This episode featured Kathleen Hayn of Slice Communications and Nikki Barron of Mastin Labs The chemistry throughout this conversation was electric. We talk about the pros and the cons of social media. The magic behind social media, knowing your audience, creating an authentic voice and so much more. No, but seriously, How To Build A Brand?

This interview was conducted by Sekinah Brodie the director of partnerships here at Penji. 

Aside from listening to the interview, I’ll also be giving you the tips to successfully build a brand!


Before you begin making decisions regarding your brand, you must first gain a thorough understanding of the existing market, including who your potential clients and competitors are.

This can be accomplished in a variety of ways:

  • Examine the direct and indirect competitors that come up when you Google your product or service category.
  • Examine subreddits about your clients and listen in on their discussions and product recommendations.
  • Talk to people in your target market and find out which brands they use in your industry.
  • Examine the social media profiles or sites that your target audience follows and responds to.
  • Go shopping, either online or in-person, to get a sense of how your customers would look for and purchase things.

Discover the purpose

Every successful brand has a strong reason for being.

You should, too.

It’s what you love to do for other people (and the globe) through your product or service every day when you get up.

When identifying a brand’s purpose, you should ask yourself four questions:

  • Why are you here?
  • What makes you unique?
  • What kind of issue do you deal with?
  • Why should anyone be concerned?

These concepts will inform the core of your branding, which will include a tagline, slogans, value propositions, voice, message, and tales, among other things.

Pick your focus

You can’t be everything to everyone at first, especially if you’re just starting out.

It’s critical to identify your focus and allow it to guide all other aspects of your brand as you develop it.

Here are some questions and branding exercises to help you consider your brand’s emphasis and tone.

What does your positioning statement say about you?

One or two lines that stake your claim in the market constitute a positioning statement. This isn’t anything you should put on your website or business card; it’s only to help you answer the proper questions about your brand and to help you come up with a tagline.

Outline the primary features and benefits that your brand has to offer

Brands with larger expenditures and resources will always have an advantage in their business.

You are the exclusive owner of your products, services, and perks.

Starting a memorable brand requires digging deep to discover what you offer that no one else does.

Concentrate on the characteristics and benefits that distinguish your company’s branding.

Give them a reason to choose your brand over another, assuming you know exactly who your target audience is.

It’s vital to remember that this isn’t just a list of benefits your product or service provides to the customer or client. Consider how you can provide value to your customers’ lives (outcomes or results that are experienced).

Create the visual elements of your brand

Now it’s time to build your brand’s visual representation. How will people recognize your business?

Things like your logo, color palette, and font come to mind. These are the foundations for creating a brand.

Consider the golden arches of McDonald’s or the siren of Starbucks. When you see such logos, you know exactly what they stand for. The font of your company name within the logo, for example, says a lot about your brand identity.

Choose a name for your business

What’s in a name, anyway? You can argue that your name means very little or very much depending on the type of business you want to create.

A brand is much more than a name, as we’ve already stated. Your brand’s personality, behaviors, and reputation are what give the name meaning in the marketplace.

However, as a small business owner, deciding on a name for your firm is likely one of the first important decisions you’ll have to make. If you decide to take that path, it will have an influence on your logo, domain, marketing, and trademark registration (it’s more difficult to register generic brand names that literally reflect what you sell).

You want a store name that is difficult to imitate and much more difficult to confuse with existing competitors. If you plan to expand your product lines in the future, rather than choosing a brand name focused on your product category, keep your business name broad so that it’s easier to pivot.

Maintain your brand’s integrity.

Consistency is essential unless you decide to transform your brand into something more effective based on measurable consumer response.

Whenever you need to make a decision on your brand’s identity or marketing, go back to your Brand Strategy.

Once you’ve established a brand voice, make sure to employ it in all of your material. All of the brand standards you design should be documented and distributed internally for reference.

What good is brand building if it isn’t done consistently? Don’t modify your branding all the time. Customers will be confused by the inconsistency, which will make long-term brand growth more difficult.

Promote Your Brand

It’s time to start promoting your brand once it’s been established.

Individual marketing campaigns will differ from one company to the next. It all depends on the kind of brand you’re trying to build. A local dry cleaner’s marketing plan will differ from that of a national eCommerce company.

It’s critical that each promotional method replicates your branding strategy, regardless of how you’re doing promotions (social media ads, PPC campaigns, email marketing, radio ads, guerrilla marketing, etc.).

Final Thoughts

Without branding, your company will become simply another faceless and nameless corporation. People will be unable to distinguish you from the crowd, and survival will be difficult.

And, that’s how you build a brand! Branding can help you raise your prices, build trust with customers, and keep customers coming back for more. Because your brand is your reputation, you must take the necessary efforts to create one from the ground up.