It only takes Apple $490.50 to make the iPhone 11 Pro Max.
Yet it has never been more expensive to own an iPhone.
Are we out of our **** minds?
Why are we buying a phone for more than double what it costs to make?
Well, before we tackle that question, let me ask you this: Is an iPhone just a cellphone?
The iPhone 11’s hefty price tag of $1099, $490 goes towards the device, $609 goes towards the title of an “Apple User.”
That is the value of their brand.
Powerful branding allows a single product to be chosen out of an ocean of competitors time and time again - even with a ridiculous price tag.
Who doesn’t want that? Seeing as you’re still reading, I’ll bet you do.
That’s why we built this guide - to help you create the foundation for a strong brand and have your customers choosing you again and again.
How to create a brand
We’re going to show you step by step, how to create a brand - or how to rebrand your existing one.
There is a lot to go over when trying to build a strong brand. So get comfortable, grab your coffee and when you’re ready, let’s begin.
The Who (Target Audience)
Seth Godin, the godfather of modern marketing once said:
“It doesn’t make any sense to make a key and then run around looking for a lock to open, it’s much easier to find a lock and then fashion a key for it.”
It’s much easier to create a product tailored to the people you wish to serve, than it is to make a product and find someone to sell it to.
The value of a brand is defined by how deep consumers resonate with your brand beyond the product/service it provides.
Before starting any branding efforts, you must be clear of who you’re trying to serve, how will you reach them and, why will they care about your product.
Make sure your buyer persona is well researched because this will directly affect all of your branding decisions in the future.
The Why (Mission Statement)
Why did you start this business to begin with? Answering this question will give your brand a purpose, a mission, and a voice.
Having a compelling mission statement gives your customers something to stand behind. Something they also feel strongly towards. So that when they buy your product, they’re also buying into what it stands for.
Be sure to consider your target audience when crafting your mission statement.
After you’ve decided on your mission statement, make sure you incorporate it into every fibre of your business (logo, tone of voice, personality, headlines, website).
The How (Understanding Your Unique Brand Values)
You’re rarely going to be the only business offering your product out there. Chances are, there will be someone who’s able to recreate it cheaper, better, faster than you.
But nobody can recreate your brand.
We’re not talking about your USP (Unique Selling Point). Think about beliefs, ethics, and qualities that are unique to your business.
We’re definitely not the only agency that does SEO, Social Media Marketing, Content Marketing etc.
But what sets us apart is that we value transparency, trust, and originality above all else. That is what our clients are buying in addition to our services.
Put Together a Style Guide
Once you’re confident you’ve completed the who, why, and how to the best of your ability, you’re ready to move on to my personal favorite part: the style guide.
A style guide is meant to keep consistency on how your brand is represented through your visual and written content.
Finding Your Brand Voice
In order to incorporate your brand into your written content, you have to find your brand voice.
Your brand voice must be able to captivate your target audience and speak to them in a way that they understand and feel understood.
Imagine you’re trying to convince your friends to watch this amazing movie.
To friends that enjoy action films, you would highlight the intensity of the fight scenes.
Whereas to friends that enjoy the drama genre, you might want to go into character development and how deep the plot is.
If you find yourself having trouble crafting a brand voice, you may want to refer back to “The Who” part of the guide.
Touching the Heart and Soul
A brand is an intangible asset. Although investing in branding may not have immediate effects on business results, it will ultimately be the deciding factor in whether your business will fall to the deadly... “filter by price”. If you’re able to touch the heart of the people you’re setting out to serve, in time, your customers might also be thinking to themselves:
“Are we out of our **** minds?”