Brand development guide for Johannesburg entrepreneurs

Those brands that are most successful identify their real customers, understand their needs, share common values with them, support causes that matter to them, and demonstrate them in all marketing campaigns. Our goal in this brand development guide is to help you develop a brand that stands for something and that appeals to your Johannesburg target customers.
Brand development guide for Johannesburg entrepreneurs

A brand development strategy is responsible for creating and establishing a difference between the image, products, and services of your company in comparison with those of your competitors. You should develop your brand in a manner that aligns your business objectives with your brand. This will enable you to communicate your brand to your target market, and update or strengthen your brand as necessary.

In order to retain your target audience, you must continuously develop your brand, with goals serving as a benchmark, indicating new ideas and products as you expand your business. As a result, your strategy may change over time as your company grows and your culture changes.

What is branding?

As a result of branding, you are able to establish a distinct identity in the minds of your target audience and customers. It consists, at its most basic level, of a logo, visual identity design, mission statement, and tone of voice. A company’s brand identity is also influenced by the quality of the products it provides, how it provides customer service, and the price of its products and services.

When you create a website to describe what you offer or sell products, design social media or display ads to promote your products and services, choose specific fonts and corporate colors that are associated with your company or design a logo to distinguish your company you are branding your business.

What are the benefits of branding?

Often, brand recognition plays a crucial role in consumers’ purchasing decisions. Branding distinguishes your business from your competitors in a highly competitive market such as Johannesburg by giving it its own unique visual identity.

In addition to supporting your marketing efforts and promoting consistency, branding builds credibility, trust, customer loyalty, and retention, promotes word-of-mouth marketing, and makes it easier to introduce your latest offers.

Develop a brand that appeals to your Johannesburg audience

You should not focus solely on logo design when developing your brand, since it is not the only aspect of branding you should be concerned about. It is essential that you develop a brand strategy for your company in order to create a meaningful connection between your business and your ideal customers.

In addition to being visually appealing, simple, and found everywhere, logos are able to stand out for customers. While they are the most noticeable element of branding, you cannot ignore the rest of the elements involved in effectively branding a business.

Building a powerful brand in Johannesburg involves more than just designing a logo

Often, when you think of some of the most familiar logos, it is not just the image that comes to mind. For example, you don’t just think of Nike’s products when you see their logo or ads. Words such as inspiration, empowerment, and innovation are also associated with Nike’s brand.

In every aspect of Nike’s marketing, these terms are supported. You’ve come to associate certain characteristics with that logo and the business it represents. Positive and relevant associations show that Nike’s brand development strategy is effective.

What is involved in brand development?

The process of brand development is not something that can be accomplished overnight. It requires consistency, fine-tuning, and creativity to make a brand truly successful.

Develop a brand strategy that clarifies your brand

In order for a brand strategy to be successful, it must be based on the accurate gathering of information. The more precise the information is, the better it will allow you to target your branding to potential clients, which will help you to develop a successful brand strategy. As part of the development of brand identity, a brand strategy is often divided into three sections: the essence of the brand, the positioning of the brand, and the persona of the brand.

Identify and distill your brand’s essence

Developing a trustworthy brand in Johannesburg requires knowing what you stand for and being able to communicate that clearly to your ideal customers when promoting your business. The first step is to clarify your brand, position it in the market, and create its persona. Following that you can begin developing its visual identity to help you communicate your brand across different platforms.

Brand purpose

In essence, a brand’s purpose is the reason it exists other than for commercial purposes. In other words, it is a supernatural phenomenon that allows your brand to create a loyal following and gives it a sense of purpose that motivates people to purchase your products.

Your brand promise informs your buyers what they can expect from your product or service. However, your brand purpose goes much deeper than that. Be careful not to confuse brand purpose with social purpose; even though there are similarities between the two, they are not the same.

Brand vision

In brand vision, a company describes its future goals and outlines what it hopes to achieve. It is anchored in your core branding, but it encapsulates more than just the here and now. Your business strategy will be guided by a clear brand vision, which will outline where your company hopes to be in the future. Creating a vision for your brand is like charting a route. Customers should be motivated by it and your employees should be inspired by it.

Brand core values

Your core values are the foundation of the company’s vision and shape its culture, which allows all employees to work towards the same goals. Therefore, each business decision should be aligned with these values. Company values are the beliefs, principles, and philosophies that drive your organization. In addition to the employee experience you deliver, they also play an influential role in establishing relationships with customers, partners, and shareholders.

Identify the market position of your brand

  1. Audience –
  2. Market
  3. Goals

Develop a brand persona

  1. Personality
  2. Voice
  3. Tagline

Design the visual identity of your brand




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