Lesson 4: How do I build my brand?

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So, you know what a brand is and why it’s important, but how do you build your brand? Also, not all brands are successful at differentiating themselves and gaining loyalty. So, more importantly, how do you build an effective brand for Write the name of your business or non-profit here? There are four key things you need to do to build a successful brand:  

1. Establish your Why

Too often, businesses will focus on what they sell or what service they provide in order to differentiate their brand. According to Simon Sinek, to build a successful brand, you need to start with your “Why” and then move outward to your “How” and your “What.” Your Why is your value proposition or mission statement. It is the reason why you do what you do and it’s what makes you unique.

For example, our Why at GoDaddy is that we exist to empower entrepreneurs everywhere, making opportunity more inclusive for all. Watch the video below to learn more about what it means to know your Why.

2. Obsess about your customers

Your customers’ needs are #1. Your brand identity isn’t based on what you like (although we know you have great taste). Your brand is based on your customers and what they like. So, you need to consistently obsess about knowing your customers and how you can best meet their needs.

3. Develop messaging that resonates

You’ve got a compelling story to tell. Create clear messaging that communicates your brand. It should capture your Why and resonate with your audience. In particular, communicating excellent, branded messaging through your company website is key to building your brand. (We’ll go into the details of how to do this in the following courses).

PRO-TIP

Don’t be afraid to roll up your sleeves and do some research about who your customers are and what resonates with them. This can be as simple as reading customer reviews on review sites or reaching out directly on social media. Find out the answers to questions like:

  • Who are your customers?
  • Where do they live?
  • What do they like, want, or value?
  • Why do they like your product?

4. Be consistent time and time again

You want to create a look and feel that represents your brand and then repeat this look and feel everywhere. Your photos, websites, logo, and product should all have the same design style. This will help you be instantly recognizable visually (like the Nike swoosh), and the consistency will continue to build trust and loyalty in your customer.

So, to build a successful brand, you need to know your Why, understand your customers, create clear messaging that resonates with those customers, and communicate your brand consistently. If you do these four things, your brand will shine.  

These four factors are all important, but it can be intimidating to figure out how to get started building your brand. Don’t worry, we’ve got your back. We’ll guide you through the process of how to evaluate and build your brand in the next lesson.