Building a Strong Brand: The 5 Key Concepts

Contrary to popular belief, branding isn’t only for big businesses with massive marketing budgets. In fact, every business, regardless of its size, can benefit from defining its brand. This post will help you understand the concepts behind the world’s strongest brands and apply them to your own business.

What is a brand and why is branding important?

A brand is the perception of a business in the mind of someone who has experienced it in some way, through brand touchpoints like online reviews, referrals, articles, packaging, or social media mentions. Branding is the process of controlling how your business is perceived and understood. It’s about defining how you want customers to think and feel about your brand.

To help you define your brand, let’s explore the 5 key concepts used by branding agencies:

Purpose

Why does your brand exist?

Your brand purpose is a short statement describing your unique take on your business beyond its functional aspects. Dig deeper than just making money and think about the value you’re creating for your customers. This purpose will influence your brand touchpoints and how potential customers perceive your business.

Vision

What would the world look like if you succeeded in your purpose?

Your brand vision is a way of connecting with customers who share your worldview. Think about the positive impact your business can have on the world if you deliver on your brand purpose. This vision will motivate you and help you build valuable connections with your customers.

Mission

How are you going to achieve your vision?

A mission statement makes your vision feel more practical. It outlines how you plan to make your vision a reality. Consider the steps you’ll take and the experiences you’ll create for your customers to achieve your brand purpose and vision.

Values

What do you stand for?

Your brand values are the guiding principles that influence your actions and choices. Think beyond generic values like trustworthiness and reliability, and find specific ways to describe what you stand for. These values will help differentiate you from competitors and resonate with your target audience.

Positioning

How are you different from the competition?

Brand positioning is the unique place your business occupies in the minds of customers. Establishing a clear positioning can be challenging, but by defining your core brand elements, you’ll have a strong foundation in place for your business.

Defining your brand doesn’t have to be daunting or reserved for big businesses. By understanding and applying these 5 key concepts, you can build a strong brand identity and brand values that resonate with your customers, communicate your uniqueness, and create additional value for your products or services.