This is what really matters.

Over the past few weeks, we have been looking at branding as a whole, discussing what it is, what it entails, the different steps, ideas and pillars that we consider when creating brands.

We know that a brand is a unit of culture, a product, a person a business, whatever, that we can distinguish from another. We know that a brand is also the impressions and ideas that people have concerning that thing.

We know that branding – the art of creating a brand, is always happening. People always have an impression of you. It is a matter of how intentional you are about shaping that experience and feeling.

We also know about all the beautiful things that building a brand can do for your business. You can price higher, create closer and loyal relationships with your customers, that it helps you be top of mind when opportunities arise. We know all that good stuff.

And we still have a lot more ideas, frameworks to discuss, but this post is for the person that says hey, I hear it all, I love it all. What can I do to start building my brand now. How can I start to turn my business, my hustle into a brand?

If I had to strip all the theories and frameworks down to their simplest basic essence, I would say you should start by focusing on these main core things.

1. Get clear on who you are and what you do

This is the core of every brand, you can’t start anything without it. Be able to define and share what your business or proposition is. What do you offer? Who do you help? How do you help them? How do you do it? and most importantly, Why do you do it.

The answers to these questions contain your brand essence. You have to be able to define what you do as succinctly as possible and communicate it in a way that makes your audience want to know more.

2. Understand your target market

Your target market are the people who are in need of, eager to and able to purchase your product and engage with your service. They are the ones you look for and the ones you serve. And when you have found them, you have to really study them and get to know them very well. Understand what makes them tick. What makes them buy? What fears they have? What stresses them, what they are trying to accomplish. Know them well enough to serve them as best as you can.

The better you understand your audience, the better you can communicate with them and do business with them

3. Know the competition, and what makes you different

No brand exists in a vacuum. There are many other people, companies, products and solutions that your customer could go to to serve their needs. Why should they choose you? If you are turning your business into a brand, then you need to also know what other options are out there, understand your unique value and position yourself in a way that gives a clear reason why you should be chosen. If you have done your work around understanding your audience, then you will be well positioned to meet unmet needs or connect with them in a more compelling way.

4. Be consistent in messaging, appearance and frequency

A huge part of being a brand is being recognisable. You only get there by consistently applying the same motifs and visual language. Have a strong logo and identity. Own a set of colours, own a font. Use them consistently to create a look and feel that over time will be easily recognised as being yours. The consistency in what you use, how you use them and how often you show up will build your brand recognition and recall-ability.

5. Be obsessive about your customer experience

Your brand is a promise. Make sure your business, product, or service keeps it, and even exceeds it. Your brand has to deliver on what it said it would. Every time you are able to, you add to your brand equity, making people trust and recommend you more. Every time you miss that, you take away from that equity and start to jeopardise your relationships.

And when mess ups do happen, take responsibility and make things right. To build a brand successfully, the proof must be in the pudding. You have to actually deliver.

6. Put yourself out there

Don’t be the best kept secret. Put yourself out there, let people know who you are and what you do. Brands are built by people being exposed to your brand often, by reinforcement by being a part of the conversation. Be active on social media, talk consistently with your customers, put yourself out there.

If you consistently execute these six pillars, you will be well on your way to building your brand.

Happy brand building!