7 steps to setting up a successful brand

A brand is a symbolic representation of your business, it’s something that allows your products and services to cut through the noise and be recognized anywhere by customers. But in practice, branding can be more impactful than it initially sounds.

According to a Customer Thermometer research, 64% of women and 68% of men have felt an emotional connection to brands, and 91% claimed those connections were positive. So, what does that mean for your business?

If people care about branded products, that means you can charge more for your product even if there are many similar ones out there because a client will gladly pay for higher trust. It also means that you have a loyal customer base to count on consistently while expanding.

This article will cover the 7 steps you need to follow for successful brand building and will talk about tips that will help you boost your brand recognition.

  1. Define values and personality

The biggest headache of new business owners when it comes to branding is the lack of fixed values and personality. As your business expands, it’s hard to keep the same core structure if you don’t have it down, which is why a lot of brands don’t stand out.

To make sure that your brand is going to have a personality more than just a colorful ad, decide from the beginning which principles you’re going to adopt. High-quality luxury experience or affordable prices for all? What is the main problem you’re trying to solve with your product/service?

And to define brand personality, you need to know which image you want to put forward. A lot of companies in the social media age are putting their money on the “funny and relatable” style of advertisement that can go well with young people on every platform. However, you might need to adapt according to the customer profile.

  1. Know your customer better than your competitors

We all know it’s important to learn from the competition because the people who were in the business before you have a lot to teach from experience. And even though that knowledge can’t be underestimated, there is a lot to gain from focusing on your target audience more than the competition.

Spend time developing a detailed description of your target customer and do some research into their interests and what is important to them when purchasing something. If you can understand the customer’s needs better than your competition, turning your brand into the go-to option is much easier.

  1. Brand Style

Once you have the market research done, you can get practical with your branding. The logo, imagery, and content part of the brand is what makes the general public recognize your product instantly and associate it with trust.

In order to build that, make sure to choose a color palette of 3 to 4 colors that will reflect an aspect of your brand, and select one or two colors to be part of your logo. If you want to inspire more trust, investing in a blog for your website where you talk about different aspects of your niche can help customers see that you have experience and knowledge in the area.

  1. Invest in brand recognition

Cutting corners when building a brand is often a bad idea since that becomes very transparent to the viewer and potential customer. Ideally, a business owner should invest money in branding proportional to the pricing of their product.

That goes for online ads, employers using company t-shirts, company vehicles, etc.

If you are a luxury brand, your consumers will want to have a luxury experience with high-quality customer service, ads, and website navigation. But if a brand wants to be known as affordable and relatable, it’s possible to use simpler alternatives that still look professional.

  1. Get involved in the community

Every niche comes with a community of people who are interested in the same thing. These groups of people can be commonly found on social media pages, regular events, and your local hang-out spots.

This can be a powerful tool to grow your business from the inside out since you’ll know which people are interested in your product and “word-of-mouth” advertisement is crucial to small businesses (and it’s free).

  1. Be the brand

Your brand should be a channel that represents your values and core beliefs, and especially for a starting business, it’s necessary to have a vocal leader that acts like their brand.

Customers trust action more than words and people more than companies, so if you want to gain more traction in any given market, make sure to get out there and talk to people about your ideas, purpose, and product. In short, be your brand’s face and biggest advocate.

  1. Find your “purple cow”

The purple cow is the factor that sets you apart from any other similar brand. There are countless companies out there serving all kinds of purposes, but if you want to be a memorable brand that will survive many years in the market, you have to have something no one else does.

Including your purple cow in marketing is also very powerful with phrases like “The only service provider in the state that…”. This different aspect of your team is going to secure you a niche of people who didn’t have an option before your product.

Additional Tips


Any experienced entrepreneur knows how important having positive reviews is when earning your place in a market, which is why displaying testimonials on your website and social media is such a common tool that truly works to build clientele and customer loyalty.

Employee training

Your team forms an integral part of your company and cannot be overlooked, especially in training. Employees should be informed of the main ideas and values of the company, and the way they treat consumers and conduct themselves while working can inspire confidence or do the opposite.

Cultivate long-term relationships

Even as your business grows, is important to maintain close contact with customers to build a loyal base. Chances are, your brand will go through a lot of struggles, but returning customers are vital to helping your business get back on its feet during those times.

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