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Business owners often mix up building a brand with creating a brand identity, and while they go hand in hand, making an actual brand goes much deeper than just aesthetics.

Here are six elements you need to implement to turn your business into a brand.


1. Story

The difference between a good business and a great brand is the story they are telling, think about the message you are narrating to your audience, this will include your brand values and your brand’s mission.



2. The Feeling

Don’t think of your brand as just a visual representation of your business but more along the lines of a relationship between your business and your customers with the focus on the feeling your customers get when they interact with your company.

This way you will create not just a visual pleaser but a satisfying experience from start to finish ensuring customer delight. and if you can add that feeling to your content then this will help solidify your brand and make it memorable.

below is an ad for Zappos, a provider of clothing that has introduced household goods to there line up, look at how they decided to tell you the idea that they now will be providing household good and the feeling they leave you with.



3. Selling point

Be clear on what it is you as a business are offering to your customers and drive that message home, for instance, are you providing, value, luxury, increased productivity, excellence, simplification of an existing process, whatever it is that sets you apart from the rest, dive deep in to that and let that message be the thing that shines brightly in your messaging.


4. Brand Identity and Brand guidelines

Now you are ready to give your business an identity a look and a feel. come up with a set of rules that outline how your identity can be used and make sure it is the same across all of your networks and contact points


5. Consistency

Your brand must be constant from the moment a customer see it for the first time; let’s say in an advert on social media through to your website, into your packaging even up to the follow-up email they receive thanking them for using your service or buying your product;

it is this level of consistency in design and user experience that makes a brand feel like a brand and not just a business.


6. Messaging and Personality

Your messaging and the way you get that across with your tone of voice is essential and plays a significant point in how your story is told and what people will come to expect when interacting with you.

Establish what kind of tone or voice your brand as has, is it, friendly, corporate personable, once you have the tone of voice that best fits your brand make sure all your text and touch points via social media, blog post content, website and email communications reflect this tone and there is a level of consistency across the brand.


Need help building a brand for your business? Let’s chat!

We talk more on this subject on our bonus podcast episode Everything you need to know on how to make a great brand

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Asher Gouldbourne

Author Asher Gouldbourne

I have a Strong foundation in Photography and Cinematography I have helped start dozens of companies from the ground up and specialise in creative media production, complemented by a knowledge of business marketing and user journey analysis.

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