How to Build a Brand from Scratch
The steps you need to take BEFORE you snag an IG handle and design a logo…
So many aspiring entrepreneurs come to me with an idea for a company and an instagram handle saved with the name they’ve been dreaming up… only to deflate immediately when I start asking them questions about the market, the proof of concept and brand.
So if you’re hoping to start a company or brand in the near future, before you get excited buying domains and snagging handles, let’s lay the groundwork to set that business up for success, yes?
The first step in any new brand is always PROOF OF CONCEPT. Do you have evidence that this idea, this solution, is needed? You need to be relentlessly asking questions of people you suspect would benefit from this work. Until you can answer these questions, you aren’t ready to move to the next step.
What are the major pain points of your ideal client?
Are they problem aware? Or do they not know it’s an issue for them?
Are they ready and willing to pay for a solution?
How much would they be willing to pay to solve the problem?
How big of a gap in the market is there for this?
The next step is identifying the core of the company, the MVPO. The mission (that’s WHY you’re doing this work) the Vision (that’s WHERE this company is going and taking it’s clients along with it) the Purpose (That’s WHAT this company does) and the Outcome (That’s WHAT happens for the client after they work with you).
These need to be clear, concise and to the point. Each should be articulated in one clear, easy to understand sentence, so that when you’re pitching the idea to others, they understand what the company does and who it’s for.
Now we can NAME the brand and identify the promise of the brand. I could write 10 blog posts on the process of choosing a name, but for brevity’s sake here, know that the brand name should be derivative of: how you want your clients to feel, the outcome you want your clients to have, or illustrative of the work you accomplish in some way. Some people pick random names for companies and while that’s fine for a brand that aspires to scale to become a household name, if you’re building a brand with the purpose of gaining traction and business, it’s better to have a name that other people can understand and associate with the outcome of your work.
Once you have a shortlist of name options, now it’s time to look into FORMALITIES. Search for available handles, web addresses, trademarks and LLCs to make sure you’re not infringing on an already established competitive brand. Simply search “your state + LLCs” to start your search.
After that’s done, THEN you can begin the process that most people associate with the “brand” which are VISUAL COLLATERAL (logo, fonts, colors, etc.)
The most important thing to remember is this: the discovery work around the client is the most important part of building a brand. If you center it around them, you’re ten times more likely to be successful.