Brand & Marketing


How to build a brand

Your target
  • Google your product or service category and analyze the direct and indirect competitors that come up.
  • Check subreddits that relate to your customers and eavesdrop on their conversations and product recommendations.
  • Talk to people who are part of your target market and ask them what brands they buy from in your space.
    Look at the relevant social media accounts or pages your target audience follows and are receptive to.
  • Go shopping online or offline and get a feel for how your customers would browse and buy products.
Pick your focus
  • Your unique value proposition is the one thing you’re competing on. Find it, go in on it, and make it a part of your brand’s messaging.
  • Alternatively, if the company you want to start has a cause at its core
    (e.g., if you’re starting a social enterprise),
    you can also write this out as a mission statement that makes a clear promise to your customers or to the world.
Your business name
  • Make up a word, like Pepsi.
  • Reframe an unrelated word,likeApple for computers.
  • Use a suggestive word or metaphor, likeBuffer.
  • Describe it literally (caution: easy to imitate),like The Shoe Company.
  • Alter a word by removing letters, adding letters, or using Latin endings, likeTumblr (Tumbler) or Activia.
  • Create an acronym from a longer name,like HBO (Home Box Office).
    Combine two words: Pinterest (pin + interest) or Snapple (snappy + apple)
Your slogan
  • Stake your claim. Death Wish Coffee: “The World’s Strongest Coffee”
  • Make it a Metaphor. Redbull: “Redbull gives you wings.”
  • Adopt your customers’ attitude. Nike: “Just do it.”
  • Leverage labels. Cards Against Humanity: “A party game for horrible people.”
  • Write a rhyme. Folgers Coffee: “The best part of waking up is Folgers in your cup.”
  • Describe it literally. Aritzia: “Women’s fashion boutique.”
Brand colors and font
  • Colors

don’t just define the look of your brand, they also convey the feeling you want to communicate and help you make it consistent across everything you do. You’ll want to choose colors that differentiate you from direct competitors to avoid confusing consumers.

  • Font

Pick two fonts at most to avoid confusing visitors: one for headings and one for body text (this doesn’t include the font you might use in your logo). 

Design your logo
  • A company logo design is probably one of the first things that comes to mind when you think about building a brand. And for good reason: it’s the face of your company after all and could potentially be everywhere that your brand exists.
  • Ideally, you’ll want a logo that’s unique, identifiable, and scalable to work at all sizes (something often overlooked).
  • Consider all the places where your brand’s logo needs to exist, from your website to your Facebook page’s profile picture to even the little “favicons” you see in your current browser tab.
Across your business
  • What motivated me to start my business?
  • Why does the company exist?
  • How do we contribute to the world?
  • What is the story behind my business the customer should know?
  1. Building a brand doesn’t stop with creating a logo or slogan, or even with your brand launch.
  2. Your brand needs to exist and remain consistent wherever your customers interact with you, from the theme you choose for your website.
  3. The marketing materials you produce.

Our Marketing Ways

B2C Marketing Strategies

  • Social Networks and Viral Marketing
  • Paid Media Advertising
  • Internet Marketing
  • Email Marketing
  • Direct Selling
  • Point-of-Purchase (POP) Marketing
  • Co-Branding, Affinity, and Cause Marketing
  • Conversational Marketing
  • Earned Media/PR
  • Storytelling

B2B Marketing Strategies

  • Content Marketing
  • Inbound Marketing
  • Social Media Marketing
  • Search Engine Optimization
  • Search Engine Marketing/PPC
  • Account Based Marketing (ABM) and Retargeting
  • Earned Media and PR
  • Referral Programs
  • Industry Events
  • Conversational Marketing

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