If you were to ask multiple marketing and branding experts to define the term “brand” or to share insights on “brand building”, each response would likely be a little different from the other. Not because the world of branding doesn’t have a clearly defined definition, but because the subject matter is a complex process that involves many elements.

Generally speaking, a brand is the “thing” that defines who you are; the collective image consumers see. While branding is the series of “things” that you do in order to gain the attention and loyalty of the desired audience.

Strong brands are recognizable with or without supporting text. They are household names. Think of the “golden arches”, for example. Almost immediately you are aware of which quick service restaurant (QSR) logo resembles “golden arches”. You may have visualized it as you read the words and were able to associate its name without having to see it in print.  This is known as brand recall or brand awareness. Consumers know the brand no matter what. That however, is not to be confused with support of the brand. It just means they are aware of its existence. The reason you purchase a particular item from them and not another QSR is known as brand loyalty.

While achieving “mega-brand” status may be a far-reaching goal for most people, the principles of branding are universal and can be applied regardless of the size of the brand or its geographical reach. Strong brands demonstrate three core elements of brand building; they are consistent, authentic, and relevant.

Be Consistent.

Before you spend thousands of dollars creating your brand ID, ask yourself “Who am I?” “What do I want to communicate?” “What do I have to offer?”

The backbone of your brand are your collateral materials – first and foremost your logo, followed closely by the tag line and mission statement. These three elements should be captured in every collateral piece for your brand. This includes your website, business card, social media profiles, brochures, newsletters, company boilerplate, ads, and so on. The look and feel (color, font, imagery, style) of your brand’s collateral materials should be consistent throughout.

Ensure the clarity of your message both in written form and when you speak about your brand. Use the same tone and the same verbiage – consistency is imperative. It may feel repetitive to you, but it helps your target audience remember your messaging when every touchpoint for your brand is delivered with the same tone. The person reading your profile statement and /or brand message should be able to understand what you do, and what you offer. Even if they are not interested in what you offer at the time, with rare exception, the text should not be so technically verbose that the message cannot be understood.

Be Authentic.

Be who you say you are. It’s hard to be something you are not, and even more difficult to resonate with your target audience if your messaging and deliverables are out of synch.

Let’s say for example, you are just starting out as a blogger and your brand’s social media profile suggests you are an authority on designing custom jewelry. Your audience would expect to read posts centered heavily on all things custom jewelry and less on recycled posts, non-jewelry related posts, and photos of the kids, (unless they are wearing said custom jewelry, of course).

Take a good look at who you have said you are and then examine the content you actually share across all channels. If you find any discrepancies, consider revising your profile or your approach to the content you share. Customers tend to have short attention spans, and are less inclined to buy-in if they cannot figure out the benefit to them for doing so. Which leads us to a key area of brand building…

Be Relevant.

Part of the brand building process requires a bit of market research. Who is your audience? What do they like? How do they communicate? Through research, you can better understand things like their habits, and buying patterns. Once you know what your ideal consumer looks like, you can then develop a plan to reach them. The idea is to meet people where they are in the moment, meaning, give them what they need and want.

We live in a fast-paced society where the consumer is often overwhelmed with steady streams of information and plenty of options. For your brand to rise above the clutter; focus on being consistent, authentic, and relevant. 

UP NEXT: You Are The Boss

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The NFLPE Women's Community "Defining Your Career" series offers useful and practical advice for boosting your career at any stage. Check back every two weeks for new articles and share your perspective in the comments.