Starting something from scratch is both exciting and challenging. Whether it’s a new habit or project, you’ll need both determination and a goal to continue pushing through. This is the same for new business owners: building a brand from the ground up will test everything, from the very foundation of your business to your beliefs.

There will be a lot of decisions to be made and plans to be thrown around and improved. Building a brand from the ground up is never easy; everything starts from zero. Even the most famous brands out there struggled at first.

Treat your business venture as a journey and understand your brand to know how to improve and market it. Here are 4 tips to help you get started.

What is a brand?

Before diving into specifics, you must understand what a brand is first. A brand is a marketing concept that serves as your business’ identity. In other words, it shapes a person’s perception of your company and products. 

When a brand is done and marketed right, it leaves a notable impression on the target market. And a good impression is always a great start in getting conversions and building customer loyalty.

Now that you know what a brand is, it’s time to go to the tips!

Know Your Brand’s Purpose

Having a distinct purpose can do wonders for your brand identity and marketing. Branding is a business’s identity, and is one of the most essential parts of your business’ communication. If your business doesn’t have a clear purpose, it won’t be easy to position your brand to your audience. They will find it hard to relate to you.

To have a clearer brand purpose, ask yourself and your team these questions:

• What does the brand do?

• How does the brand do it?

• Why does the brand do it?

Answering these questions will help your brand highlight what assets make it unique, and what customers can expect when interacting with your brand.

Know Your Brand’s Story and Voice

Now that you know your brand’s purpose, the next step is to create a brand story.

A brand story is a narrative of the brand, telling your side of the interaction. In other words, the story about the brand’s inception, the challenges, how it made its vision a reality and what drives the brand’s mission today. 

People’s minds react to words. Through a well-crafted brand story, you can start attracting attention and building relationships with your potential target market.

Know Your Brand’s Target Market and Competitors

Understanding your target market and competitors is an excellent source of information for content, marketing strategies and who exactly is ready to buy your products and services.

One way to source such information is to do a competitive analysis to identify your major competitors, products, sales, and marketing strategies. On the other hand, social media is another valuable platform to look for clues. Through social listening, or when people mention you or your competitor’s brand, you’ll have a grasp of trends and what people think about your products and services.

Without this vital information, you’ll have a hard time finding your niche. Additionally, you’ll burn through your marketing funds, as you’ll target a massive group of customers that includes an audience that is not interested in your business in the first place.

Know How to Promote Your Brand

Now that you have the content and research prepared, it’s time to promote your brand and start connecting with thousands of people.

Start creating marketing collateral that you can use when posting on social media and running promotions traditionally and digitally. Another great option is building a website and learning SEO (search engine optimisation) for your customers to find the brand on Google and other search engine sites.

All of the above are methods that can put your brand out there. Investment, resources and brainpower are involved — but all is worth it when done right.

Once everything is settled, the next step is brand management, which is when techniques and strategies are used to improve overall brand perception.

Build your reputation further and think outside the box. You can ask for help from marketing professionals regarding brand management, helping your business connect with a broader set of audiences. Access is an organisation that provides customers with the “Everyday Better Life” they deserve. With this, we partner with brands that share our same beliefs and connect them to millions of consumers worldwide.

If you’re a business within the beauty, lifestyle and wellness industry, get in touch with us and learn more about how our unique business model leverages influence for companies worldwide. On the other hand, if you’re an innovator seeking commercialisation within the mentioned industries, we can help you develop and commercialise market-leading IP and reach a global market.