A brand can be defined as the overall perception about a product, individual or organization. The reputation your organization creates to those it interacts with. People and organizations consistently try to influence this perception or simply put how they are perceived. This effort to influence perception is called branding. The formal plan you put in place to create a particular image of your self is what is referred to as a a brand development strategy. Growing a brand can not be done overnight.
In this article you will learn 7 steps you can use to develop your brand in 2021.
3 stages of Brand Development
- Align your brand development strategies to your business objectives or goals
- Development of communication tools such as logo, tagline, website, social media or a brand guideline.
- Strengthen your brand
Stage 1: Align your brand development strategies to business objectives
Before you start doing anything, go to your goals and note down what you intend to achieve with your brand. If you are starting out, note down your skills and what you want to achieve.
This is because, everything you will do will be based on your brand and business goal.
Step1: Understand business goals and objectives
Whether you are a start up or an existing business, you need to understand what you plan to offer or achieve with your brand. This will be based on your skills and desires. Check out this article if you are starting. How to start your personal Brand
Lets use an illustration to explain. (This is my true Story)
|Example 1: I have analyzed my skills and i know that I am a good minimalist logo Designer and digital Artist. I have decided to offer Logo Design Services.|
Step 2: Know your target clients
Now that you understand what you can do if you are starting and what you had set out to achieve if existing, you need to know who you want to do it for. This are called your target Group. This are the people who you want to offer your services to.
|Example 2: Now that i am a logo designer, i will look for business owners or people interested in starting businesses. For my digital artworks, i will look for maybe T-shirt Sellers who sell on merch stores like Etsy, Teepublic and Merch by Amzon.|
Step 3: Research and understand your target clients
Now that i know what i want to offer and to who i want to offer it to, i need to understand their perspective and priorities then anticipate what they need. There are a number of ways you can do this you need to be creative and strategic.
|Example 3: As a logo and T-shirt designer, I will join Quora and learn the different questions people ask about logos design and T-shirts too. I will also follow on Instagram various accounts that post content relevant to my niche and see the comments. I will also join groups on Facebook such as and see the posts and comments.|
Stage 2: Development of communication tools
If you have reached this step, you have finished the back end planning of your brand. Unlike stage 1, Most of the steps in this stage will require you to hire a professional so that you do it right.
Step 4: Develop a brand
The approach you will take when creating a brand will highly depend on the research you took in step 3 above. The must have things will include, a logo and social media kit. I recommend this gig for a logo and social media kit. Of course its my gig that i made after my step 3 above was done so no example for this step.
If you are starting out, you will use YouTube, Instagram, Facebook and Twitter as your source of traffic. You will direct all the traffic to your Medium page because you do not have a website. You can however create a free one using Wix or hire a freelancer to create a wix website for you. In the website you will have content about your niche and recommending your services which you will offer on Fiverr.
If you have a website, you will enjoy organic SEO traffic. You can learn how to make your website yourself here How to make a website in 2021 a step by step guide or hire any of this guys on Best freelance web developers.
Your logo name and tagline are not your brand but make up your brand identity. This are the things that help identify your brand. They will also include colors fonts and different aspects of design. If you are in it for the long run, you can create a brand book but it is not a must.
You will need to hire a creative designer services to get this. You will get a branding manual or guide that will dictate the visual appeal and representation of your brand.
Step 5: Develop Market Positioning
Market positioning/ Brand positioning is what sets you apart from other players in your similar field or what will make a client come to you and not your competitor. This will be achieved by how useful the content you post on your medium or website is useful and relevant.
One tip you do not have to do it yourself. You may have great understanding of your field but content such as article writing or video creation for your YouTube content requires special skills for impact. For Video editing and Blog content creation, I recommend
Step 6: Develop your messaging strategy
After this, you now come up with a strategy to pass your brand positioning into messages to your target audiences. This include your clients and potential customers, potential employees, potential partners etc.
Each of this target audiences are interested in different aspects of your organization. This means that you should prepare a customized approach to your messaging strategy. Even though the core brand positioning is for all audience, it will take different approaches for different audience such that it is relevant to them. At this stage you will consider that this is where you establish brand relevance.
If you already have a logo, tagline and many more. You do not need to create a new one if you are happy with it plus it matches your brand positioning. If you do not however, you are missing an important part of your representation. Here are some freelancers on Fiverr who develop branding and brand guidelines at awesome friendly rates.
Stage 3: Strengthen your Brand Reach
Step 7: Develop your content marketing strategy
This means feeding your audience the information or ideas. This content and ideas must be relevant, valuable and most of all consistent. When this ideas are published, they help to continuously grow your information database as well as audience. This section will also cover the different avenues you wish to use to move your content like social media, website or medium in our example. Make sure you direct traffic to your money maker, that is your Fiverr Gigs.