How to Create a Brand [and Why It's Important]

What is a brand? Is it the name of your company, its logo, or simply a pretty design? 

As new business owners ourselves, we've been encouraged by [in talking to other local entrepreneurs and start-ups] just how many people are looking to build a brand, not just a company. You understand that your business is not just its logo, just like Apple is not just a fruit. 

Don't get us wrong – a logo is, obviously, hugely important. It's usually the first visual representation of your product or service to your potential customer. But your company's success isn't founded on a nice image alone – rather it's on the why, what and how. These are the fundamentals of your business, your brand. 

We know that you know that you're more than your logo. Now here's how to get started on creating a real brand:

1. Think About the Experience
Like so many things, branding is about the experience. Your customers want to feel your brand, your offerings and your products – not just see them. Rather than simply stamping your mark on a website or business card, get fluent with every part of your business. Analyse your customer's journey and ensure every touchpoint of your brand builds on your business story and connects with your customer.

2. Keep it Consistent
Ok, you've got the great logo. Now everything else you put out in to the big bad world [or small island] needs to be as on point as your logo in order to create not only a good-looking business, but a real brand. Its look and feel, font, imagery, colours and, well, branding should be carried across every platform and medium on which your company is present.

3. Look at the Big Picture
When your target customer stumbles across your brand, they're going to expect the same high quality across all other areas of your business: a super cool Instagram feed; a user-friendly website; a retail store full of beautiful products; or a professional service delivery. If they're greeted with spammy content; can't find your location or contact details online; or receive sub-par service instead – they're not going to stick around long. 

4. Bring Your Story to Life
Use your story to craft your brand. Images can look pretty but if they don't fit your brand style they're going to stand out like a sore thumb and confuse your customer. Choose the right design, platforms, publications or partners to effectively communicate your brand story. Visual storytelling increases recognition, familiarity and loyalty among existing customers, ultimately increasing profit margins as they come back for more.

5. Humanise your Business
You've probably heard the term 'content marketing' being thrown around left, right and centre. We're guilty of using it and it's a total buzzword – but, done right, it can work wonders to help build your brand. Authentic content increases trust. Higher levels of trust will ensure that new customers are more likely to interact with your company, refer you to a friend, and ultimately purchase your products and services.

6. Take a Moment
Five minutes of meditation a day is good for you, they say. Just as we use this to keep body and mind in check, do regular check ins with the core of your business and brand to make sure that you are staying relevant and true to its cause. Don't stress over your competition, don't try to do and be everything to everyone. Instead focus on the things that are going to add the most value to your brand and that feels most right for your business. 

7. Be Patient
Rome wasn't built in a day. Building a brand is not something that can be rushed; it requires time, care and thoughtful energy. It's vital to have solid brand foundations [and a style guide] so that everything you do is founded on the best premises and remains constant as you build your business.