What is a brand?
To put it simple, your brand is defined by how a customer overall perceives your business. A successful brand is believed to be consistent in communication and experience. Brand building doesn’t happen overnight or even it’s not a few months game. Building a brand is a process and a quite delicate one. But an ongoing effort will result in long-term relationships with your customers. This can also lead to a steady increase more projects, in sales, advocacy and word-of-mouth referrals for your products or services.
What is brand building?
Brand building in terms of definition is to generate awareness about your business. Brand Building is done by using marketing strategies, campaigns with the aim of creating a uniquely lasting image in the marketplace. The amplification of your brand image can be done through various digital marketing activities in 2019 like User Experience, SEO and Content Marketing, Social Media Marketing, Email Marketing and Paid Advertising. These channels are fundamental together to gaining brand awareness and growth.
How to Build a Brand
Determine your brand’s target audience.
Keep in mind who exactly you are trying to reach when you are in process of brand building. You will have to tailor your mission and message as per their exact needs. The key here is to get specific. Figure out some detailed key behaviors and lifestyle of your consumers like Age, Gender, Location, Income, and Education Level. To get even deeper for your persona, get into these details like Motivations, Goals, Pain points, Influencers and Brand affinities etc.
Establish a brand mission statement.
Have you thought about your brand mission? In essence, you’ll have to craft a clear expression of what your company is most passionate about. This is your why; the reason you get up every day.
Before building a brand that your target audience trusts, know what value your business is there to provide. The mission statement basically defines a purpose for existing. It will inform every other aspect of your brand building strategies. Everything from your logo to your tagline, voice, message, and personality should reflect that mission. When people ask you what you do: answer them with your brand mission statement.
Research brands within your industry.
Never ever imitate exactly what the other big brands are doing in your industry. But key is to stay updated on what they do well or where and how they fail, when they do. The aim here is to differentiate yourself from the competition and convincing a customer on purchasing from you over them. It is easy for consumers to recognize and remember brand name when it is acting effective. Competitor research is one key element of your brand development. Pick a few competitors, preferably two to four is a good number to start your comparison chart with. You might also want to take a look at some other local businesses or even make a goal to benchmark against brands.

Outline the key qualities and benefits of your brand.
There are going to be brands that have bigger budgets and more resources to rule their industry. Your services, products and benefits solely belong to you. Starting a brand which is memorable requires you to dig deeper and figure out what you have to offer, which is being offered by no one else. Put your focus on the benefits and qualities that make your company’s branding unique. You know exactly who your target audience is so give them a reasons to choose your brand over the other brands.
Brand logo and tagline.
The most exciting and the most important piece of the whole brand building process is to form a brand logo and tagline that will represent your company. This logo would appear on everything that has to do with your business. It is to be your identity and the visual recognition of your word.
So get ready to invest the time and resources by creating something out of the world to claim the visual identity for your business. Best thing here is to hire a professional designer with logo design experience that will help make your brand stand out in the world.
Building a brand message as elevator pitch.
Tell customers who you are when building a brand. Use business voice you have chosen for your brand. Your message should be associated with your brand and better be conveyed in one or two sentences only for more impact. This part of the developing your brand process goes beyond your logo and tagline and would end up defining the key aspects of: Who you are, what you offer, and why people should care. A brand message is an opportunity to communicate and making a direct emotional connection on a human level with your consumers. So you better make it simple and clear.
https://www.ppcexpo.com/blog/key-metrics-to-measure-brand-awareness-in-ppc-advertising