Strong brands are no accident

A brand is much more than just a name, a logo or a product – and also more than the sum of all these parts. A brand anchors itself as an image in our minds, formed by all the experiences, impressions and encounters we have had with it. A popular example to illustrate this: when we think of IKEA, we may see yellow and blue before our mind's eye. But we also smell the coffee from the canteen, feel the ball pit again as in childhood, or smile at the universal first-name terms and the confusing maze of aisles. These are all brand touchpoints. They shape the image in our minds. And all of it can be planned and controlled.

When we have already had as much contact with a brand as with IKEA (or Coca-Cola, H&M, Apple etc.), a bond develops that goes beyond the simple exchange of goods for money. In the best case, a fan relationship with the brand emerges. People desire it, perhaps even love it. With a true fan, the competition hardly stands a chance.

Consumers' decisions are emotional in nature, no longer purely rational. Price may still play a role, but no longer the decisive one. It is like a good friend, to whom we are more loyal than to a stranger. When a brand matches our own values and personality, we feel drawn to it. Of course, brands like IKEA, Apple and co. are in a league of their own. But they all started small once. So where should a start-up begin when it comes to branding? The following tips also apply to established companies that want to strengthen their position.

The answer to the why, the so-called brand purpose, sets the direction for pursuing the goal authentically and consistently, and for convincing others (customers, employees etc.) and taking them along on the journey. One example: the start-up "share" has a clear answer to the question why. Every purchase triggers a donation. You can choose any old shampoo, but the share shampoo fulfils a social need. Through its purpose, the brand appears as a hero, fighting against injustice or for a good cause.

Every person has different attributes, such as "polite", "punctual" or "well-dressed". Other examples are "creative", "spirited" or "nature-loving". These characteristics can also be applied to a brand and give it a distinctive profile. They make the brand approachable, as people can identify with these values. Important: they must not be superficial or interchangeable.

What is the long-term vision for the company? Start-up founders mostly dream of fast, strong growth – which is exactly what sets them apart from a traditional business founding. To gain and maintain the necessary energy, the "bite" for the hard early days, a founder's vision is needed. It also says something about the quality of the founder's personality and, last but not least, helps the media to report on the company and the brand.

After the internal view comes the market environment: what kind of industry is it? Which competitors are already on the market? How do they present themselves and how do they communicate? What trends are there – and how will they affect the new venture in future? One question should always stay at the back of your mind: what is new, different or better about the start-up and its business model?

"The child needs a name!" At this stage, professional advice is worth its weight in gold. There is a great deal to consider: is the desired name free under trademark law, can it be protected? Is the domain available? But wait, let's take a step back! Which methods can actually be used to create a brand name? Ill-considered snap decisions can become embarrassing. The same goes for a claim. If it is well chosen, it helps to describe the product or service even more closely.

How does the brand communicate? It makes sense to think about a few attributes at the start of how the brand sounds in language. How does the team answer the phone? Is it formal or informal address? What tone does your newsletter have? Consistency in language creates trust and security among the target group.

When it comes to presenting a clear profile, an attitude and unique selling points, an emotionally charged story can help. People need to understand the relevance of the start-up for themselves personally. They need to know why they should engage with it and how the brand or product makes their life better. This is best achieved with a story. Stories move people and stay in the mind. It is the summary of the strategy, but storytelling allows it to be emotionally charged and brought to the point.

The third phase is finally about brand experiences. Which media are suitable? High-quality content such as blog articles, videos or podcasts can provide added value to the target group. Social media platforms are the means of choice for getting in touch with (potential) customers and sharing content that is relevant to them. Here you get immediate feedback: what works and what doesn't? In today's digital world, a strong online presence is essential. A user-friendly website is the modern shop window for the brand and its products.

Good luck on the exciting road to a successful brand!