How to Create a Brand That Sets Your Business Apart

As a business owner, we understand that building a brand is challenging, especially when you want to differentiate yourself from the competition. Your brand is more than just a logo—it’s your business’s identity. Building a brand is crucial to creating a standout business that keeps customers coming back.

This guide will teach you how to build a brand from scratch and create a visual brand identity for your business. Building a brand is a big leap, but we've broken it down into a few basic steps:

Set the foundation
- In this guide, you’ll learn how to create a mission statement—the “why” behind your brand, and the core values of your business. This helps your target audience connect with you and get behind your brand. Find out who your audience is, what they value, and what they would love to see from a brand. Understanding your audience will help you make the right decisions about your brand identity.
Develop your visual identity
- Understand the critical components of your brand’s identity and use them to create your:
  - Logo
  - Color palette
  - Typography
  - Photography
Develop your visual identity
- The tone and voice are the personality and characteristics of your brand. Defining this ensures consistency across every customer touchpoint—including social media, websites, emails, and other communications. Make sure you research what personality your target audience is interested in and embody it. Once you develop a brand personality, you can begin building brand guidelines. This will help you decide how your brand is communicated and represented to your customers.
Create a brand style guide
- Your style guide is the groundwork for your brand guidelines. It spells out how your brand will show up on every channel and covers acceptable uses of the brand logo, typography, tone and voice, and overall aesthetic of your business.
Evolve your visual identity
- Implementing your brand’s visual identity doesn’t stop once it’s established— you must continue developing over time. Branding is a process, and you may need to pivot based on the needs of your target audience.