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Marketing

How to Create a Unique, Memorable, and Successful Brand From Scratch. The Entrepreneurs Guide

The Ultimate Guide to Creating a Unique and Successful Brand for Any Startup or Established Company

I’ll walk you through each step in how to create and launch your brand across all areas of your business with a bang, from creating a strategy to choosing your target audience, designing a unique logo, tagline, and brand message


Apple, Microsoft, Nike, Adidas, Coco-Cola, and Pepsi. What do these names have in common? They’re great brands, everyone in the world who has ever tried these companies products knows what they do, represent, and the quality of their products. 

Whether you are a small, medium, or large business that is starting up or established, having a great recognisable brand is one of the most important things a business can create for getting customers. Here’s how you can create a unique, memorable, and successful brand from scratch, no matter how big your business is and what stage you are at.

  • First off, what is a brand?
  • Some key benefits and advantages of having a good brand
  • Using branding
  • 8 Steps to create a unique, memorable, and successful brand
    1. Define your brand purpose, mission, vision, values, and goals (covers A)
    2. Determine your target audience and market (covers A)
    3. Research competitors (covers A)
    4. Create a business name (covers A, B)
    5. Define personality, tagline or slogan, voice, and message (covers A, B, C)
    6. Choose a logo, colours, fonts (covers B)
    7. Launch and monitor your brand (covers A, B, C) 
    8. Improve and evolve your brand (covers A, C)

First off, what is a brand?

“You’re brand is what other people say about you when you’re not in the room” Jeff Bezos

That’s how the billionaire founder of Amazon, one of the biggest companies and most famous brands worldwide, has to say. Think of your brand as your business personality. It’s how people connect or react to, and think about your goods and business. This has to be consistent across all areas of your company, from your logo, tagline, products, services, packaging, store locations, website, content, customer service, employees etc. The more consistent and clear your brand message, the more customers will associate that message with your company.

Some key benefits and advantages of having a good brand

  • Sets a direction and vision for your company. All staff will make decisions that work towards achieving your brand mission. Nike’s “Just Do It” branding mission is “To bring inspiration and innovation to every athlete in the world“. They continue to do this in every product, advert, and store
  • Builds a good business reputation by helping you stand out from competitors for quality, price, fun, durability etc. and whatever else your brand stands for. Everyone everywhere knows that Microsoft office is the best personal software for creating documents
  • Connects with customers making them feel a certain way about your brand. This can build trust, loyalty, and persuade customers to pay whatever price you ask. Apple iPhones are known for their look, quality, and can make customers feel so special that having the latest iPhone has become a status symbol. Customers pay higher prices year-on-year for new iPhone releases 
  • Helps your business and products advertise itself. Customers will say “I like X company products, they’re fun, X, and good quality. I bought mine from X place“. This is a free word of mouth marketing. Just like how people talk about Adidas or Nike trainers

Using branding

Simply put, branding is the process of building a brand. This is not a one time process and how long it takes, varies depending on how big your business it and what stage it’s at. It usually begins at the stage before you startup and continues once your business is established. You should always be looking to improve or update your brand to reflect what your business stands for.

Branding covers 3 areas. The steps on how to create a brand address all these areas. 

A. Brand Strategy

Don’t overlook this area by going right to designing your identity and marketing. Brand Strategy sets the plan for how you will achieve your long-term branding goals so that your entire efforts remain consistent. It includes your brand purpose, goals, vision, mission, values, target audience, competitors, voice, message or story. 

B. Brand Identity

This is how your brand looks and sounds to your target audience. It covers logo, colours, fonts, packaging, website, content, and adverts over TV, radio, internet etc.

C. Brand Marketing  

Brand Marketing covers all the activities the company takes to raise customer awareness of its brand, products and services. Activities include advertising, different marketing types like email, social media or content marketing and SEO. It also includes creating the right user experience on your website, stores and apps. These activities should deliver your brand strategy by connecting with your target audience and making them think, feel, do or say what you want about your business.

Now let’s look at how you can create a unique, memorable and remarkable brand that helps your business succeed 

These steps will help you create your desired brand image and stand out from competitors:

  1. Define your brand purpose, mission, vision, values, and goals (covers A)
  2. Determine your target audience and market (covers A)
  3. Research competitors (covers A)
  4. Create a business name (covers A, B)
  5. Define personality, tagline or slogan, voice, and message (covers A, B, C)
  6. Choose a logo, colours, and fonts (covers B)
  7. Apply your brand across the entire business (covers A, B, C) 
  8. Monitor and improve your brand (covers A, B, C)

1. Define your brand purpose, mission, vision, values, and goals (covers A)

These aspects help frame your brand and act as a benchmark for all future decisions. You cannot overestimate its importance, especially your purpose. Customers don’t buy what you do, but why you do it because it emotionally connects with who they are or who they want to be. 

