Creating a strong brand foundation in 5 steps

Post by 
Lizanne Loots
February 8, 2022
Pink asterisk design on a charcoal background

Having a strong brand that is easily recognisable and memorable, is one of the biggest assets for your business.

To establish your brand in a world where new brands arise every day, it’s important to build a strong brand foundation. According to a Nielson Survey, 59% of people indicated that they are more open to buying products from brands that they are familiar with. This is a great reason to invest in building a strong brand.

Here are 5 ways in which you can ensure your brand is recognisable and can withstand the test of time.

#1 Establish your purpose & what differentiates you from competitors

Think about the reason your company was started, and why it continues to exist. Ideally, every brand would like to exist to generate profit, but what makes your business different and why would people choose to support you, instead of your competition? Simon Sinek, author of the book, ‘Start with why', that there are 3 parts to the Golden Circle. This is helpful to define a brand purpose.  

The 3 Parts of The Golden Circle:

What – the products or services you offer to your customers

How – the things that differentiate you from the competition

Why – the reason you are passionate and why you exist

Use Sinek’s ‘Golden Circle’ to help you establish your brand purpose.

#2 Understand your target market

Getting to know and understand your target market will guide your brand in its marketing strategy and how to position your brand.

It can also help you to tailor the brand in a way that will resonate with the ideal customer. It’s imperative to truly know the pain points your customer is experiencing, to tailor a solution specifically for their needs.

#3 Your Brand Identity

A brand identity is more than just a logo. It’s every tangible aspect of your brand, that will be responsible for how people distinguish your brand. People perceive your brand from these visual elements and form an opinion about your brand based on this, and the marketing efforts you put in.

Your brand identity is one of the ways that people recognise and recall your brand. The stronger your brand’s identity, the better the chance of people remembering it.

#4 Consistency

The brand-building process never stops. If you want to ensure that your brand is (and stays) top of mind, you need to be consistent. A brand identity should be followed with everything your brand does, from billboards, employees, signage, social media content, and the website. Your brand should be reflected in everything you do.

If you want a powerful brand, you need to be consistent in all your efforts.

#5 Who You Are

As a brand, what is your personality, your tone of voice, what differentiates you? Your tone could be professional, quirky, serious, comfortable – depending on how you want to establish your brand. Who you are as a brand is also dependent on your company’s mission, audience, and industry? How does your brand communicate to its customers, and how do they respond to you?


Building a strong brand relies on these 5 steps to set a good foundation. Understanding your target market, having a strong brand identity, being consistent with marketing efforts, establishing your brand, and knowing what differentiates your brand from the competition, will ensure a powerful brand that can withstand the test of time.

Investing in brand building will benefit your brand over the short, - and long term.  

If you need assistance with building a strong brand, get in touch with us:


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