Brand Building 101: How to Build a Brand - featuring tips from The 22 Immutable Laws of Branding, Apple and Nike

In today’s fast-paced and competitive business world, building a strong brand has become more important than ever.

A brand is more than just a name, logo, or tagline; it is the emotional connection that a company has with its customers. It represents the company’s values, beliefs, and personality.

In this blog post, we will explore how to build a brand that resonates with your target audience and sets you apart from your competitors.

The 22 Immutable Laws of Branding

To start, let’s look at Al and Laura Ries and their book, “The 22 Immutable Laws of Branding.”

Book Cover: The 22 Immutable Laws of Branding - by Al and Laura Ries

The Rieses are world-renowned branding experts who have worked with some of the most successful brands in the world. Their book outlines the essential laws of branding and provides insights into how to build a brand.

One of the most critical laws of branding according to the Rieses is the Law of the Category. This law states that brands should focus on becoming the first in a new category rather than trying to compete in an existing category. For example, Apple became the first in the category of personal computers, and Nike became the first in the category of performance athletic shoes.

Another essential law of branding is the Law of Focus. This law states that a brand should focus on a single attribute that sets it apart from its competitors. For example, Volvo focuses on safety, while BMW focuses on performance. By focusing on a single attribute, brands can create a clear and memorable identity that resonates with their target audience.

The Rieses also emphasize the importance of consistency in branding. A brand’s visual identity, messaging, and tone of voice should be consistent across all platforms. By maintaining consistency, brands can build trust and credibility with their target audience.

Steve Jobs and Apple

An excellent example of successful branding is Apple.

Steve Jobs understood the importance of branding and built a brand that became synonymous with innovation and quality. Jobs famously said,

“Innovation distinguishes between a leader and a follower.”

Apple’s visual identity is simple and instantly recognizable. The company’s logo is a bitten apple, and its products have a minimalist design that emphasizes function over form. Apple’s messaging is focused on innovation, creativity, and simplicity, and the company has consistently delivered products that live up to this messaging.

Phil Knight and Nike

Phil Knight, the co-founder of Nike, is another great example of successful branding.

Nike’s brand identity is built around the idea of athleticism and performance. The company’s logo, the swoosh, is simple and memorable, and its messaging is focused on inspiring athletes to reach their full potential.

One of the key elements of Nike’s branding strategy is its use of celebrity endorsements. Nike has worked with some of the most famous athletes in the world, such as Michael Jordan and LeBron James, to promote its products. By associating itself with top athletes, Nike has built a brand that represents excellence and achievement.

How to Build a Brand

So, how to build a brand that resonates with your target audience and sets you apart from your competitors?

Here are some tips:

Define your target audience:

To build a successful brand, you need to understand your target audience. Who are you trying to reach, and what are their needs and wants? By understanding your target audience, you can tailor your messaging to resonate with them.

Develop a clear brand identity:

Your brand identity should reflect your company’s values, beliefs, and personality. Your visual identity, messaging, and tone of voice should be consistent across all platforms. By creating a clear and memorable identity, you can build trust and credibility with your target audience.

Focus on a single attribute:

To set yourself apart from your competitors, you need to focus on a single attribute that sets you apart. This attribute should be something that your target audience values and that your competitors are not offering. By focusing on a single attribute, you can create a clear and memorable identity that resonates with your target audience.

Be consistent:

Consistency is key in branding. Your visual identity, messaging, and tone of voice should be consistent across all platforms. By maintaining consistency, you can build trust and credibility with your target audience. Embrace innovation: Innovation is what sets successful brands apart from their competitors. Don’t be afraid to try new things and take risks. Be willing to push boundaries and challenge the status quo.

Use storytelling:

Storytelling is a powerful tool in branding. By telling a compelling story about your brand, you can create an emotional connection with your target audience. Your story should be authentic, engaging, and memorable.

Utilize social media:

Social media is a powerful tool for building a brand. It allows you to connect with your target audience on a personal level and build relationships. Be active on social media platforms that your target audience uses, and create content that is relevant and engaging.

Conclusion

Building a strong brand is essential for success in today’s business world. A successful brand represents the values, beliefs, and personality of a company and resonates with its target audience.

When wondering how to build a brand, you need to define your target audience, develop a clear brand identity, focus on a single attribute, be consistent, embrace innovation, use storytelling, and utilize social media.

By following these tips, you can create a brand that sets you apart from your competitors and resonates with your target audience.

References:

• Ries, Al and Laura, “The 22 Immutable Laws of Branding,” HarperBusiness, 2002.
• Isaacson, Walter, “Steve Jobs,” Simon & Schuster, 2011.
• Knight, Phil, “Shoe Dog: A Memoir by the Creator of Nike,” Scribner, 2016.
• “How to Build a Brand: 14 Steps (with Pictures),” wikiHow, https://www.wikihow.com/Build-a-Brand.
• How to Build a Strong Brand in 7 Steps - Six-Degrees: https://www.six-degrees.com/how-to-build-a-strong-brand-in-7-steps
• 7 Principles To Building A Strong Brand - Forbes: https://www.forbes.com/sites/jiawertz/2017/06/02/7-principles-to-building-a-strong-brand