How to

How to Brand a New Business: Step-by-Step Guide for Entrepreneurs

As an entrepreneur, you’re probably well aware of the importance of branding. Your brand is how your customers perceive you. Your brand is their first impression. It’s your company logo, your tagline, and everything in between. And that’s what makes it so challenging to get right! Branding a new business requires a great deal of thought — from the design of your logo to the tone of your marketing copy — and it takes time to get just right.

1. How to create a brand identity that inspires trust

When you’re building a brand, you have to think about how your customers will interact with your brand. One of the most important ways to create trust is through your brand’s visual identity. When building your visual identity, you’re also choosing the best colour or graphic to represent your brand. You also have to consider how you’re going to represent your brand online. Those two things take a lot of consideration and lead to a lot of additional choices.

Social psychologists developed interaction theory to explain the way people interact with the world around them online. Interaction theory uses two separate cognition processes to examine how people process information and decide what to do next.

The first process includes viewing stimulus (aka the environment or the world). Through this process, stimulus contents are catalogued and organized into recognizable components related to one another.

For example, someone may see the word “blue” or the colour blue. Through this process, the stimulus is colour understood as the entire shade of the colour blue. Therefore, it is a visual stimulus.

The second process comprises mental representations of the stimulus. Once a person has seen stimulus contents, they have begun to process them into mental representations using the N100, Comprehension, and Identification (N1–N7) processes.
The N100 process works non-manually — it doesn’t have a beginning, middle, and end. Instead, it starts by showing people the immediate stimulus. Most often, the N100 process focuses on three distinct parts of the stimulus:

  1. Categories, themes, and values;
  2. People, animals (e.g., dogs), or objects; and
  3. Immediate value responses (e.g., pleasant/neutral /painful).

So, for example, someone sees the word “blue” and then realizes it’s blue because of the colour of the sky; feel good or unpleasant reactions to this stimulus conclusion are possible.

2. How to properly use your logo

A lot of start-ups make the mistake of having a logo that doesn’t work on different levels. When designing a logo, it’s essential to make sure that it works in small formats like business cards and on the web and that it also works as a favicon, a small square logo that appears next to the URL in a browser tab.

Or maybe your logo should be a logo of a pizza restaurant where you’re starting a new restaurant. Don’t mistake this for a winning logo — even if your idea is impressive, a pizza restaurant’s logo is not. Most pizza chains don’t have extensive collections of graphic design teams on retainer; they pick up a few illustrators to make a few pizzas and then call them in for additional work. So using a logo as an illustrator will never lead you to success.

Don’t overuse the colours that your logo contains. Don’t overcomplicate the typography. Have a shot of espresso tea and call it a day. If your logo isn’t a map, it isn’t a logo.
That’s why getting your brand logo just right is so essential for any new business. Nobody can read a logo. It’s mostly one large block of text. Getting your brand’s logo just right requires all your thinking skills as well as a healthy dollop of design and marketing creativity.

3. What is your brand promise?

A brand promise is a value or experience that customers can expect from a Company every time they connect with it. The more the brand value in the minds of customers and employees, the more a company can deliver on that promise.

When you’re creating a new product or service, the first thing you need to do is figure out what your brand promise is. The brand promise is what you promise your customers, and it’s usually a three-word sentence that encapsulates the value you’re providing. For example, “Secure & reliable.” This promise allows you to sell the “Secure & reliable” products and services. But later on, the “All-in-one” computers offered many excellent benefits, too. The “All-in-one” concept is what made the brand revolution, and the story of this brand promise that changed our lives is called the “All-in-One Computer” by Bill Gates.

Even though “All-in-One” let you sell every device with the same brand promise, it often consumed many resources since all the customer’s systems needed to work with their “All-in-One” computers. So what’s happened since then? Well, things got a little more complicated! Well, we did quite a bit of research on that!

As we’ve moved into the post-2020 technology reality, we started noticing all kinds of new devices and products with different brand promises. First off, we’d started to see devices with customizable keyboards, photos of streetscapes, and digital music players. Other new technologies we see include 5G networks coming out, in the form of antennas and 5G chips, which are embedded into the antennas for 5G devices, as well as giant data robots that will let you explore your city without leaving home. But, again, all these things have brand promises.

4. How to write excellent copy for your website and social media accounts

Write Copy that resonates with your audience. Copy that doesn’t resonate with your audience won’t help you convert them into customers. First, figure out who you’re writing to. It might seem obvious that maybe your target demographic is moms looking for gluten-free milk or people who think Pinterest makes great birthday gifts, but not everything is about them.

I know what you’re thinking… isn’t this strategy focusing too much on the end-user/customer? — but hear me out. Before you start writing, understand exactly who you’re writing for. They are your dream audience.

Finally, before you even start to write Copy, you need to make sure your customers see your Copy right.
Don’t you worry, once again, this is not too hard. All you need to do is find out what language your audience can and can’t understand. For example, suppose you think about the most common language people use while surfing the web or using social media. In that case, you’ll notice pretty quickly that a lot of it is not easy to understand for the average person.

If you know nothing else, know that language choice is your top priority when you’re writing Copy for your business.
A few examples of undecipherable language can help to illustrate my point. Let’s look at some examples to see how difficult it can be to convey a message to non-native speakers:

  • When handwriting is unreadable
  • Or it fails to connect and explain what it really it

Now, aren’t you starting to get it? When you choose your words and tone of voice, you show who you are and what you’re about. You clarify what exactly your product or service does and who you are for. As a result, it will be much easier for consumers to connect what you do and their needs.

5. How to design a website that reflects your brand and product or service

When your customers visit your website, they’re not just there to learn about your business and what you offer. They’re there to learn about you and what you have to offer as a business owner. Therefore, when you’re designing your website, you must think about your brand’s aesthetic. If you’re not familiar with how companies build their brand’s aesthetic, try starting from the bottom of your website.

  • What elements do you include for your website’s aesthetic?
  • Are you including a logo in your header image? Is your navigation on a particular page laid out in a specific way?

When you consider these components of your website’s aesthetic, you’ll likely have encountered some common themes. Some common themes include:

  • The right colour palette
  • The overall layout and visual appearance
  • What typography you will use that is easy for the users to read
  • The layout of the website and the ease of use for the end-user
  • Types of content you will use

Conclusion

Be consistent with your brand. Your brand should appear on everything physical, including business cards, marketing, packaging, and products. In addition, ensure that your brand is consistent across all digital platforms. Use your brand style guide to ensure visual consistency, such as colour and logo usage, fonts, and photography.

The most effective instrument for marketing your brand is your website. Incorporate your voice, message, and personality into the content when designing your website. For maximum interaction, social media profile pages should be branded visually and with your selected voice.