Build A Brand, Not Just A Business

Oct 1, 2019 | Branding

Your business is unique. You have your own range of products and services, and you’re out there, promoting them and telling everyone. You probably have at least one social media outlet you’re using, and you’ve invested time in building your network.

But things seem to have plateaued. You want to go further, but something is holding you back.

Have you looked at building your brand?

Your business needs to be bigger than you, and your products. You need to look at your long term vision, define your core values and tell your story in a way that makes people want to be a part of what you stand for.

These are the fundamental blocks of building your brand.

What is your brand?

Seth Godin once said that “A remarkable brand is one that’s worth talking about.”

(I really recommend reading his book “Purple Cow”)

Your business gives your brand the foundation it needs. It’s the products, the services, it’s what you can offer. It’s like the cover of a book – you want people to see the cover and be excited about it. On the other hand, your brand is the pages of the book. It’s your story, your inspiration, your values – it’s what drives your business and makes it the book that people want to buy and read.

Your brand is so much more than just colors, fonts, logos and designs. Your customers connect with your brand on a personal level, and when they read your story, tell everyone about it.

Not having a brand, can have some harsh consequences on your business. You can read more about it here.

Building your brand.

You need to start at the beginning. One of my key fundamentals when it comes to building your own remarkable brand is this:

Strategy First, Design Second.

You need a strong foundation to build your brand on, and a secure strategy helps you identify your goals, your values and so much more.

But even deeper than a strategy lies some fundamental characteristics every brand needs to really be a talking point; and when done right, it works for you. It connects your audience to you, and no matter what direction you take with your business, your customers will come along with you.

In one study, 94% of consumers said they would recommend a brand that they feel emotionally connected with. With that kind of word of mouth, it’s worth taking some time to look at these elements.

The 8 Characteristics of a strong brand

It’s almost a cliche these days with clickbait headlines like “5 simple ways to …” and “7 reasons you should …”. But in this case, there are 8 characteristics every strong brand shares and in a series of blogs in the coming weeks, I’m going to explore them in-depth.

But first, an overview!

igina build a brand not just business

Each of these characteristics helps connect your business and your brand to your customers in different ways. I’ll be focusing on these over the coming weeks and going into depth about how you can use them to build your own remarkable brand.

What next?

I’ve hardly scratched the surface of building your brand here, but it’s important to go over some key points.

  • Your business needs a strong brand to connect with your customers
  • You need clearly defined values, vision, direction and a story to create your brand
  • Your brand needs a foundation and a strategy
  • Every strong brand shares 8 key fundamental characteristics

I’m looking forward to sharing with you in this series how to go from just a business to a remarkable brand. Stay tuned for the next installment, but if you can’t wait for it, why not give me a call and see how we can build a remarkable brand tailored for you, together.

Who am I? 

I'm Gina Dunn, Brand Strategist and CEO of iGina - and my mission is to help business owners all over the world to break through their business barriers and realize their brand potential, sometimes for the very first time.

Did you know that brand-led businesses outperform their competition by 83%? Get started by mapping out your very own brand strategy yourself with our Brand Canvas - get it here.