Here's what I'd do if I were starting my brand from scratch
Starting a brand from scratch is an exhilarating challenge that’s as daunting as it is rewarding. If I were to kick off a brand today, I’d weave a path distinctly different from the conventional, ensuring every step from concept to execution screams originality. Here’s how I’d map out the journey to creating a standout brand:
1. Fall in Love With Strategy First
Before anything else, strategy is king. It’s tempting to jump straight into the aesthetics—the logo, the colours, the fonts. However, these are just the clothes your brand wears. The real substance lies in the skeleton—your brand strategy. It’s crucial to nail down your 'why'. Why does your brand exist? Why should anyone care? Answering these questions provides a strong foundation for everything that follows. “It looks pretty” is not a strategy; it’s a hopeful shot in the dark. Start with a clear, compelling purpose.
2. Be a Rebel, Not a Copycat
In the sea of existing brands, the last thing you want is to be another face in the crowd. This step is about digging deep to find what truly makes your brand the anti-everyone-else. It’s about identifying your unique selling propositions and embracing them fully. Don’t settle for being ‘just like the cool kid’; dare to disrupt, to stand out. Ask yourself what you can do differently that is authentic to your vision and resonates with your audience.
3. Obsess Over ONE Audience
Many brands make the mistake of trying to be everything to everyone and end up resonating with no one. Instead, focus intensely on one core audience. Understand their pains, needs, and aspirations. Speak their language and become an integral part of their world. This isn’t about excluding potential customers, but rather about creating a brand so compelling to a specific group that it becomes irreplaceable—a brand that people can identify with on a personal level.
4. Launch Ugly (Then Glow-Up)
Perfection is a myth, especially at the beginning. Your first logo might not be sleek, and your website might be less than flawless, but that’s okay. What’s crucial is to start. Launch your brand, learn from real-world feedback, and iterate. Use initial shortcomings as stepping stones. Over time, refine your visuals and messaging as you understand your market better. Remember, a brand that evolves has a story to tell—a story that grows richer with each update.
5. Collect Fans, Not Just Clients
Building a brand is about building a community. Aim to cultivate fans, not just clients—people who believe in your brand and what it stands for. Engage them with humour, insider knowledge, and peeks behind the curtain. Make them feel part of your brand’s journey with exclusives and constant interaction. This creates emotional investment, which is far stronger than any conventional client relationship.
Throughout this journey, every step should be laced with a sense of excitement and innovation. The brand I’d build from scratch wouldn’t just exist; it would pulsate with life and energy, drawing people in not just with what it sells, but with its compelling narrative and vibrant character.
Building a brand from the ground up with these principles in mind ensures not just a unique presence in the market, but a durable one, capable of adapting and thriving as it grows. So, if you're ready to start this journey, strap in—it’s going to be a wild ride!
