3 elements that you need
to build a successful brand

No matter the size of a business, the success of your brand plays a crucial role in reaching its goals and objectives. Recognizing and working on the main elements that build brand success, will not only help you grow your audience, but also grow your business.

Brand success refers to the achievement of a brand’s objectives and goals, as well as its ability to establish a strong and positive reputation in the minds of its target audience. It can be measured by various metrics such as market share, customer loyalty, brand awareness, marketing statistics, etc.

Most important of all, a successful brand is one that effectively communicates its unique value proposition, builds trust and credibility with its customers, and consistently delivers on its promises. It also stays relevant and adapts to changes in the market and consumer behavior over time.

Brand success is about creating a long-term sustainable advantage that allows the brand to stand out from competitors and maintain a loyal customer base.

There are several factors that make a brand successful, but from our experience and expertise, we have created a framework that helps businesses build a strong foundation for success.

We have called this our Brand Authority Framework.

What is the Brand Authority Framework?

1. Identity

Brand identity is the way that a company presents itself to the public and the perception that customers have of the company.

It encompasses all of the visual (and sometimes other sensory) elements that are associated with a company’s brand, including its name, logo, tagline, colors, packaging, messaging, and more.

A well-defined brand identity can also help a company to communicate its values, personality, and unique selling proposition to customers.

First impressions are important, and they help you get people’s attention and convert them into customers.

In this first step, you need to start discovering your essence, your brand values, your personality, and how you want to be perceived by your audience. You also need to define who is your target audience and what they need, as well as what are the goals of your business as a whole.

With these parameters defined, then you can start designing your branding, making sure that every element of it it has a purpose and mission. 

A strong brand identity is important because it helps to establish a strong image and reputation for your company, even from the start. So it doesn’t matter if you are just starting out, paying attention to your brand identity will build a strong foundation for the future.

2. Connection

The second part of our Framework refers to how you bring your brand to your audience. 

You might use many channels, including Social Media and Email marketing to connect with your audience, which are very good and important. But in this step, we focus on your website, the story you’re telling in it, and what’s your visitor’s journey.

Your website’s not just a pretty window for people to look at. Your website should connect with them, it should invite them to know more about you, to learn about your services, and ultimately convince them to do business with you!

You can use your website, to not only show who you are and what you do (which is still very important), but you can build your website in a way that guides your visitors into a journey, and experience with your business.

The customer journey is key in this stage. Even though a website can be very interactive, the way your structure your pages and internal links can help build a path for your visitors to follow. It’s not about manipulating people it’s about making it easy for them to navigate your site and find what they are looking for quickly.

3. Positioning

Brand positioning refers to the process of establishing a unique position for a brand in the minds of the target audience. It involves identifying and communicating the brand’s message and value, which sets it apart from other brands in the market.

Once we have built our branding and website based on our values and goals, things are not done. Now we need to make sure that we protect and look after our brand as a whole, keeping it consistent and safe.

A very effective way to position yourself in the market is by providing great customer experiences and valuable content. If you are delivering what they need, and answering the questions they have you’ll become the go-to in your area of expertise.

In today’s market, it’s crucial to keep optimising and supporting your brand and website efforts, so they can keep working for your business and increase your authority. This includes SEO, valuable content, and ongoing maintenance and support.

Everyone is looking for services and products online, and having a website that is fast and offers a great experience will increase your chances of converting a visitor to clients/customers. This is why keeping your website in top shape is crucial. 

If you don’t have an expert looking after your website, make sure you learn how to look after it yourself. If you don’t have the time to do it or have no idea how.. there are many designers, freelancers, and agencies that can do this for you. 

Final thoughts

Building a brand requires some thoughtful work and planning, nut with the right steps and expert help you can develop a brand that can effectively connect with the right audience in the right way. 

Need an expert branding designer?

If you need help with your website or your brand, don’t hesitate to reach out and talk to our team. We specialise in beautiful and effective brands and websites for women in business, helping them reach their right audience in the right way.