A powerful purpose and vision are essential for success. Along with values and goals, they help target the customers you want and weed away the customers you don’t want. 

Purpose or Mission: Why does the brand or business exist? A mission statement is usually one line and short saying what the company is, why it exists, what problem it’s trying to solve and why people should care. 

Vision: Where are we going? What future would we like the brand to create? This provides focus and a direction. To write a vision statement, think about what the brand or business would be like to be in the future if it were the best version of itself. 

Values: What principles or codes guide our behaviours? To write these out understand who you are as an entrepreneur and business, and your beliefs. 

Goals: What do we want the brand to achieve? Make these SMART (Specific, Measureable, Achievable, Realistic, and Time-Bound) such as “To get a 50% increase in website traffic”. 

2. Determine your target audience and market (covers A)

If your business is already established, then chances are your actual audience is somewhat different from your target audience. Maybe you wish to target a specific demographic like men in their 30s. Your brand has to be moulded to your target audience’s likeness, without compromising your current set of customers.

If you’re a startup or established, always determine your audience and make sure your brand is targeted towards them.

Key tips:

  • Be specific and know your audience exactly, their age, goals, challenges, motivators, needs etc.
  • Use online groups like on Facebook, Reddit, or Quora to understand what your customers are looking for and how they speak
  • Shop for similar products and services online and in-store to understand your customer’s buying behaviours and what marketing channels they use
  • Discover your lowest priority customers, the ones who you can sell to the easiest and are happy to pay whatever price
  • Discover your most challenging customers, the ones who are not so easily persuaded 

Our free Customer Profile resource will help you understand and separate customers — their age, income, education, behaviours, challenges etc.

Our free Audience Segmentation and Targeting resource will help you segment customers into groups and understand how they think, feel, say, and do.

3. Research competitors (covers A)

What makes your brand different and unique from competitors? Why should customers pay for your products and services instead of your competitors? What can you offer customers that your competition can’t?

The only way to answer these questions is by researching your competition. It’s crucial to separate your brand proposition from others so that you stand out, and customers are willing to pay for your goods instead.

Key tips

  • Understand who your top competitors are. Who has the best brand in the market, and why?
  • Google or Amazon your company, products, and services to see similar competitors products
  • Use social media, reviews, talk to customers, and check online groups on Reddit or Quora to understand why customers buy certain products and what they think about certain brands
  • List on paper, or a Word, Excel, PowerPoint document:
    1. Who your competitors are
    2. Their products and services quality and prices
    3. What customers say about their products
    4. Brand message on adverts across TV, radio, online, social media etc. Is this consistent?
    5. Visuals like pictures or logos, colours, fonts

Our free SWOT will help you determine your brand’s Strengths, Weaknesses, Opportunities, and Threats compared to competitors.

4. Create a business name (covers A, B)

Many entrepreneurs obsess and spend huge amounts of time coming up with a perfect name that represents their brand and business. The truth is, a name will only matter as much as the type of business or industry you’re within. Amazon, Nike, Microsoft, Coca-Cola etc. These names would mean nothing without all the other brand and business elements that made them successful such as reputation, quality, personality or actions.

Choosing a unique or less generic name makes it much easier to trademark, logo, and find an available website domain. There are many business name generators out there that can help you like Shopify, BNG, or Obelro. These also search for and tell you if there is an available website domain. 

Once you’ve chosen a name, it’s a good idea to run it past other people or a focus group of your intended customers to avoid any misrepresentations. You don’t want customers to think that the business name means something else, especially something rude or discriminatory. 

Consider creating a name using the following:

  • Something that already exists like a famous place, river, forest, town, or country like Amazon
  • Unique and abstract word like Google
  • Combines two or more words like Pinterest, Facebook, Applebees
  • Name or family surname like Aston Martin, Gucci
  • Rephrases a common word like Apple
  • Acronym breaking down the full business like HSBC (Hongkong and Shanghai Banking Corporation)
  • Literal description of the business like Burger King
  • Metaphor meaning something else like Samsung which means three starts
  • Different language of the same word in your language like Vida which means life in Spanish

5. Define personality, tagline or slogan, voice, and message (covers A, B)

Personality: These are the human characteristics associated with your brand. It impacts what you say and how you say it. The more this relates to your target audience, the more likely it’s unique so they’ll buy your products and believe in your brand. A good exercise would be to ask if your brand was a person what 3, 4, 5 or 6 words best describe it.

