What is Brand Building and how is it done? 

What is a brand all about? Why and how do you build one? 101 of brand building is right here to help you!

What is a corporate brand?

Marketers, in particular, talk a lot about the importance of branding and personal branding. However, it is good to make a distinction between brand building and branding. They are two different things. One is about building awareness of your business (growing your brand), and the other is about how your customers know and experience your business.

Building a brand is worthwhile and has been researched just as long as there have been companies. It has been proven in several studies, and in my opinion is one of the best in Emma K in Newcastle, Macdonald and Byron Sharp.

Brand building is formed, for example, in the following places:

• Images of the brochures you use
• Advertising online and in print
• Your Powerpoint presentations
• Your business cards
• Website images
• Your online shop images and banners
• Images you use on social media
• Cover photos for your social media pages
• Images used in your blogs

Does building your brand bring you more customers?

Brand building draws more customers because, in its simplest form, it is communicating information to current and potential customers, as well as stakeholders like your retailers. Having a recognized brand will increase the chances of customers remembering your business when they look to purchase your products.

Building your brand in practice

You can advertise your brand, for example, by posting images on your website and in your company’s advertising. With digital channels, you can build your brand cost-effectively. On Facebook, for instance, for $500, you can reach around 100 000 people. 

If you use digital marketing to promote your business message, it doesn’t necessarily cost tens of thousands of dollars to build a brand.

The most popular digital channels for brand building are

• Facebook
• Instagram
• LinkedIn
• Email campaigns
• Banner advertising (display advertising)
• Google Ads advertising
• YouTube advertising

Let’s take a look at the prices and how many customers you can reach through these channels with a reasonable budget of a few hundred dollars.

• On Facebook, you can reach around 100,000 customers for $500.
• On Instagram, you can also reach around 100,000 customers for $500
• On LinkedIn, $500 will reach around 30,000 customers
• Email campaigns are free if you already have a list of customers to whom you are authorized to advertise (you can advertise to B2B managers without a license if the message is relevant to the manager you are targeting)
• Banner advertising can reach around 300,000 customers for $500
• With Google Ads, $500 will reach around 5,000 customers, of which you will get 500 customers on your website if the average “click price” is $1.
• YouTube advertising will reach around 100,000 customers for $500.

So, if you choose the right channels, you can reach hundreds of thousands of potential customers very quickly and efficiently. Similarly, you can easily spend several thousand dollars on advertising in magazines or at trade fairs. 

Print advertising and events can also be effective ways of attracting customers if you know how much your efforts generate direct contacts or sales. 

One of the key benefits of digital marketing is that it is accurately measurable. Whatever the channel, you know exactly which potential customers you are reaching each month and whether they came to your website when they saw your ad.

Why brand building pays off?

Building your brand on digital channels pays off because you know exactly how many people viewed your ad and came to your website. You also get to know all the customers who saw your ad, even if not all of them came to your website. 

For example, you can build a brand in social media without directing every customer to your website from an ad. Consider using a “brand awareness” ad format, for example, which is intended explicitly to raise awareness of your company’s brand.

The more potential customers remember your brand at the time of purchase, the more contacts and sales you will get. If potential customers do not know your brand, how can they even contact you?

Fortunately, this can be remedied very quickly, and above, I have provided examples with prices and channels. If you sell window renovation services to detached houses in Florida, and there are 200,000 detached houses in your area, you can reach these people for $1000 with Facebook. If you assume that there are two decision-makers in each detached house you wish to reach, then you can reach these 400,000 decision-makers for $2,000.

Below is an example of Facebook advertising in brand building.

It is, therefore, possible to build your brand rapidly. For most companies, the target audience is smaller, so the above calculation is only an example of how you can calculate the media budget needed to reach your customers.

How do you know if your brand building is successful?

You can also measure brand awareness and Facebook, for example, has its metrics for brand awareness growth. One good metric is “brand engagement.” In the example below, a media budget of €835 reached 69,787 different potential customers who saw the ad an average of 1.8 times, for a total of 125,461 impressions. Of these customers, 11 808 “engaged with the sidebar,” i.e., were interested in the target company’s brand.

How should you start building your brand?

I recommend building your brand on digital channels such as Facebook or LinkedIn if you want to quickly reach your target audience. These channels will allow you to effectively promote your brand while directing customers to your website to learn more about your services and contact you. 

You can also use Google Ads advertising to direct customers directly to your website, but first, you should check whether people are already searching for your services online. 

We’ll be glad to help you figure out the right channels for your business, how to develop a successful brand for your business, and what channels are right for you.

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