21-Step Brand Building Process (Build A Brand in 2022)

There’s no question, the brand building process has evolved.

Building a brand in the twenty-twenties is no longer the same as it once was.

Unfortunately for most businesses, consumers aren’t mindless moths with shiny object syndrome.

Nope, they’re smarter than that, and they’re getting smarter.

They have real challenges standing in the way of real goals and a good looking logo simply isn’t enough to get them over the line.

If you want to influence their buying decision, you need first understand them, then build a brand around them.

In this article, you’ll discover an in-depth 21-Step Brand Building Process to build a successful brand in 2022.

There’s no question, the brand building process has evolved.

Building a brand in the twenty-twenties is no longer the same as it once was.

Unfortunately for most businesses, consumers aren’t mindless moths with shiny object syndrome.

Nope, they’re smarter than that, and they’re getting smarter.

They have real challenges standing in the way of real goals and a good looking logo simply isn’t enough to get them over the line.

If you want to influence their buying decision, you need first understand them, then build a brand around them.

In this article, you’ll discover an in-depth 21-Step Brand Building Process to build a successful brand in 2022.

Contents Show Contents

21 Brand Building Process Steps (Branding To Marketing)

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What Is A Brand?

Chances are, this isn’t your first rodeo and you’ve got a solid idea of what a brand is.

But the meaning of a brand can be different from one person to the next so let’s start with a simple definition.

A brand is an entity developed by a business to shape the perception and build the reputation of the business in the market.

What Is Brand Building?

So now that we have the definition of a brand in place, what is brand building?

Well, building a brand or “brand-building” is the activities undertaken by the business to actively shape that perception and build that reputation.

They do this by creating strategic communication and experiences across all touchpoints.

Building a brand doesn’t happen overnight.

It happens over time by communicating a consistent message and then consistently delivering on the promise the message conveys time and again.

This is how reputations are developed and this is how brands are built.

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The Three Pillars Of Building A Brand

When it comes to forging an effective brand, there are three core pillars that the brand is built upon.

Overlooking or under-developing any one of these pillars and the chances of branding success are significantly reduced.

Brand Strategy

The strategy phase is all about clarity.

Specifically, it’s about defining 

Who we are

Who we’re for

Why they should they care

How we’ll show them

Most businesses simply skip this step and so their identity and marketing lacks the clarity needed to really influence.

Once you’re clear on these key questions, the brand building process becomes so much easier. 

Brand Identity

The brand identity is probably the most well represented branding pillar across all businesses because quite simply, very few businesses in the world don’t have a logo of some kind.

But the identity system itself is more than just a logo.

The term “system” refers to the individual visual elements of the brand all working together in cohesion.

The visual branding elements are designed to communicate the attributes of the brand visually. 

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Brand Marketing

Branding without marketing is like an engine without fuel.

You can have the best product or service in the world, an enticing position, a compelling message, and an engaging identity, but unless you have the means to get your brand in front of your audience, it doesn’t matter.

Marketing is where the rubber meets the road and the message of the brand is delivered across a variety of touchpoints which can include

 

Social Media Profiles

Websites

Environmental

Point-Of-Sale

Advertising

Content Marketing

Videos

Email Marketing

Seminars

Industry Events 

Printed Material



Importance Of Brand Building

The importance of brand building is regularly overlooked.

I’ve heard overly optimistic entrepreneurs stating that their idea was so good, that they just needed to “turn on the marketing” for guaranteed success.

Needless to say, I’ve never come across a business that found branding success by simply “turning on the marketing”.

For any marketing tactic (let alone strategy) to have success, it must be finely tuned to the brand it represents.

The more accurately tuned marketing and branding are, the more likely 

the right message will be delivered 

to the right audience 

with the right method 

Only when a business can achieve these things can the build an actual brand that will grow over time.

The 21-Step Process For Brand Building Success

If you’re building a brand for yourself or for your clients, having a solid brand building process in place is critical.

The following process is used by some of the biggest and most successful branding in the world.

Follow this process step-by-step and adopt it in your own business or agency to build brands that connect with their intended audience.

 

#1. The Human Brand – Build An Entity To Connect