{"id":4726,"date":"2020-07-13T11:17:19","date_gmt":"2020-07-13T11:17:19","guid":{"rendered":"http:\/\/143.244.150.201\/?p=4726"},"modified":"2020-12-16T09:03:10","modified_gmt":"2020-12-16T09:03:10","slug":"6-steps-to-a-successful-brand","status":"publish","type":"post","link":"https:\/\/govisually.com\/blog\/6-steps-to-a-successful-brand\/","title":{"rendered":"Six Steps to a Successful Brand"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_69_1 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<p class=\"ez-toc-title\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-67c585d256158\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-67c585d256158\"  aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/govisually.com\/blog\/6-steps-to-a-successful-brand\/#A_product_or_service_can_be_easily_be_copied_but_a_brand_will_always_be_unique\" title=\"A product or service can be easily be copied, but a brand will always be unique.\">A product or service can be easily be copied, but a brand will always be unique.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/govisually.com\/blog\/6-steps-to-a-successful-brand\/#Step_1_%E2%80%93_Create_it_from_the_heart%E2%80%A6\" title=\"Step 1 &#8211; Create it from the heart&#8230;\">Step 1 &#8211; Create it from the heart&#8230;<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/govisually.com\/blog\/6-steps-to-a-successful-brand\/#Step_2_%E2%80%93_Describe_how_it_looks_and_feels%E2%80%A6\" title=\"Step 2 &#8211; Describe how it looks and feels&#8230;\">Step 2 &#8211; Describe how it looks and feels&#8230;<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/govisually.com\/blog\/6-steps-to-a-successful-brand\/#Step_3_%E2%80%93_Connect_with_your_customers%E2%80%A6\" title=\"Step 3 &#8211; Connect with your customers&#8230;\">Step 3 &#8211; Connect with your customers&#8230;<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/govisually.com\/blog\/6-steps-to-a-successful-brand\/#Step_4_%E2%80%93_Tell_your_brand_story%E2%80%A6\" title=\"Step 4 &#8211; Tell your brand story&#8230;\">Step 4 &#8211; Tell your brand story&#8230;<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/govisually.com\/blog\/6-steps-to-a-successful-brand\/#Step_5_%E2%80%93_Keep_brand_on_your_plan%E2%80%A6\" title=\"Step 5 &#8211; Keep brand on your plan&#8230;\">Step 5 &#8211; Keep brand on your plan&#8230;<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/govisually.com\/blog\/6-steps-to-a-successful-brand\/#Step_6_%E2%80%93_Own_your_brand%E2%80%A6\" title=\"Step 6 &#8211; Own your brand&#8230;\">Step 6 &#8211; Own your brand&#8230;<\/a><\/li><\/ul><\/nav><\/div>\n<h3><span class=\"ez-toc-section\" id=\"A_product_or_service_can_be_easily_be_copied_but_a_brand_will_always_be_unique\"><\/span>A product or service can be easily be copied, but a brand will always be unique.<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>A brand is an image or idea people have in mind when thinking about a product or service of a company. It is the feelings that consumers develop and relate to the company and its products. You branding essentially defines what your customers would expect to see from your company.<\/p>\n<p>So far so good. But how do you build a successful brand?<\/p>\n<p><a href=\"https:\/\/www.linkedin.com\/in\/andrew-hope-59001712\/\" target=\"_blank\" rel=\"noopener noreferrer\">Andrew Hope<\/a>, Creative Director of <a href=\"https:\/\/www.hopecreative.co.uk\/\" target=\"_blank\" rel=\"noopener noreferrer\">Hope Creative Design<\/a>, loves developing brands and has been helping companies build a brand for 30+ years.<\/p>\n<p>Andrew shares six steps to building a successful brand.<\/p>\n<p>&nbsp;<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Step_1_%E2%80%93_Create_it_from_the_heart%E2%80%A6\"><\/span><strong>Step 1<\/strong> &#8211; Create it from the heart&#8230;<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"wp-image-4727 size-full\" src=\"http:\/\/govisually.com\/wp-content\/uploads\/2020\/07\/1.jpg\" alt=\"\" width=\"800\" height=\"533\" srcset=\"https:\/\/govisually.com\/wp-content\/uploads\/2020\/07\/1.jpg 800w, https:\/\/govisually.com\/wp-content\/uploads\/2020\/07\/1-300x200.jpg 300w, https:\/\/govisually.com\/wp-content\/uploads\/2020\/07\/1-768x512.jpg 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>Great brands aren\u2019t about clever marketing and big budgets. They\u2019re about personality and emotion. Every successful brand comes from the heart.<\/p>\n<p>Designing a quirky logo is not the be-all and end-all of your business identity \u2013 it\u2019s not even the start.