How to be a Strong Brand in 2021

Building a strong brand in 2021 will look a little different to previous years due to the impact 2020 had on all of our lives. People are entering this new year with a lot more compassion and empathy and are looking for that within your brand too.

A strong brand doesn’t happen overnight. It takes discipline, planning and a lot of dedication. Although many of the old rules apply entering into 2021 there are some new factors that need to be taken into consideration and put into play if you want your brand to stand out amongst the crowd this year.

Below, we have outlined ways in which you can create a strong brand in 2021 and for years to come.

Have a clear purpose

After the effects of 2020, people want something to believe in, now more than ever. That is why it is so important that as a brand you have a strong purpose. Ensure you are clear in your messaging of that purpose and that each decision made is with that same purpose in mind. Ensure that your purpose aligns with that of your customer. Everyone within the business or comes in contact with it must have a clear understanding of your purpose.

Here are 5 questions you can ask yourself to define your brands’ purpose;

1. Why did you start your brand in the first place?

2. What change do you want your business to bring to the world?

3. What change does your ideal customer want to see?

4. What strengths are you bringing to the market?

5. What would you like your customers to know you for?

Once finished answering these questions, you will have a defined brand purpose.

Now you can start sharing this purpose with your customers both through words and more importantly through action.

Be Distinct and Aware

It is so important that you understand your competitors and your audience when creating a distinct & unique brand. No matter what, you are always going to have competitors whether they are easy to find or not. Find 3-5 top competitors and analyze what they’re doing right and also what their faults are. You aren’t looking for something to copy, but an opportunity to be different and stand out from the crowd.

Understanding your customers and knowing exactly what they want and when they want it, will help your business build a credible reputation. If you are unsure of who your customers are then start by creating customer personas. List your ideal customers’ age, location, occupation, etc. It is important that you are “listening” to your customers. Ensure you understand what platforms they’re using and what topics they are discussing. People buy to solve problems that arise at different times, so it is important that you continue to engage with customers, be aware of current affairs, and flexible enough to adapt.

Have Consistent Messaging

It is vital that you are not only clear but consistent in your messaging. Ensure you write down what your mission, vision, and values are and reference them each time you are creating content or making a decision. It is important that you create a brand voice and stick to it. You should be able to describe your brand voice in three simple words and use it across all of your messaging. When you are consistent in your messaging, you will appear as a strong and credible brand. Customers will look to you as an industry expert in which they can trust.

Have Consistent Visuals

Becoming a strong brand in 2021 is all about having a unified and powerful brand identity. If you have a clear understanding of your customers, your core values, mission, and brand voice then your visuals should come together easily. However, if you are struggling. You can use Coolors to help choose the perfect colours for your brand. You can also browse apps like Pinterest for inspiration and use websites such as WhatTheFont to help you choose the perfect fonts for your messaging. If you don’t have high-quality imagery, you can use websites such as Pexals or Unsplash for free stock photos.

Once you have your brand colors, fonts, and imagery, head to Canva where you can create a brand kit and start using templates with all of your branding to create the most consistent content.

Become your Brand

Once you have a clear understanding of who your brand is and what it believes in, you must now ensure that this is felt and understood at every single touchpoint. This doesn't just mean social media, this means in all internal communications, customer support, newsletters, etc. Encourage all those involved with your business, including your customers to become brand ambassadors. “Word of mouth” is the best form of marketing and will result in your brand becoming stronger and stronger in 2021 and years to come.