The steps a company should take to build a strong, cohesive, and consistent brand identity will vary, but these 4 Major Steps To Building a Brand applies broadly, which are:
- Analyse the company and the market: A full SWOT analysis that includes the entire firm—a look at the company's strengths, weaknesses, opportunities, and threats—is a proven way to help you understand the situation so you can better determine your goals and the steps required to achieve them.
- Determine key business goals: The brand identity should help fulfil these goals. For example, if a laundry service provider is pursuing a niche luxury market, its ads should be crafted to appeal to that market. They should appear on channels and sites where potential customers are likely to see them.
- Identify its customers: Conducting surveys, convening focus groups, and holding one-on-one interviews can help a company identify its consumer group.
- Determine the personality and message it wants to communicate: A company needs to create a consistent perception, rather than trying to combine every conceivable positive trait: utility, affordability, quality, nostalgia, modernity, luxury, flash, taste, and class. All elements of a brand, such as copy, imagery, cultural allusions, and colour schemes should align and deliver a coherent message.
