand that will bring you profit – is our main task.
