So, you’ve got the idea, and it’s in production, now it’s time to build the brand. Creating a successful brand isn’t just about having a logo or a catchy slogan….nope!…it’s about establishing a strong foundation for yourself and a story or feeling that your audience will relate to. A well-built brand lasts beyond trends and builds trust and loyalty.
At MaloneCo, we’ve worked with hundreds of brands over the years, seeing scaling successes and brands that went dormant. From our experience and insight, this is our advice of how you can build a brand that lasts.
Start with Strategy
It may sound boring, yet your brand needs a solid strategy before diving into visuals and marketing tactics. This strategy is the heartbeat of your brand, the DNA that everything else draws from. Without it, you risk creating a brand that lacks direction and fails to connect with your audience.
A strong brand strategy includes several key components:
1. Audience Insight
As much as you may want it to be, your brand isn’t just about you, it’s about the people you serve and the value you bring to there life. Understanding your target audience’s needs, desires, and pain points is crucial. Start by asking yourself:
- Who is my ideal customer?
- What problems do they have in their life that my brand can solve?
- Where else do these people go to solve their problems?
- What value does my brand offer that outweighs the landscaspe?
- Where do they spend their time online and offline?
- What do they believe in?
Go down this rabbit hole for at least 50 questions. By the end, you should have a clear identity of who your avatar is.
2. Mission & Vision
Your mission defines your brand, while your vision outlines where you want it to go. A clear mission keeps your brand aligned with its core purpose, and a compelling vision keeps you motivated and on track for long-term success.
Some examples of Australians brads that may help get your thoughts going.
01 | AESOP
Mission Statement / Brand Ethos:
“We create products of the finest quality, using plant-based and laboratory-made ingredients with a proven record of safety and efficacy. Our intention is to offer intelligent and sustainable solutions that support a balanced life.”
02 | SPELL
Mission Statement / Brand Purpose:
“To inspire a lifestyle that’s aligned with our values—femininity, creativity, and connection—while being kind to the Earth and its people. We aim to lead the way in conscious fashion by treading lightly and embracing transparency.”
03 | KEEP CUP
Mission Statement / Brand Purpose:
“To encourage the world to reduce and reuse. We create beautifully designed, barista-standard reusable cups that inspire change in the way people think about convenience culture.”
3. Tone of Voice
This is something that many brands don’t understand until they start to struggle with their messaging and tone in marketing.
How do you want your brand to sound? Whether it’s professional, playful, authoritative, or friendly, your tone of voice should be consistent across all platforms. This helps create a recognisable brand personality that people can connect with.
4. ‘The Monster’ (What You’re Fighting Against)
Every strong brand has an villain, something it stands against. This creates friction, which creates the ‘story’. This could be an industry norm you want to disrupt, a problem you’re solving, or a belief you challenge. Identifying your brand’s ‘monster’ gives it a purpose beyond selling products or services. Take a trip back to the day you came up with your business idea….what were your fighting on that day to come up with your idea?
5. Your Why
Why does your brand exist? Beyond making money, what impact do you want to have? Your ‘why’ is often what draws people to your brand emotionally. Think of brands like Apple (which promotes innovation and challenging the status quo) or Patagonia (which champions environmental sustainability). If you don’t know ‘why’ you exist then it’ll be hard to inspire people to invest in your brand, product or service…everyone needs a ‘why’.
6. Your Difference
What makes you unique? Whether it’s your product, your approach, your values, or your customer service, defining your differentiator is key to standing out in a crowded market. Your ‘difference’ may not be something new to the world, but it’s different to other brands. Again, step back to the day you had your ideas, what ‘difference’ did you want to make or offer?
Get Professional Help
These are a few things to consider when doing a brand strategy, there are a few more to juggle, but it’s a great start for now and will get you thinking on a deeper level about your brand and business
If all of this sounds overwhelming, consider working with a branding expert. MaloneCo can help you craft a compelling strategy that aligns with your goals and audience.
Move Into Visuals
Once your strategy is in place, it’s time to translate it into visuals. Your brand’s visual identity is how people start to recognise and connect with your story.
It includes:
1. Logo
Your logo is one of the first things people associate with your brand yet it’s also the full stop at the end of the sentence. It should be simple, memorable, and reflective of your brand’s essence. After all, it’s going to be slapped on EVERYTHING right!
2. Colour Palette
Colours evoke emotions and can influence perception. Choose a colour palette that aligns with your brand’s personality and message. Do some research into colour therapy…always ensure the colours your select and the therapy behind them align with your brand strategy and audience.
3. Typography
Fonts play a big role in how your brand is perceived and ironically are seen more than your logo. Your fonts should work in balance with you logo yet still represent your brand when you logo is small and not noticed. A playful brand might use a rounded, informal font, while a luxury brand might opt for a sleek, elegant typeface.
4. Photography & Imagery
High-quality, consistent imagery helps tell your brand’s story. Whether it’s product photography, lifestyle shots, or custom illustrations, visuals should align with your brand’s style and tone. Be sure to select models, a photographer and styling that works for YOUR brand, avoid being caught up in trends as these may not fit into your bigger vision. Extra tip: be mindful of your studio lighting style, lighting on a set is one of the most powerful and undervalued components as this is the asset that creates mood.
5. Design Assets
Think business cards, website elements, social media templates, and packaging, these should all reflect your brand identity consistently. If you’ve completed your strategy and branding assets then these elements re a breeze to work through.
Bringing It All Together
With a strong strategy and a cohesive visual identity, your brand is ready to make an impact. However, branding doesn’t stop there. Every interaction people have with your business contributes to your brand’s reputation, so consistency is key. Focus on building a strong foundation, and you’ll set your brand up for long-term success.
