Building your business’s brand takes work. Branding isn’t just a name, it is a business philosophy that drives your organization’s culture and business strategy.

Branding is a crucial step that you shouldn’t go without. A company without a brand name will eventually cease to exist.

Branding a company doesn’t require heaps of money. This guide will show you how branding works and how you can brand your business.

A brand has two distinct components:

  • Foundation
  • Visual identity


It refers to the foundation that is a building block of your company. It includes all of the following:

  • Mission statement
  • Core values
  • Personality

Visual identity

It refers to visual assets that help you make your brand prominent and noticeable. It includes:

  • Logo
  • Font
  • Color theme
  • Formatting and editorial style

Now that you know the basics of branding a company, let’s explore how you can actually brand your company in reality.

1. Understand your target audience

Having a clear understanding of your target audience makes it easier to create a brand that appeals to their needs. At the end of the day, your business and brand is all about your target audience, right?

For instance, if your target audience spends five or more hours a day on Twitter, you need to incorporate Twitter into your branding so your audience can relate to your company.

When it comes to understanding target audience, the best way to do it is to use buyer personas. Statistics show that 82% of companies with exceptional value proposition use buyer personas.

A buyer persona is a semi-fictional character that represents your ideal customer.

A buyer persona tells you what an ideal customer looks like, what are their needs, what are the challenges they are facing, what’s their salary, etc.

All this information helps you create a brand that your target audience will love to engage with.

2. Develop a unique personality and voice

You don’t want your company to get lost among thousands of other similar companies out there. Imagine if Coca-Cola and Pepsi didn’t use branding, it would be a really hard for a potential customer to differentiate between the two beverages.

Buyer personas help you create the basic layout of your brand. The next step is creating a unique brand personality with its own voice. Personality makes your target audience aware of your brand. Voice refers to tone that you use in marketing messages.

The way you present your brand to your audience and the voice used will make your brand noticeable and will help people relate to it. Most importantly, these two characteristics make your brand unique.

3. Be consistent

A personality and voice will soon lose their power if you don’t stick to them. Consistency is a major element that makes your brand stand out from the crowd.

Every marketing message, every blog post, new product, press release, ad, and everything you do should relate to your brand’s personality and its voice.

For instance, if orange is your brand’s primary color. Make sure you use it on your website, Facebook cover photo, TV commercial, packaging, and everywhere else. Because if you don’t, your audience stops relating these visual cues with your brand. And you don’t want this to happen, right?

In today’s world, branding is more important than ever. But a good brand won’t manifest overnight- it’s a result of a meticulous planning, development and growth, which is why many start-ups and small businesses neglect it without realising the impact it has.

Good branding not only increases the value of a company, but it provides employees with direction and motivation, and makes acquiring new customers easier.

I hope this branding guide will help you better understand branding and how to get started with it.