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The Creation Of A Brand

Updated: Jun 25


There are so many brands vying for eyes in the modern economy and little time to gain attention and trust. This is one of the many reasons it’s so important to make a good first impression through consistency, sincerity and knowing your point of difference. According to Nielsen Media Research, there are 500,000 brands worldwide in more than 2,000 product categories, and according to Forbes, it is estimated that the average person is exposed to between 4,000 – 10,000 brands each day. If you’re looking to or currently creating a brand right now, it’s important to first know what a brand identity is!


What is brand identity?


A brand identity comprises what your brand says, your values, how you communicate your product, and what you want people to feel when interacting with your company.


Colour improves brand recognition by up to 80 per cent, and 64 per cent of consumers say that shared values help them create a trusted relationship with a brand. But who are the brands that do it best, and what are their secrets? Below we look at five of the world’s most recognised and celebrated brands.


Brands that do it well.

  • Coca-Cola

  • Nike

  • Apple

  • Google

  • Disney

Coca-Cola, founded in 1892. The brand has come a long way since its humble beginnings in 1892, six years after the creation of the Coca-Cola drink by Dr John S. Pemberton. Something that sets the business apart from its competitors is that they put their brand first over products. They focus on emotion and lifestyle, which has assisted them in creating a brand that is universal and transcends cultures and languages. They are the added guest at a party; they fill the extra seat at the table, they are in most households around the world and have become a part of the modern vernacular, I’ll have a coke! Their consistent use of colour CMYK: 4 100 95 0 or Pantone Coke Red and font, a form of Spencerian script, has also assisted them in the formation of their brand and created a bond with consumers.

Nike, founded in 1964 by Philip Knight and named after the winged goddess of victory in Greek mythology. The brand has come a long way since its beginnings as an importer of Japanese footwear, now the ninth most valuable and recognised brand globally, but what makes it so? Firstly, the name is strong, short, with a nice mouth feel. Then there is the infamous tagline Just Do It, which was first included in a 1987 campaign created by ad agency Wieden + Kennedy. The tag line acts as inspiration across all sports, a fantastic all-encapsulating tag line, which still holds strong in 2022. Thirdly there is the brand icon, the swoosh! An icon so strong and globally recognisable it doesn’t need expansion.

Apple, founded in 1976 by Steve Jobs and Steve Wozniak, as we all know, has come a long way from its founding in a garage in Los Altos, California. According to Forbes, Apple is the most valuable and recognised brand globally, but how did it get there? Apple has become synonymous with innovation, aesthetically appealing designs and simple yet consistently used branding. The bitten apple icon is globally recognised; words don’t need to accompany it for people to know what it stands for. They are experts at creating fanfare with product launches and don’t talk down to consumers. They appeal to the creative, the innovator the dreamer and have built a multigenerational fan base.

Google, founded in 1998 by Larry Page and Sergey Brin. According to Forbes, Google is the second most valuable and recognised brand in the world. Google is a major artery to the digital world and has become a part of our everyday expressions, ‘I’ll just google it’. Google as a brand is approachable, friendly, helpful, and simple and has thrived through a consistent brand image and visibility. Google’s iconic multi-coloured logo has seen little change since its founding. This has helped foster strong bonds with consumers, and its ever-expanding product portfolio and innovations have assisted in brand credibility.

Disney, founded in 1923 by Walt Disney. Disney has been fostering the imagination of children and inner children for 98 years and, according to Forbes, is the seventh most valuable and recognised brand globally. Disney’s strength comes from its ability to create experiences that are original and filled with storytelling and wonder. They have evolved as a brand in their 98 years to adapt to a changing society but has stayed true to their essence as a symbol of wonder.


Want to create your own super brand? Below we look at eight steps you should address before creating your brand or when reassessing.


