How to build a brand

I am…

• Brand + communications manager
• Copywriter + editor
• Freelance writer

I am a communicator

• Who are they?
• What do they do?
• Why do they do it?
• How do they do it?
• Who are their customers?

Branding

• the act of making a product, organisation, person, or place easy to recognise as different from others by connecting it with a particular name, design, symbol, set of qualities, etc.�
• the design, symbols, colours, etc. that people connect with a particular product or company

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- Cambridge Dictionary

Nike

• Nike’s mission statement: “Bring inspiration and innovation to every athlete in the world.”�
• Nike’s purpose: “Our purpose is to unite the world through sport to create a healthy planet, active communities, and an equal playing field for all.”

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It is the who, what, why

Who are you?�Example: Resolve is an IT support provider

What do you do?

We provide IT support to SMEs, translating complicated issues into easy-to-understand information that is useful to business owners

Why do you do it?

To pair excellent tech knowledge with excellent customer service

Branding informs…

Business name

Logo

Typeface

Website

Tone of voice

Photography

Packaging

Staff uniform

Office environment

How you treat your customers

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What makes good branding?

Authenticity

Clarity

Consistency + Flexibility

Aesthetically�appealing

Resolve Rebrand

Chatsworth Rebrand

Pentagram says:

“The new branding needed to acknowledge the heritage of family and place, and be nimble enough to cover future ideas and development.

The family’s rich heraldic heritage plays a key part in the new brand, which centres around a hand-drawn serpent motif. The serpent is a family emblem found consistently across its heraldry, and stone-carved serpents are found in abundance at Chatsworth, Bolton Abbey and Lismore. As a heraldic symbol, the serpent stands for stewardship and wisdom, renewal and growth.”

https://www.pentagram.com/work/chatsworth/story

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How to build a brand identity

Describe your brand in three words…

Discovery – who are you?

Who are you, what do you, why do you do it? �

Speak to:

• Staff
• Customers
• Past customers
• Friends + Family

Discovery – who are your customers?

Who is your target market? ��Consider:

• Gender
• Age
• Education
• What are their hobbies
• Where do they shop?
• What newspaper do they read?
• What problem are you solving for them?

Brand audit

What are your brand assets? How are they? Do they align?

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• Business name
• Website
• Logo
• Social media
• Newsletter
• Uniforms
• Packaging
• Products

Website audit

Does your website support your brand?�

• Do you have a website?
• Does it do what it needs to?
• Is it reflective of your brand?
• What’s the photography like?
• Is the messaging clear?
• Is it easy to use?
• How is the SEO?

Competitor Analysis

Understand what makes you unique

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• Who are your competitors?
• What are they doing better?
• What are they doing worse?
• How do you stand out?

Now?

Create six points that encapsulate your brand values.

These points should be at the heart of every decision you make.

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Who to hire?

93FT https://93ft.com

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Made by Symbol https://www.madebysymbol.co.uk

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Eleven Design https://www.elevendesign.co.uk

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Peter & Paul https://www.peterandpaul.co.uk

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3800 Limited https://3800.co.uk

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On a shoestring?

• Find a designer friend – remember Nike
• Use simple web tools like Squarespace, Wordpress or Shopify
• ChatGPT
• Social media
• Newsletter
• Invest in photography, otherwise Unsplash https://unsplash.com
• Ask your friends + family for feedback

Thank you!

Any questions?

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hannahclugston