What comes to mind when you hear the term “build a brand”? Maybe it’s a logo, a color scheme, or a tagline. It’s true that these are all elements of a brand. But perhaps what you should be thinking is this: a brand is the heart and soul of a business.

Not convinced? Take a look at these stats.

94% of people are more likely to recommend a brand they engage with emotionally.

86% of consumers prefer brands that are authentic and honest.

43% of customers spend more money on brands they are loyal to.

→ Creating and implementing a consistent brand increases revenue by up to 33%.

The numbers speak for themselves: brand matters — and it’s more than just a logo. Your brand is a recognizable set of elements that work together to differentiate your business and make it stick in the minds of your customers.

It dictates how people perceive you and your offerings. And we believe that your brand is just as important and sometimes, even more important (gasp!), than the quality and price of your product or service.

But if you’re not a marketing person, we understand that you might not feel the same way.

So what’s the secret to building a brand when you don’t believe in branding? Partnering with an agency that does. You can stay focused on running your business and reap the benefits of a strong, recognizable brand at the same time.

At Iconic, we do the brand strategy legwork for you. Our brand framework brings your brand to life — and dare we say, it even makes branding fun?

The steps to build a brand

1. Identify (and get to know) your target audience

Strong brands start with their ideal customer in mind, and that’s where we start too. We help you define specific answers to complex questions like:

  • Who is your target audience?
  • What are they like?
  • What do they need or want?
  • What problems are keeping them from achieving their goal?

2. Pinpoint your offerings (and how they help your customers)

Once you know your target audience, you can tailor your offerings and your brand to meet their needs. The questions we’ll work through in this stage are:

  • What products or services do you offer?
  • What features set you apart from the competition?
  • How will your products, services, and features ultimately help your target audience?

3. Give your brand a (likable) personality

You’ve determined your target audience and how you can help them. Now, it’s time to develop a brand personality that will connect with your audience. This includes elements like:

  • Visual identity (logo, colors, etc.)
  • Brand voice
  • Brand tone

Want to learn more about brand personality and why it matters? Check out this blog post on humanizing your brand.

4. Bring your brand to life (and watch your business grow)

In the final step, we help you put everything together in one cohesive package. Your brand strategy and style guide contains everything you’ll need to bring your brand to your customers and your employees.

A great brand is consistent across every touchpoint, and part of everything a business does. And to get there, you don’t have to be a brand fanatic — we’ve got you covered. Schedule a brand consultation to get started.