Date of publication:
26 Dec. 24How to build a strong brand in a saturated market
Scenario: You’re standing in front of a shelf in a supermarket. The shelf is filled with dozens of similar water bottles. Price? About the same. Ingredients? Water, water, and more water. Yet your hand confidently reaches for that one familiar label. Why? The answer is simple: the brand.
In a world where competing for customers feels like a crowded stadium, just shouting about yourself isn’t enough. A strong brand is your ticket to winning customers’ hearts. Research shows that 59% of consumers are willing to choose their favorite brand even at a higher price. This means it’s no longer just a business tool—it’s a trust magnet.
In an era of oversaturated markets, building a brand is like running a marathon with obstacles. You need to be not just noticeable but unforgettable. To make sure your logo, message, or even a single color triggers a feeling of “this is exactly for me” in your customers. And in this article, we’ll show you how to make it happen.
Brand as a story: what sets your business apart
Every brand has a story, but not every story resonates with its audience. Imagine your brand is a book. Will people want to open it? If they do, will they read it to the end? And most importantly: will they want to come back to it again?
A brand without a story is like an empty mannequin in a shop window. It exists, but it only evokes indifference. To stand out, your business needs to “speak”. And it’s not about standard slogans or advertising clichés, but about something genuine. For example, Apple has made the idea of revolution its leitmotif. They don’t just sell gadgets; they change the world.
Here are some key elements to help create a unique brand story:
- Define your values. What is fundamentally important to you? How do these values reflect in your product or service?
- Find a hero. It could be the founder, the team, or even the customer. How does their story intertwine with yours?
- Create conflict and resolution. What was the problem, and how did your brand overcome it? People love stories with a happy ending.
- Nike: From the start, they focused on athletes’ stories. Their slogan “Just Do It” became a call to action for millions.
- Tesla: The company positions itself as a fighter for the planet’s future. Their customers aren’t just buying cars; they’re joining a global mission.
A brand is all about emotions. People may forget your logo or commercial, but they’ll remember how you made them feel. Share a story that people want to retell.
Brand voice: how to speak to your customers
Think of your brand as a person. What does it say and how? What is its tone? Does it sound like advice from a close friend or like a dry instruction manual for a microwave?
Brand voice is not just about words. It’s the emotions, mood, and style through which you convey your ideas. And this voice should resonate with every customer, making them think: “Oh, this is exactly for me.”
Why brand voice is the key to trust
People love familiarity. They want to know what to expect from you, just like from an old friend. This is where your brand voice plays a vital role. For instance, if you’re cheerful and humorous today but cold and formal tomorrow, your customer might think: “Something’s off here.”
How to find your unique voice?
- Understand your audience. If your audience consists of young entrepreneurs, forget bureaucratic language. Add some slang, jokes, or even memes. For a corporate audience, use a more confident and clear tone.
- Define your style. Your voice can be fun, serious, provocative, or even poetic. The key is to align it with your values.
- Always consider emotions. Your customer should feel that you understand their problems and are ready to help.
Examples of brands with a strong voice:
- Lush: their texts feel like advice from a best friend who always knows what you need.
- Old Spice: their humor and irony create a voice so confident it even “smells” confident.
- Monobank: their style of communication on social media brings smiles and makes banking feel simple.
Tips for crafting your brand voice
To ensure your message resonates:
- Write as if you’re talking to a friend, not giving a lecture.
- Avoid clichés: instead of “we’re the best,” explain what exactly you do better.
- Use metaphors and vivid comparisons: “Our service is like a GPS for your business: it always shows the shortest route to your goal.”
Brand voice is the magic of connecting with your customers. It’s your chance to show that behind the logo are real people who care and understand. Speak honestly, emotionally, and confidently — and your customers will respond in kind.
Visual identity: why design matters
You know that moment when you see a familiar chocolate wrapper and immediately taste it in your mind? Or the logo of a coffee shop that reminds you of the aroma of your favorite brew? That’s the power of visual identity. It makes your brand recognizable, even if your customer catches it out of the corner of their eye.
Why visual identity is so important
Here’s what visual identity does:
- Creates a first impression. You only get one chance to do this.
- Enhances emotions. The logo, colors, and fonts become associated with your product.
- Builds trust. Flawless design speaks of professionalism and care for your customers.
Elements of a strong identity include:
- Logo: simple but memorable. Think Nike or Apple.
- Colors: a palette that evokes the right emotions. Blue for trust, red for energy.
- Fonts: never underestimate them. The right font sets the tone.
Inspiring cases:
- Coca-Cola: red and white are more than just colors; they’re symbols of joy.
- McDonald’s: the yellow “M” is so recognizable that you can spot it even in the dark.
- IKEA: blue and yellow instantly communicate comfort and affordability.
Tips for businesses
Here are some practical tips for businesses:
- Create a brand book. It’s your guide to consistency: logo, colors, fonts, photos.
- Adapt your design for all platforms. Your website, social media, and print materials should align seamlessly.