Why Your Brand Needs to Identify a Brand Character
Brand Archetype Wheel, source Adweek

Tagline or Slogan: These are short and concise describing your brand proposition and the value it offers. What’s the big idea of your brand or business? What do you want people to feel? A good slogan should connect with customers emotions. Don’t forget that you can always change this to suit different marketing activities as the business evolves. 

To create a tagline or slogan consider:

  • Using a metaphor like “Redbull gives you wings”
  • Embracing your target audience thinking like Addidas “Impossible is nothing”
  • Creating a rhyme like Heinz, “Beans means Heinz”
  • Literally describe your business or brand like LinkedIn “Connect with people”
  • Claiming your reputation or quality like Budweiser “The King of Beers”
  • Describing what happens once you try the product like Marmite “You’ll either love it or hate it”

Voice: This must be consistent with the brand personality as both will separate you from competitors and help you connect with customers. According to a Semrush survey, 65% of customers felt emotionally connected to a brand. That’s a vast majority and shows why brand voice is so important.

Think of this as part of your personality like a person’s voice when they speak, brand voice is how you communicate to customers and how they respond to you. How do you want your brand to sound to customers? Researching customers and competitors, how they speak, and what language or images they use to describe your brand, will help create a strong brand voice.

Message: Who are you? What makes you different? Why should customers care? What do you offer that’s different from competitors? These are just a few questions companies must think about and answer when deciding what key messages they want to tell customers about their brand.

Many companies mistakenly believe their messages are clear, but if you asked five customers or people in your team to describe your brand, they will likely all have different answers to what you had in mind and how you perceive your brand. 

Having a consistent and clear message across all marketing activities and channels mean people will more precisely understand what you have to offer. When brands are consistent, this increases revenues by 23%. Your messages don’t have to be the best, just the most consistent. 

6. Choose a logo, colours, and font (covers B)

Logo: This is often the first thing customers think about when it comes to your brand, and will be on everything from products, packaging, sales or marketing materials, website, presentations etc. When designing a logo, consider whether it will be readable on your chosen place, it might look great on the website but bad on leaflets and product packaging. 

Be willing to invest time and money in creating a good logo as its so important. If you’re on a cheap budget, you can hire designers from Fiverr, Freelancer, or PeoplePerHour to save costs instead of hiring a company. 

There are 7 different types of logo designs you can use for your website, see our infographic to decide which is be best for your brand.

Colour: Don’t overlook choosing the right colours for your logo, names, products and brand. Colours affect how we feel and think about brands. 

Choose colours that:

  • Define how you want customers to feel
  • Distinguish the look of your brand from competitors
  • Still look the same over white, black, or photo backgrounds on things like product packaging or websites

This infographic summaries the emotions behind different colours. Use it to choose the right ones for your brand.

Fonts: Consider what fonts you want to use for your logo, website and products. Again like with colours, there is psychology around how different fonts affect customers. For logos, it’s generally a rule of thumb to not use more than one font, and for websites, not more than two fonts as it might confuse consumers and envoke completely conflicting emotions. 

source Crazy Egg

7. Apply your brand across the entire business (covers A, B, C)

Brand visuals like logos, colours, fonts should be visible, and your personality, voice and messages clear and consistent across the entire business. 

When customers see, read, and hear about your business — is the brand clear and consistent in your:

  • Locations in stores, offices, employee uniforms
  • Goods, products and services
  • Digital platforms like your website, mobile apps, social media and online, TV, radio or podcast adverts
  • Tangible marketing collaterals like leaflets, posters, business cards, desk equipment

Advocate your brand by encouraging customers to review, share it online, and talk about it with friends and family. This is free advertising, and is the reason why brands like Coca-Cola or Apple are famous worldwide. Also, consider hiring employees and working with business partners who align with your brand mission, vision, values, and goals. This will help advocate your brand across all business areas. 

8. Monitor and improve your brand (covers A, B, C)

Remember that social media and readily available news has made it possible to put all brands under a microscope and publicise any hint of deception. That’s why creating a brand doesn’t stop with its launch. You must live your brand, monitor, and improve it as your customers grow and you learn more about them, competitors, and the market.

Always ask, how do I see my brand and business? Is this how customers see my brand? People are different so you can never control 100% of what people think about your brand, but you can gather feedback from customers, employees, competitors, friends or family. Use this to improve your brand and make sure it’s consistent with your mission, vision, values, goals, and how you see your brand. 

Amin Bilal is a business consultant, founder of CompanyHand.com, and content creator. He specialises in advising SMEs and large multinational corporations solve finance, operational, and technological problems.

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