We always hear the term 'brand,' and we’re familiar with its
characteristics. But have you ever asked yourself how to build a
brand or what your reference should be for brand building? Read on
to find out. In a competitive business environment, especially in
local markets like Jordan, building an effective brand with a strong
brand identity and brand image has become essential for achieving
sustainable success. A brand is the complete identity of a company,
encompassing its values, brand story, messages, and external
appearance.
Crafting a compelling brand story is crucial to
connecting emotionally with potential customers' minds and
communicating what makes your brand unique. Building a brand isn’t
just about choosing a logo or a name; it’s about developing a brand
strategy that ensures consistency across all brand touchpoints while
highlighting the brand's unique selling proposition. This includes
defining the tone of voice, selecting the right logo font, creating
a cohesive color palette, designing product packaging, delivering
high-quality marketing materials, and presenting visual elements and
brand assets that align with your brand voice and brand consistency.
Sans serif fonts are often used to create a modern and clean brand
aesthetic.
Storytelling is a powerful tool for connecting with your target
audience by creating an emotional connection and a sense of
community around your core message. Whether through your product or
service, social media, or other platforms, the goal is building a
brand from scratch that stands out and creates a memorable brand
while building lasting relationships. Business cards are one of the
essential elements in establishing your brand's identity in
face-to-face interactions. In this article, we’ll go over the
essential steps to building a distinctive brand, with real-life
examples and helpful resources to support each stage, empowering you
to create a brand that makes a lasting impact.
Brand Mission
The brand mission represents its core purpose, helping to define
your brand and guiding the entire process to build a brand from
scratch. It outlines the values the company strives to achieve and
acts as a foundation for making strategic decisions aligned with the
overall brand strategy, tone of voice, and visual identity—ensuring
consistency with the brand voice, colors, fonts, and style guide. A
well-crafted mission statement not only reflects a strong brand
identity but also resonates with your target audience, clearly
communicating why the brand matters and building a powerful
emotional connection with potential customers.
For example, a local company in Jordan might have a mission to
provide high-quality local products or services that improve
customers’ lives and support the local economy. This statement
becomes a cornerstone for building your brand, shaping everything
from product packaging to how the company presents itself on social
media, and helps to differentiate your brand in a crowded market. By
emphasizing its unique brand values and brand personality, the
mission supports the development of an effective brand that tells a
meaningful brand story and consistently reflects a cohesive brand
image. Ultimately, the mission helps create a brand that is not only
memorable but also purpose-driven and positioned for long-term
success.
Real-World Examples
Zain Jordan
focuses on leading innovation in telecommunications solutions to enhance customer experience and contribute to society.
Airport International Group
relies on a mission to deliver excellence in aviation services with a focus on safety and comfort.
Brand Objectives
Objectives are the goals the company aims to achieve. These include:
Increasing brand awareness:
This can be achieved through extensive advertising campaigns.
Achieving greater market share:
This can be done by developing new products or entering new markets.
Improving customer experience:
Through offering excellent services and developing loyalty programs.
These objectives should be measurable and tied to a specific timeline. For example, a company may aim to increase market share by 20% within two years.
Real-World Example
Aramex
in Jordan has set a strategic goal to expand its fast delivery services to all governorates by the end of 2025.
Brand Audit
A brand audit involves analyzing the current status of the brand from multiple angles.
Distribution Analysis:
Study the effectiveness of distribution channels in reaching the target audience. For a food company in Jordan, the focus might be on expanding distribution to remote areas.
Customer Analysis:
Understand customer needs, behaviors, and preferences through surveys or data analysis.
Competitor Analysis:
Identify competitors' strengths and weaknesses. For example, comparing competitor prices and services can help improve your offering.
Corporate Environment Analysis:
This includes studying the organizational culture, management structure, and the alignment of the brand with company goals, and identifying areas for improvement.
Macro Environment Analysis:
This involves studying economic, social, cultural, and legal factors that affect the market. In Jordan, this includes the impact of local regulations and economic changes.
Real-World Example
In competitor analysis, a new company in Jordan could study how Coca-Cola successfully promotes its products in a competitive environment with Pepsi.
Brand Positioning
Brand positioning is how the company wants to be perceived by customers compared to competitors. Positioning depends on understanding the target audience and defining the unique value the brand offers. In Jordan, a new brand could focus on high quality at affordable prices as a competitive advantage.
Real-World Example
Lumiere Furniture in Jordan focuses on positioning itself as a brand that combines European elegance with local, affordable prices.
Brand Personality
Brand personality refers to the human traits that can be associated with the brand. Is the brand elegant, modern, or practical? Defining the brand personality helps build an emotional connection with the audience.
Real-World Example
Caracal Sportswear in Jordan has an active, dynamic, and youthful brand personality.
Conclusion
Building a distinctive brand is a process that requires comprehensive strategic planning, starting with defining the mission and objectives, followed by a thorough audit and analysis of the factors influencing the market. Based on this, brand positioning and personality are determined, contributing to the creation of an integrated and sustainable identity. Specialized brand-building companies in Jordan, such as Ain Design - Brand Building Company in Jordan, offer comprehensive consultations that ensure the success of the brand in local and regional markets.
For more tips on building a distinctive brand, visit Ain Design , where we provide specialized services to help you achieve your branding goals.
