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Bad branding is a disaster for any business. Good branding is OK, but it will only take you so far. Great branding? That sets up your business for ongoing and enduring success – whatever your competition. Here’s how to do it.
The answer is more complex than most people expect (hint: no, it’s
not just a pretty logo).
Over the last three decades, we’ve worked on hundreds of branding
projects. Each has their own nuances and complexities, but our experience has
shown that – broadly speaking – there are three crucial elements that go into any
Think of building a brand as a similar task to building a house. Your
brand identity is equivalent to the foundations. It is the absolutely critical
part of your business’s marketing activity. Without a brand identity, you have
nothing to stand on.
It’s essential you take time to understand how brand identity is more
than simply a logo. Done well, your brand identity is one of your company’s
most valuable assets. It includes everything from your logo, fonts, colours,
tone of voice, imagery styles and even your company values.
Your brand identity helps people to develop certain thoughts, feelings
or responses whenever they see or hear about your company.
A strong brand identity will enable you to answer both of these
“Monitor understood us and what we do from Day One. We wanted to communicate what kind of business ICB is and Monitor has done us proud.”
Having laid your brand’s foundations with a well thought through brand
identity, you’re now able to start building the walls and the rest of the
Every time your brand is seen – whether by consumers, prospects or your
day-to-day business partners – you must reinforce your brand identity. That
means consistency is essential.
Think again of our house analogy. Every moment your brand interacts with
someone is another brick in the wall of your house. Do you want consistency in
the shape, size and colour of your house’s bricks? Or would a house made from
an assortment of different sizes, shapes and colour be a better bet? We know
which one we’d invest in for you!
Have a look at the landscape in which you operate. Are your competitors
doing better than you? If so, try to think about how their brand is helping
them do that. Do they have a consistency that you haven’t yet reached?
Consistency builds trust and trust, in turn, helps to increase your
brand’s value. With that trust in place, you’ll attract more customers and
retain them for longer. Perhaps that’s why 77% of B2B marketing leaders say
branding is critical to growth (Circle Research, B2B Marketing Leaders Report).
Finally, it’s time to hammer home your brand originality with strategic
and well-executed positioning and repetition.
This is equivalent to the roof on your house as the finishing touch. With repetition and positioning, you create a safe environment in which you know your business has maximised its chance of success.
“Monitor clearly understood the brief and worked hard to develop something that was in keeping with our ethos and values while adding a touch of ‘magic’.”
Brand Marketing Manager,
Ready to speak to a team that can help you understand branding on a
deeper level and give you the tools to stand out against your competitors?
Book a free 30-minute discovery meeting (virtual or face-to-face) with our team in Manchester to talk through
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