1. Consistency is key

2. Know your voice

3. Solidify your brand image

4. Visually link all platforms

5. Maintain your brand

6. Know your audience and competitors

7. Create a unique value proposition

8. Brand trust


1. Consistency is key

When creating a brand, consistency is key! Be sure to abide by brand style guides and use brand-specific fonts, colours, voice, and logos. Consistent use of these tools helps create strong, trustworthy, and recognisable brands with which consumers can connect. With so many brands in each product category vying for customers, it’s vital that you stay true to your brand, as this is one of the main ways that you create a strong connection to a consumer and achieve loyalty. Be consistent across all aspects of the business from swing tags, storefronts, social channels, and websites and over time; you will create brand recognition and connection.


2. Know your voice

Know your brand voice. Are you humorous, informative, supportive, or creative? You must know your voice when creating content for your brand. When you have a brand voice and are consistent in using it, it helps build bonds with consumers, leading to customer loyalty.


3. Solidify your brand image

A strong brand image is made up of multiple elements. Your logo or icon, brand colours, both primary and secondary, positioning, and tagline. Use these elements consistently across all company platforms to help solidify your brand. With consistent use, your brand will become more visible to customers or potential customers, meaning that when the individual is looking to purchase, they will likely gravitate to your brand as it’s top of mind and has impacted them. According to reports, a customer will need to be exposed to a brand more than ten times to create a response, so be consistent and be viable and the results will follow.


4. Visually link all platforms

Consistency, consistency, consistency, it is so important and is a word you will hear us say multiple times across our blog posts. When it comes to your brand, create a visual identity and use it consistently across all platforms, from your website and advertising to your social channels, brand partnerships and physical locations. For socials, use a strong image as your background across all channels, change it up for a freshen up throughout the year. Creating an ad for your brand? Post it across all platforms, from your social channels to your online ads.


5. Maintain your brand

We have all seen it, that forgotten digital presence or that stale brand. It is important that as you grow as a brand, you stay vigilant across all channels, forgotten and abandoned channels can detract from brand achievement, damaging customer relationships and brand standing. Post regularly, be on the same page as a team and work together to maintain your presence. Planning can help you keep on track, create a shared marketing plan that the whole team is across and share responsibilities to ensure tasks are completed.


6. Know your audience and competitors

On the path to creating your brand, it is crucial to know your customers and your competitors. Ask yourself who your customers are, what are there wants and needs, and what problems can your company solve. How do they shop, and what channels do they frequent? In-depth knowledge of your customers means for a more effective brand and stronger relationships, and this helps to secure the future of your business. It is also important to know your competitors, how do they position themselves, what channels do they utilise, how do they interact with their audience and how consistent are they? By knowing these aspects, you are identifying your standing in the market, what you can take inspiration from and what to do to help differentiate yourself.


7. Create a unique value proposition

What makes you different from your competitors? Why would a customer choose your business over others in your field? With so much competition, it is essential that you have a unique value proposition. When creating your unique value proposition, it can be easy to focus on price as a differentiator, but your competitors can easily compete with you on that front, so you need to delve deeper. Do you make life easier for your customer? How so? Maybe you stand out with unique designs or software, customisation, or status. By creating a unique value proposition, it makes it easier for you to communicate effectively to customers and for them to connect with you.


8. Brand trust

Brand trust can be hard to obtain and so easily broken. Create brand trust through transparency, be honest and accessible in your communications and have open communication paths with your customers and network. Be authentic and add value, this can be achieved through advice, product, or service sampling, prioritising post-sale relationships, and responding to criticism. Consistent use of brand logos, colours and voice also adds to brand trust.


Leading You Through The Digital World

Jane Hayes Consulting is an independent digital marketing agency founded to help businesses create consistent, creatively aligned, and strategic content. We can help you put your best foot forward with our expertly crafted team covering website design and building, marketing strategy, content creation, brand creation, and project management. We work within budget restraints and look toward the future. Need assistance in developing your digital strategy and creating a business advantage? Contact Jane Hayes Consulting today and sign up for our newsletter.


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