Build Your Brand: What is a brand exactly?

Build Your Brand is a cultivated series of blog posts to give insight and understanding of what a brand is and used tools to getting started in building a robust brand.

       How often do you hear people discuss their “brand?”  Oh yeah, I got a brand. My brand is amazing and I sell this or you know I stay building my brand to get the bag… A lot right? I hear “brand'' so much via conversations and social media that I began to ask people about their brand.  What is your brand’s story? Who is your consumer? How does your brand create an authentic connection with your consumer? I am often met with side eyes, eye rolls, “It aint that deep,” and a few choice words under their breath as they walk away.  Other times,  I have heard the classic statement “I am the brand.” Fair enough, we see personal branding through various platforms surrounding lifestyle, travel, cooking, beauty, fashion, etc. My questions become: How do you differentiate yourself from other influencers in your arena, what is the narrative behind your brand, or what is the consistent message you send to your audience? Valid questions and these are just a few of several pertinent questions that should be asked when developing your brand.  Without having a clear, concise vision of your brand, fam, you may just have a product with hashtags.

Photo: petitiemarienyc.com

        So how do I build a brand? What are key elements of a brand? What are the most effective ways to communicate my brand. Well, first thing to ask yourself, what is a brand (as it relates to business?) Ignytebrand.com, a branding agency, defines brand as the way a product, company, or individual is perceived by those who experience it.  A great resource, Investopedia, refers to a brand  as a business and marketing concept that helps people identify a particular company, product, or individual. In essence, how are you perceived by your consumers?  What do they believe about you? What do consumers say about you? 

What are key characteristics of a great brand (per Small Business Trends):

• Consistency.  Consistent in your messaging (brand story). Consistent in language. Consistent in visuals. Being consistent allows your consumer to really understand who you are and connect with you.
• Authenticity. Be genuine. Seriously, this is your story and your story is unique. Your consumer wants to know you NOT what you think your consumer wants.
•  Memorable. Leaving a great and lasting impression with consumers helps build loyalty. Think about the first time you purchased from your favorite beauty brand, what was so memorable about the brand that led you back to it? This will also benefit your brand in staying relevant.
• Flexibility. Industries change, our consumers need changes, so a great brand  will need to be agile and flexible. 
• Solution Oriented. It is imperative that we listen to consumers and we address their needs. It is up to us to create solutions for their concerns AND direct them to our brand is the best solution to meet their needs.
• Connection. Great brands make you feel as though you are more than a consumer; you are part of the family. That feeling of belonging emerges when that brand is actively engaged with their consumers.

​I hope this gives you a good idea of what a brand or branding is and some key characteristics of a great brand.  As you begin to lay the groundwork of your brand, these aforementioned items will be important to consider as the development plan comes to life.  In Part two, we will begin to ask the important questions to lay the foundation of your brand.  We ask critical questions that will help create a clear, concise and unique identity of who and what your brand will be.

1.  Will Kenton, “Brand,” Investopedia, March 27, 2020, accessed May 28, 2021, https://www.investopedia.com/terms/b/brand.asp
2.  Jeff Charles, “7 Important Traits of a Successful Brand, Small Business Trends, June 14, 2016, accessed May 28, 2021, https://smallbiztrends.com/2016/06/7-important-brand-characteristics.html