How to build a solid brand and why it matters

A brand name is important, for sure. After all, it is through it that you will present your product or service to potential customers. But there are other points that must be thought about and planned when you are developing your brand, as it is responsible for the customer’s perception of your company. When a professional develops a logo, for example, he needs to analyze several points (such as the sector of the product/service offered, target audience, company personality, etc.), so that they are aligned and talk to each other. All of this is important, because being remembered positively by consumers is one of the main points in building a successful business. And the more your brand is solid, consistent and correctly positioned, the easier it will be for people to remember and recommend.

Step 1: Study the market and decide how you want to position your brand

The first thing to be done is dense and detailed market research to study the target audience, competitors, points of sale and other aspects that may be important for your company. With this analysis done, comes the key question: how do you want to position your brand? To answer it, you need to have defined who your audience will be, what its main characteristic will be (innovative, cheap, modern, etc.), where it will be advertised, how it will stand out from its competitors… in short, everything that whatever it takes to create her personality.

Step 2: Create the brand’s visual identity and personality

Name, logo, slogan, color palette, mission, vision, values, tone of voice: all of this is part of your company’s identity and personality — therefore, all of these points need to speak to each other and to the consumer you intend to win over . Want an example? Nubank is a relatively new bank on the market, but when we see the color purple, or the letters “Nu”, or even a fun message about finance, we quickly remember the brand.

Step 3: Take this unit to all brand media

With the personality and visual identity defined, they will be your manual for all company communication. From social media to customer service, for example. Still using the Nubank example, take a quick look at the brand’s social media and see how the key elements are always the same. This creates a very strong relationship between customer and company, as if they were old acquaintances.

Step 4: Constantly listen to the consumer

And speaking of customers, always pay attention to what they say. With each feedback you receive, analyze, study and incorporate what makes sense for the company. The objective of your brand is to communicate with the consumer, it is to be present in the public’s mind. So be willing to listen to what he says and adapt whatever is necessary to achieve that goal. Extra (and constant) step: Count on the support of qualified professionals and be inspired by successful brands Brand consolidation is not an easy or quick task, but it brings incredible results. Whenever necessary, count on professionals who will help you put into practice what you have on paper. Amazon, Coca-Cola, Apple, Netflix, Natura and even Nubank itself, already mentioned above, can (and should) be good inspiration on brand positioning. Even if your business is still small, you can observe and learn from large companies