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Date February 3, 2021
Category Branding

The Best Tips For Brand Building

Want to build your own brand and get a first impression of what it actually takes to do so? As in so many areas, Corona has brought quite a bit of change to marketing. Authenticity, attitude, clear brand content and value propositions count more than ever. That’s why you should think carefully about how you conceptualize and present your brand. Here’s a good overview for building your brand in 2021.

What Is Brand Building?

Let’s start off easy. Brand building is the development and building of a brand. This not only means coming up with a name and a logo, but also creating a stable foundation. Values and emotional appeal are just as much a part of brand building as defining a target group.

Once you get started, you’re in for a process that never stops. After all, there are constant changes.For example, while many consumers used to want to buy cheap above all else, many now focus on sustainable and fairly produced goods. Brand owners should react to this and develop their brand further or adapt advertising spots and other content.

For many people, it is no longer just the product or service itself that counts since 2020, but also the positioning of the company on current issues such as the corona crisis and the handling of hygiene regulations. Questions such as “How does this employer deal with its employees during the crisis?” and “Is the company socially committed, does it act in a family-friendly way?” have also gained in importance for customers – and not just for employees – as a result of the Corona crisis.

What Are The Factors To Consider When Building A Brand?

Want to get started with your brand building? No problem – here we list the five factors that form the basis of brand building. These were already valid before 2021 and should also be applied to your brand building.


1. Benefit:

What is the effective benefit of the product for the customer? Why is it better than the competitor product? What functions does it have? In fact, surveys have shown that since the Corona crisis, quality and the company’s value proposition have taken precedence over price, and people are happy to pay a euro more if the philosophy and product or service are right.


2. Product:

Why does the customer buy the product? Does it feel good to the touch? Is it particularly chic, particularly inexpensive, manufactured to a high standard?


3. Use:

In what situation will the product be used? Is it a product for everyday use? For special occasions? For leisure time?


4. Emotional Advantage:

What needs does the product satisfy? In what way does it make the customer happier? Since the Corona crisis, people consume more consciously, want to promote their health or buy from companies that act responsibly. This contributes to the buyer’s satisfaction, as he supports values that seem meaningful to him.


5. Advertising:

What kind of advertising is suitable to appeal to customers? The Corona crisis has shifted marketing primarily to the Internet, since too few people notice large billboards or other outdoor advertising spaces during lockdown periods. In addition, people are becoming more accustomed to finding deals, shopping or booking appointments online, and will continue to do so, according to statista.

But not all internet is the same – and depending on your target audience, you’ll need to focus on different platforms and advertising options. Does your target audience watch Insta-stories or are they into tutorials? Do they prefer online newspaper articles or do they trust influencers?

These five factors can be used to derive initial findings, e.g. on tonality or appearance. If you now want to delve deeper, you should consider the following questions:

What Values Does Your Company Represent?

What makes your business stand out in particular? A company can, for example, be family-friendly, promise a feeling of freedom, stand up for equal rights or uphold traditions. The Corona crisis, for example, has brought the value of family back to the forefront for many people. A value that can make your company attractive to customers if it is also implemented authentically in your company. If the family-friendliness seems artificial, the effect can turn into the opposite.

What Quality Do You Promise?

Do you offer high quality and luxury goods? Do you make sure that your products are produced in organic quality, that they are fair trade? Do you only use green electricity for production? Or is it about average quality, but at super low prices? What qualifications do your employees or service providers have? You should be clear about this, because it should not only be reflected in your brand, but is also crucial for the definition of your target group.

Who Is The Target Group?

And that brings us to the next point. Who is your ideal customer? To find out, you should take the time to do some research, because your advertising is naturally aimed at your target group. So think about who could use your product. What sex or gender are they? How old are they? What level of education do they have? What lifestyle do they follow? What worldviews might be associated with them? And most importantly, are you location-specific or location-independent? You should align your company values with this.

How Do You Want The Presentation Of Your Brand To Affect The Customer?

You decide how your brand looks. Casual off the cuff or dignified and luxurious? Is your handcrafted designer furniture a perfect fit for the luxury homes of discerning and affluent customers? Or do you offer more practical furniture, for example for young parents, young parents who value durability and storage space more than a fashionable look? Do you want your brand to evoke a sense of arrival and being at home, does your product create a moment of pampering? Or do you prefer it to be bold and funky? Your message has to get across – and in the future, your brand will be responsible for that.

Design Guidelines For Your Content: The Style Guide

The research is done, the main points are defined? Off you go. Now it’s time for the brand bible, better known as the style guide. The style guide ensures that your brand always feels the same – even if the employees change. After all, a brand that presents itself differently all the time looks chaotic, inconsistent and untrustworthy. The style guide functions as a briefing for all future employees. The following things must be recorded there:


Brand History:

Behind every brand is a person with drive and a vision. Who are you? How did your brand come into being? What do you want to achieve? What values do you want to convey? For people who don’t meet you in person, this is a good way to better understand the brand and develop a feeling for it and the appropriate content.



Besides product and founder, the logo is a key element of any brand. Who could ever forget the cream with the deep blue tin and white lettering? Or the lettering of our favorite search engine? You show in this part not only the graphic itself, but also give size and proportions.



Colors trigger emotions and are therefore an important factor in your logo or lettering that you want to place. You should also keep an eye on the target group. For seniors, for example, you should take into account any vision problems.



If you want to appeal to schoolchildren who are just learning to read, block letters are more appropriate than squiggly fonts. In the Brand Bible, you specify the exact fonts and alignment.



The brand story and target audience will often determine which images best represent your brand. It’s important for your staff to know what imagery to use in the context of the brand. Should it be photos at all? Or do you prefer splashy graphics? A few examples should therefore be included in the style guide.



Whether you address your customers or call them, makes a huge difference. Depending on the age of the target group, some terms may not be familiar to them. For example, do you know how cringe people behave? Or who the babo is? What is band salad? And how does someone who is flowery feel? In the style guide, you can specify, for example, whether anglicisms may be used and enter words that should never be used in connection with your brand.

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