- Embrace minimalism. Too many details confuse, but simplicity attracts.
Design isn’t just about aesthetics; it’s a tool. It tells your customers that your brand represents quality and clarity. Successful brands understand this and invest in their visual story. It’s time to create yours.
How to stand out in the digital world
Your brand is like a lighthouse that needs to shine through the thick fog of information appearing daily on social media, websites, and advertisements. To ensure your client notices you, you need more than just clicking the “Launch Ad” button.
To grab their attention, your brand needs to be not just visible but remarkable. But how do you make your brand stand out?
Create a clear and recognizable image
Your brand should be associated with something unique. Just as Google became a symbol of search and Tesla of the future, define your strengths and make sure your audience understands them.
How to achieve this?
- Use unique colors, fonts, and slogans.
- Build visual associations.
- Highlight your strengths and communicate them across all touchpoints.
Example: think about McDonald’s. Their yellow arches are visible from miles away. Your task is to create a similarly powerful visual and emotional symbol.
Tell captivating stories
People don’t just want to buy; they want to feel emotions. Share how your product or service solves real problems or changes lives.
Idea: share a customer story about how they succeeded thanks to your product.
Be where your audience is
Choose platforms that are most suitable for your target audience. The digital world is vast, but your audience isn’t everywhere. Choosing the right channels can be the defining factor of success.
How to choose the right platform?
- Research where your audience spends time. For younger users, it’s TikTok and Instagram; for professionals, it’s LinkedIn.
- Focus resources on channels that deliver results.
- Optimize content for each platform’s specifics (this includes formatting, text style, and visuals).
Example: instead of trying to “conquer the entire internet,” IKEA focuses on Pinterest for visual inspiration and Instagram to showcase stylish solutions.
Personalization is magic
Make every customer a part of your story. Use analytics to create personalized offers that resonate with their needs. Additionally, craft unique messages that speak the language of your customer.
For example: an online store can display “recommendations” based on previous purchases.
Don’t be afraid to be bold
The fog won’t clear if you stay silent. Advertise, speak loudly and clearly. Use content that grabs attention: memes, videos, surveys. The key is to be engaging, not just to sell.
What else can you do?
- Embrace new formats: AR/VR, short videos, or live streams.
- Don’t forget creativity in visuals and headlines.
Real cases that inspire:
- Spotify: their “Wrapped” campaign at the end of the year sparks a wave of discussions. People eagerly share their data, and the brand receives organic promotion.
- Nike: inspiring athlete stories have become part of their DNA.
Thus, in the digital world, it’s not enough to be visible — you need to become a beacon that people want to follow. Be honest, emotional, and vibrant, and customers will surely find their way to you.
The power of community: turn customers into brand advocates
Your customers are not just buyers. They can become your best marketers. Imagine that each of your customers is a microphone amplifying your brand’s voice louder and more convincingly. But how do you turn regular customers into loyal advocates? The answer is simple: build a community.
Why community matters
Imagine your brand as a café. People don’t just come for coffee; they stay for the atmosphere. A community is your permanent table where customers not only drink coffee but share stories, return with friends, and post about you on social media.
How to build a community
Creating a community around your brand that inspires and engages is absolutely achievable. Here’s how to do it:
- Offer value. People join communities when they feel they’re gaining something special. This could be unique content, discounts, exclusive events, or simply the chance to connect with like-minded individuals.
Example: Tesla organizes events for car owners, fostering a sense of belonging to a global movement. - Make customers part of your story. Involve customers in your processes. Share their reviews, post their photos, and invite them to test new products.
Idea: Organize a contest where customers can suggest the name for your new product. - Communicate openly and honestly. Customers want to feel heard. Respond to comments, conduct surveys, and ask for their opinions. People appreciate brands that talk to them as equals.
- Use social media as a bridge. Your platforms are meeting points for your customers. Host live streams, share interactive content, and create communities on Facebook or Telegram.
Inspiring Cases:
- LEGO: they’ve built an entire world for their customers — communities where people share their creations, participate in contests, and even submit ideas for new sets.
- Monobank: their Telegram channel is more than just a support service; it’s a space where customers feel part of something greater.
Expert tip: be genuine
People can sense insincerity. If you want to create a true community, be honest, approachable, and a little bold. Share both your successes and challenges — it brings you closer to your audience.
Your first step to building a strong brand
Building a strong brand is a marathon, not a sprint. But every great journey begins with the first step. And that step might be an honest analysis: what makes your brand unique? Does your story resonate? Are your visual elements memorable?
What you should do right now
Here are a few key steps to make your brand stand out:
- Analyze your audience. Who are they? What interests them? What could inspire or entertain them?
- Create a clear voice and brand image. Your communication style should be recognizable and consistent.
- Build connections. Engage customers, create communities, and don’t be afraid to open up.
Your brand can become a beacon that guides your customers through a sea of options. The key is to be genuine, consistent, and bold.
