BUILDING A BRAND FOR DIGITAL IN 2020
Whether your business is well established, or you’re a pioneering visionary with a disruptive idea you’re eager
to bring to life, you need to build a brand that is impactful for an audience that cares. Here’s how to get the creative
Write a proclamation that expresses your brand’s beliefs, values and story. Why did you start? What problem are you solving?
Why do customers value what you have to offer? How do stand out?
Conduct a competitor analysis. Choose a few local and international brands that are offering the same products
and services as you and see how well they ar faring, have a look at what they are doing online. Look at things
like their paid ads on Google, their Social Media accounts and interactions, they way in which they approach customers
to buy their products and book their services.
Create a buyer persona, to guide your brand identity, in a way that it appeals to your target audience.
Create a brand personality. This sets the tone for your brand message. Your brand personality is a direct
reflection of your company culture. What is your company about? Are you laid-back and easy going? Rebellious or
adventurous? Quirky? Fun? Is your brand educating people? A well constructed brand personality, sets the tone
for all of the content you research, create and share.
Create your customer value proposition. Now that you’ve packaged your branding essentials, use these insights to create
a customer value proposition to compels customers to take action.
Create a brand style guide. Finally, design your brand image, decide which colours, icons, imagery and logos, best reflect
your brand values, tone and personality, is well aligned to appeal to your ideal buyer persona and effectively promotes your
brand message and customer value proposition in a way that is visually appealing and uniformed across platforms.
Generate branded online and offline assets and create content related to questions your customers commonly have around your industry, to
empower them to make the right purchasing decisions.