How to develop a winning brand

A strong brand is one that resonates with audiences locally, nationally or globally, depending on who you want to reach. It positions your business firmly in the market and reflects your company’s unique offering and personality. Branding is fun and is one of the most important marketing tools as it helps you connect with your customers. Here are a few things you can do to develop a winning brand.

1. What you do

Before you start designing your brand, think about what customers get from your products and services and what makes you stand out from your competitors. And if you haven’t already, start creating your unique value proposition.

2. Who you want to be

Create your brand in a way that reflects the goals and vision for where you want to take the business. Think big but keep things real. Defining who you are and what you want to be will help you develop a brand that will take you into the future. Find out what your customers think of your company and if you'd like to change that.

3. Get your logo sorted

A logo visually reflects your brand. It is best designed professionally, or if you'd like to give it a go, try a user-friendly tool like Canva. Ensure your logo is clean, simple and pleasing to the eye. Your logo will be used in all your marketing material - your website, packaging and on advertising and PR campaigns.

4. Develop a tagline

A tagline is a catchy phrase that is associated with your brand logo and helps establish the essence of your brand. It sums up the value you offer your customers, or the tone your brand sets. You’ll want to create a powerful tagline with a little personality, one that's short and sweet. Just Do It, Finger Lickin’ Good or Tourism NZ’s 100% Middle Earth are all fine examples.

5. Be consistent and stay on brand

You're in a rush to deliver a piece of content or get your brand going, but ensure that everything you do forms part of a bigger picture. All customer-facing material must be consistent with your overarching brand strategy. Make sure that all communications are ‘on brand’, to help build brand affinity and recognition.