<\/p>\n<p>The first thing you should do is understand what you believe in, what drives you, and how you want your customers to feel when they connect with you. We call this your brand personality or your business DNA.<\/p>\n<p>Work this through carefully and you have your first building block. This will help to shape the way you describe your business and the benefits it has to offer. Once you understand its vision and values, you can imagine what it looks like. This is where the graphic designers and wordsmiths come in.<\/p>\n<p>&nbsp;<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Step_2_%E2%80%93_Describe_how_it_looks_and_feels%E2%80%A6\"><\/span><strong>Step 2<\/strong> &#8211; Describe how it looks and feels&#8230;<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><img decoding=\"async\" class=\"wp-image-4728 size-full\" src=\"http:\/\/govisually.com\/wp-content\/uploads\/2020\/07\/2.jpg\" alt=\"\" width=\"800\" height=\"533\" srcset=\"https:\/\/govisually.com\/wp-content\/uploads\/2020\/07\/2.jpg 800w, https:\/\/govisually.com\/wp-content\/uploads\/2020\/07\/2-300x200.jpg 300w, https:\/\/govisually.com\/wp-content\/uploads\/2020\/07\/2-768x512.jpg 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>So a great brand is created by people who know what their business stands for from day one. It has a clear identity and it lives and breathes. It has a tangible personality that resonates through everything you do. Every phone call, email, brochure and social media post.<\/p>\n<p>Strong brands interact with their customers in a way that makes everyone feel good. This is what people scientists call the \u201cemotional connection\u201d. So, think of your brand as a person. What\u2019s its persona? What does it look like? And, what does it feel like? This stage is vital to your brand success.<\/p>\n<p>Brand creation should never be delegated to the marketing people. Also involve your key contacts \u2013 staff, business partners, potential customers. This will make sure that your brand is built from the inside out and that it is validated and challenged before you commit to spending money on visual identities such as logos, mailers and websites. Invest well here and you will see the business benefits.<\/p>\n<p>&nbsp;<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Step_3_%E2%80%93_Connect_with_your_customers%E2%80%A6\"><\/span><strong>Step 3<\/strong> &#8211; Connect with your customers&#8230;<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><img decoding=\"async\" class=\"wp-image-4729 size-full\" src=\"http:\/\/govisually.com\/wp-content\/uploads\/2020\/07\/3.jpg\" alt=\"\" width=\"800\" height=\"533\" srcset=\"https:\/\/govisually.com\/wp-content\/uploads\/2020\/07\/3.jpg 800w, https:\/\/govisually.com\/wp-content\/uploads\/2020\/07\/3-300x200.jpg 300w, https:\/\/govisually.com\/wp-content\/uploads\/2020\/07\/3-768x512.jpg 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>As business people, we all talk about promoting our services but this is where we go wrong. Today, more than ever because we\u2019re living in the digital age, it\u2019s more about connecting.<\/p>\n<p>Before your business identity takes shape, think ahead to how you\u2019re going to interact with customers because every connection says something about your brand. You can have the greatest logo in the world but it means nothing if you get things wrong. You need people to be your brand advocate and that means working hard at the way you communicate.<\/p>\n<p>So everyone involved in your business needs to sign up to the things your business stands for and to try to make every touchpoint a great experience. This doesn\u2019t mean scripted answers, automated responses or being \u2018on-message\u2019, it means genuine, honest encounters.<\/p>\n<p>&nbsp;<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Step_4_%E2%80%93_Tell_your_brand_story%E2%80%A6\"><\/span><strong>Step 4<\/strong> &#8211; Tell your brand story&#8230;<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-4730 size-full\" src=\"http:\/\/govisually.com\/wp-content\/uploads\/2020\/07\/4.jpg\" alt=\"\" width=\"800\" height=\"533\" srcset=\"https:\/\/govisually.com\/wp-content\/uploads\/2020\/07\/4.jpg 800w, https:\/\/govisually.com\/wp-content\/uploads\/2020\/07\/4-300x200.jpg 300w, https:\/\/govisually.com\/wp-content\/uploads\/2020\/07\/4-768x512.jpg 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>Brand creation isn\u2019t just about creating a mood board of logos, images, fonts and colours. It\u2019s about telling your story. Words are key to the whole identity process \u2013 from your business name and strapline to your customer testimonials and case studies.