7 Building Blocks of a Successful Brand

Have you ever noticed how some brands seem to stand out in all the right ways? You know the ones I’m talking about — the iconic logos, the distinctive voices, the memorable taglines. It may seem effortless but, as we’ve already discovered in this blog series, successful brands are the result of careful planning and strategy.

Previously, we discussed why branding matters and the importance of creating a brand that resonates with your audience. Now, it's time to dive deeper and explore the seven brand building blocks every business — including yours — should focus on to create a lasting brand.

Ready to learn more? Let's go!

7 building blocks of a successful brand

Audience

‍Your audience is the foundation of your brand's success. Without an audience, you have no brand. So it's crucial to figure out who your audience is and what they care about. Research their demographics, behaviors, motivations, and decision-making processes. Get to know their needs and preferences. Then use this knowledge to create a brand that speaks to your audience and addresses their specific pain points.

Consider Glossier, a cosmetics brand that targets young adults who value simplicity and natural beauty. They’ve built a brand that speaks directly to this audience through minimalist packaging, social media presence, and relatable brand messaging.

Promise

‍Your brand promise is the unique value proposition you offer your customers. It sets you apart from the competition and it's why customers should want to choose your business over any others. Your brand promise needs to be specific, believable, and meaningful. Think of Dollar Shave Club — they promise high-quality razors at an affordable price delivered straight to your door. Or Volvo who promises to provide safe, reliable, and high-quality vehicles built to last and protect drivers and passengers for life.

Values

‍Your brand values reflect the beliefs, attitudes, and behaviors you want associated with your business. They guide your company decisions and help maintain a consistent image. With a clear set of values, you can attract customers who are looking for products and services that align with their beliefs.

Patagonia is a great example of a value-driven company. They’re committed to environmental sustainability and ethical manufacturing. One of the many ways they showcase their values is via their "Worn Wear" program, which promotes repairing and recycling clothing instead of constantly buying new products.

Voice

‍Your brand voice refers to the tone, style, and personality of your brand messaging. It should be consistent across all channels and reflect your brand personality. If your brand values innovation and forward-thinking, your voice might be confident — "We're changing the game and leading the way” — or even a bit daring — "Boldly pushing boundaries and challenging the status quo." Or if your brand is focused on traditional values and high quality, your voice might be more authoritative — "Trusted for generations for our expertise and excellence” — and refined — "Elevate your lifestyle with our timeless and elegant designs." Whatever your brand personality, your voice should always feel authentic, relatable, and engaging to your target audience.

In 2017, Wendy's established a witty and sassy brand voice on social media that has since made them refreshingly distinct from other fast food restaurants. The self-proclaimed “First Lady of Fast Food” has a slightly snarky voice that regularly combines humor with pop culture references to engage customers and make the brand stand out.

Identity

‍Your brand identity encompasses the look and feel of your brand including your logo, brand colors, and website, among other things. Your brand identity should stand out, be on-trend, and align with customer expectations. It should also be unique enough to be easily identified in a crowd of competitors.

Target is known for its colorful and playful brand identity. The distinctive logo, canine mascot (aka Bullseye, the English Bull Terrier that has graced countless Target ads and in-store signage since 1999), and trendy collaborations set the company apart from its competitors and make the brand instantly recognizable.

Differentiation

‍Brand differentiation is what makes your brand stand out from your competitors. It encompasses your unique selling proposition and what you have to offer that can’t be found anywhere else. Differentiation shouldn’t be based solely on price. Instead, it should focus on a feature or value that your competitors — and customers — cannot easily imitate or replicate.

Warby Parker offers stylish and affordable glasses via a direct-to-consumer model and home try-on program. This unique feature provides customers with an easy and convenient way to find the perfect frames, setting them apart from traditional eyewear retailers.

Experience

‍Your brand experience is the way customers connect or interact with your products, services, team, and various touch points along the way. From the moment a customer engages with a salesperson to the first time they use your product, their brand experience should be consistent and above-and-beyond to create long-term connections.

Did you hear about the time a fellow returned two snow tires to Nordstrom and got a full refund, no questions asked? True or not, this story has been making the rounds for years and is proof positive Nordstrom has a long-standing reputation for exceptional customer service. Along with their outstanding return and refund policies, Nordstrom also offers a range of in-store services, such as personal styling and alterations, to create a memorable and enjoyable shopping experience.

Building a successful and enduring brand requires effort, but it's definitely attainable. By focusing on the seven brand building blocks we've covered, you can create a brand that connects with customers, sets you apart from competitors, and fosters a loyal following. To achieve this, it's crucial to understand your audience, define your brand promise, values, voice, identity, differentiation, and experience. With this foundation in place, you can establish a lasting and thriving brand.

Stay tuned for the next post in this series, where we'll explore brand personalities and how they can help you establish a unique and recognizable identity for your brand.

And if you need help with your branding efforts, our team of experts at Sheer Havoc are here to help you achieve your branding goals. Contact us today!

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