How To Build A Brand

When it comes to building your brand, there are multiple ways to construct a great foundation. There are six key components that make up the anatomy of a brand and we have them listed, explained and ready for you to apply to your business. Keep an open mind and allow your ideas to flow. This blog post is interactive and after you have brainstormed your ideas you can go back later and edit, refine and perfect what will be the ultimate brand for your vision! The six key components are communication, logo, color scheme, story, values, mission statement and ideal client. 

1.    Communication
This is the first and one of the most important components of brand anatomy. Communication encompasses social media, email subscriptions and all verbiage used on your website and packaging. The way you communicate with your clients defines how you are perceived. When dealing with social media, communication is ongoing, around the clock and seen by thousands of people. These interactions could have a positive or negative effect as a part of your brand. Use communication to define how you do business and set the expectation for what clients can expect from you. Answer a few of the following questions and have a friend look at a few of your pages and give you feedback on the consistency of your communication. How do you communicate with your clients? What social media channels do you use? Can you expand your social media channels? Do you have an email subscription list? Does the wording on your website match the wording on your social media? How often do you send subscription emails? 

2.    Logo
This may be a self-explanatory category, but none the less it is an important component of your brand. Your logo is usually the first item you pay for when starting your business. The logo sets the tone for your business and becomes the primary recognizable image that represents your business. Companies often re-design their logo as time goes by and some even change their logo to completely update their branding. Answering the following questions will help you decide if your logo is holding up its worth as a component of your brand. Does your logo match the color scheme of your website? Can a consumer tell what you do simply by looking at your logo? Is your logo up to date? 

3.    Color Scheme
Most entrepreneurs choose their color scheme simply because it is appealing to the eye. In fact, there is a such thing as color psychology and certain hues can trigger subconscious thoughts about brands and products. Take some time to look into what the colors utilized in your branding signify. What colors are used in your color scheme? Is your color scheme consistent across all your social media platforms and website? What do the colors in your color scheme represent in color psychology? Does the color psychology of your brand match the tone you want to set for your business?  

4.    Story
People don’t buy what you sell. People buy you and for this reason brands that are humanized are inevitably more successful than others. Finding a way to tell your personal and or company story is a big component of your brand. Consumers respond to emotion. Some entrepreneurs use self-recorded video to film their story, documentary style footage with voice over, blog interview posts and more. Find a way to express your story to your consumers. This component of your brand will bring you more loyal clientele. Have you told your company story? How do you plan to share your story? Have you written your story down? Which internet channels will you use to share your story? 

5.    Values
Values is a component that sometimes gets overlooked. As entrepreneurs, we know the values we hold near and dear to our business, but sometimes we forget to openly communicate these with our clientele. Sharing values allow customers to identify with our brand and become a part of our company community. What values are important to you as an entrepreneur? What values are important in your business? How do you plan to share these values? 

6.    Mission Statement
This component is occasionally listed in a business plan, but gets lost over time. A mission statement is important in branding because it not only lets the customer know your purpose as a business it is great for you as an entrepreneur! Keeping your mission statement close by to read and review can help in times of struggle to clear your mind and refocus your initial purpose for becoming a business owner in the first place. A mission statement is like a self-affirmation. Do you have a mission statement? Is your mission statement posted on your website or blog? Does your mission statement align with your values? 
With these six components, building your brand will be a little bit easier. Remember that each piece is just as important as the next and being honest with yourself about the answers to the questions will make for a more honest brand. The effort you put in is equal to the results you receive. Write your heart out! We’d love to hear how working through the seven components that make up the anatomy of brand help you get into the nitty gritty of building a strong foundation. Have a great week! 

kelly conleyjefferson