We hope this image says it all. Brand building is NOT just branding. Or rebranding. Or building a brand from scratch. It’s building ON…
At FUEL, we always want to start with a foundation of solid brand strategy before adding the blocks essential to your brand’s growth and success. Blocks always fall into two categories: either branding/design (the look and appearance of your brand) or marketing (the behavior and promotion of your brand). They’re intertwined and interdependent, never optional. And if we see weakness in either, it’s important we strengthen those pieces first before moving on. (Because how can you successfully market a weak brand in the first place?)
Ready to see how we elevate your brand to ignite its profit potential?
Here’s where we start: The Brand Foundation™. It’s our five-stage, step-by-step guide – and foundation – to building, shaping, and igniting your brand’ s full potential over time. At each stage, we uncover insights (“Sparks”) and answers to some of your most burning brand questions so you and your team can get the courage and clarity you need to challenge, to connect, to stand out, and to succeed … No matter the noise you’re up against. Dive into each block of The Brand Foundation.™
Now come the blocks. With a strong foundation of brand strategy to build on, we start taking your brand to new heights with elevated branding and marketing tactics. The two are inextricably linked and responsible for the success of one another, so always consider the role of your brand building agency in elevating the two simultaneously. Cohesion is at the core of brand building, and exactly why brands built with this approach last.
Common questions addressed head-on.
Brand building is strategically investing in building – and elevating – your brand’s perception (over time), making it as strong and desirable as possible. The process = creating a strong foundation of brand strategy to guide and direct all other “building blocks” (branding and marketing deliverables) that culminate in a strong and enduring brand that’s emotional, memorable, and profitable.
Here are the ABCs of brand building, all essential for creating a strong, enduring brand.
A – Authenticity (Brand Strategy)
B – Brand Identity (Brand Design)
C – Customer Connection (Brand Marketing)
Together, these ABCs guide a brand toward a recognizable, trusted presence that can adapt and thrive over time.
It’s not! Brand building is a strategic approach and process to creating a strong, enduring brand, while branding is just one design deliverable of that process.
It’s not! Brand building is a strategic approach and process to creating a strong, enduring brand, while brand marketing is just one deliverable/tactic of that process.
Because brand building will make your brand – the face of your business – legitimate in the eyes of anyone who wants to do business with you. The benefits of brand building can be both wide and focused, but a few of the top benefits include:
In several ways. Brand building creates strong, differentiated brands that resonate with customers emotionally and challenge competitors strategically. Brand building will increase your competitive advantage by helping you stand out from the competition, shape your brand’s reputation and credibility, justify higher price points, increase employee acquisition and retention, and use your mission or positioning to clarify the path to business growth, all while driving it, too.
Brand building is meant for brands of all sizes, in all stages of growth; it’s the fuel for growth. Because it’s rooted in brand strategy, brand building gives every brand the chance to refocus on priorities, be clear in its messaging and strategies, remain relevant to target audiences, and refresh its look and feel (if necessary) to be distinct within its competitive landscape. We’re just here to make sure your brand isn’t standing between you and more business.
That answer will differ for every brand, which is why we love an audit. Our starting point, however, is always the state of your brand and how it can best be used to market your business.
Beginning with The FUEL Foundation™
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