<\/p>\n<p>Every great brand has a great story to tell but the key is to capture the essence \u2013 not bore everyone rigid with heritage and company landmarks. These things are part of the big picture but your brand vocabulary needs to be crystal clear and easily communicated.<\/p>\n<p>Your brand values should be evident in your visual identity and should be the building blocks of your key marketing messages. Having five or six one-liners to describe what your business does well or differently is essential too. Even better, if they\u2019re based on real-life customer experiences.<br \/>\nEverything should be backed up by authentic customer feedback \u2013 testimonials, comments and anecdotes. If you weave these through your marketing materials, websites and social media platforms, you can\u2019t go far wrong.<\/p>\n<p>&nbsp;<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Step_5_%E2%80%93_Keep_brand_on_your_plan%E2%80%A6\"><\/span><strong>Step 5<\/strong> &#8211; Keep brand on your plan&#8230;<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-4731 size-full\" src=\"http:\/\/govisually.com\/wp-content\/uploads\/2020\/07\/5.jpg\" alt=\"\" width=\"800\" height=\"533\" srcset=\"https:\/\/govisually.com\/wp-content\/uploads\/2020\/07\/5.jpg 800w, https:\/\/govisually.com\/wp-content\/uploads\/2020\/07\/5-300x200.jpg 300w, https:\/\/govisually.com\/wp-content\/uploads\/2020\/07\/5-768x512.jpg 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>If you\u2019re a start-up business, brand creation will inevitably be part of your initial business plan. But what if you\u2019ve been running your business for years?<\/p>\n<p>Your brand should always be under review because of your business changes. You launch new services and products \u2013 you start to compete in different markets. So, keep it on your business agenda. Ask yourself, do you need to change your image to attract a new crowd?<\/p>\n<p>It\u2019s OK to change the look and feel \u2013 take John Lewis for example. Their caf\u00e9s proudly show you how their brand has evolved over the years. They\u2019ve changed to reflect key moments in history and key milestones as a business. But the John Lewis personality has stood the test of time. It\u2019s embedded in everything they do and is the bedrock of their brand.<\/p>\n<p>&nbsp;<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Step_6_%E2%80%93_Own_your_brand%E2%80%A6\"><\/span><strong>Step 6<\/strong> &#8211; Own your brand&#8230;<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-4732 size-full\" src=\"http:\/\/govisually.com\/wp-content\/uploads\/2020\/07\/6.jpg\" alt=\"\" width=\"800\" height=\"533\" srcset=\"https:\/\/govisually.com\/wp-content\/uploads\/2020\/07\/6.jpg 800w, https:\/\/govisually.com\/wp-content\/uploads\/2020\/07\/6-300x200.jpg 300w, https:\/\/govisually.com\/wp-content\/uploads\/2020\/07\/6-768x512.jpg 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>Brand gurus claim that no one owns their brand \u2013 their customers do and this is essentially true. But that doesn\u2019t mean you aren\u2019t its custodian or guardian. Take care of it and it will take care of you.<\/p>\n<p>It\u2019s important to own responsibility for your brand \u2013 to nurture and protect it \u2013 and to recognise how important it is to your business.<\/p>\n<p>&nbsp;<\/p>\n<p>Just remember these five things:<\/p>\n<p style=\"padding-left: 40px;\">1. Build it on firm foundations<br \/>\n2. Involve and connect people with your brand<br \/>\n3. Let it evolve under your watchful eye<br \/>\n4. Makes sure it lives and breathes<br \/>\n5. Treat it as your best business asset<\/p>\n<p>&nbsp;<\/p>\n<p>Credits: Cartoon by <a href=\"https:\/\/www.linkedin.com\/in\/simon-chubb-08bbbaa8\/\" target=\"_blank\" rel=\"noopener noreferrer\">Simon Chubb<\/a><br \/>\nArticle by: <a href=\"https:\/\/www.linkedin.com\/in\/andrew-hope-59001712\/\" target=\"_blank\" rel=\"noopener noreferrer\">Andrew Hope<\/a>, Creative Director of <a href=\"https:\/\/www.hopecreative.co.uk\/\" target=\"_blank\" rel=\"noopener noreferrer\">Hope Creative Design<\/a>.<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>A product or service can be easily be copied, but a brand will always be unique. A brand is an image or idea people have in mind when thinking about a product or service of a company. It is the feelings that consumers develop and relate to the company and its products. You branding essentially [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":4745,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[66],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>6 Steps To A Successful Brand Creation<\/title>\n<meta name=\"description\" content=\"Building a brand isn&#039;t easy. 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