How to Build a Brand that Stands the Test of Time

• Know who you are. You’ve likely heard the quote, “When you try to be everything to everyone, you accomplish being nothing to anyone” (Bonnie Gillespie). That could not be truer when you are establishing a new brand (or rebranding an existing company). Your brand should reflect you and what you want to accomplish. Take time to write down who you are, as well as who you are not, and begin writing a mission and vision statement. You can also develop core values that guide your organization, as these will be key pieces of your messaging to customers, employees and future employees.

• Define your audience. After you know who you are and what you want to accomplish with your company, determine who your audience is and what they need from you. Are there pain points with current products or services in the market? Who will be using your product or service and why? You want to make sure you are reaching the right people and that your brand reflects what they are looking for.

• Get to know your competition. A key piece of building a brand includes studying your competition. What are they offering and saying about themselves? Can you shake up the industry? What’s out there and what’s missing? Make sure you’re not trying to be different just to be different, pay attention to what your customers want.

• Establish a consistent brand voice. This is important, as you will use this voice across all your channels, including in-person interactions or customer service calls. While it may be tempting to have a different voice for each channel, or to switch it up every few years to infuse creative new ideas into your marketing, this can confuse your customers (plus it can be hard to develop multiple voices that align with your brand). If you aren’t sure where to start in developing a brand voice, try taking a free brand archetype quiz. After answering a few questions, you will see which archetype and characteristics align closest with your brand. This will help you develop a narrative for your organization and can guide the way you talk about your brand.

• Tie promo items to your values. Whether it’s sustainability, transparency, accountability or something else entirely, tying your promo items to your values gives your sales team another way to very naturally bring up what it is that your organization stands for.

• Invest in campaign-specific promotional products. If you are re-introducing your brand with a campaign, go all-in with customized T-shirts, yard signs, signs and banners, hats, mugs and more. By having your campaign and new branding on multiple promotional items, you can increase awareness—and pique interest—even faster.

• Don’t forget about promo pieces that’ll stand the test of time. From drinkware to pens and tote bags, everyday items that people will use over and over again are a great way to keep your brand top of mind.