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Press Release – Pearl celebrates 12th anniversary milestone
December 15, 2020
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5 RULES FOR STARTING A BRAND

Whether you are launching a business, introducing a new product line, or embarking on a total rebrand, you are standing at a pivotal crossroad of starting a brand. What makes this stage so critical is the amount of responsibility your brand has to shoulder.

Your brand establishes your strategic position, which ultimately gives you leverage. It distinguishes your company from a sea of competitors. It helps your audience recognize you and relate to you. It can instantly establish trust and eventually create a following.

It’s an important process, so remember to follow our 5 rules for starting a new brand:

1. Don’t Skip the Marketing Audit
Successful brands all have one thing in common: they deliver a specific message to a specific market. They present their audience with a continuous brand experience across multiple touchpoints, using each and every interaction to reinforce their message.

If you hope to do the same, you have to start with a marketing audit to get a keen grasp of your market, your niche within it, and your objectives. A marketing audit requires taking an objective look at the good and the not-so-good aspects of your business in order to identify key factors like:

  • Your competition
  • Your target audience
  • How your product/service satisfies your target audience’s needs
  • Your company's strengths and weaknesses


2. Don’t Simply Throw Money at Your Brand
When you look around and see brands with a big market presence, it’s tempting to think the only thing standing in your way is a big marketing budget. However, buying tons of ad space and splashing your name on every platform available probably won’t move the needle in a meaningful way.

Before you spend a single dollar on media, invest the time and resources required to develop a clear brand strategy and message that will resonate with your target audience.

3. Identify Your Company's Secret Sauce
We pointed out earlier that your brand should set you apart from your competition. That's difficult to do unless you offer something unique. More importantly, you need to make that special something a key part of your brand marketing.

If low prices are your unique selling proposition (USP), this should be central to your brand’s messaging. If stellar customer support will be your claim to fame, put that USP front and center. Whether you smash the competition on shipping speed, product durability, or a magnetic lifestyle brand personality, make sure that aspect of your business shines.

If you’re not sure how to define your brand, contact us and we’ll share some fun brand exercises to kickstart your thinking.

4. Determine How You'll Reach Your Audience
Once you’ve clearly defined your brand, you can begin putting your marketing budget to work. You know who your brand is and what it will say and now you can decide where to say it.

There's no shortage of distribution channels and tactics to reach your audience. The challenge is identifying which are most relevant to your brand and your audience, and which will give you the most bang for your marketing buck. Some examples of the many opportunities:

  • Brand website
  • Third party websites
  • TV and streaming video ads
  • Pre-roll video ads
  • Social media
  • Digital marketing
  • Print ads
  • Email and newsletters
  • Direct mail
  • Branded content
  • Engagement/experiential marketing
  • Guerilla marketing
  • Trade shows
  • Right Item 5
  • Promotions and contests
  • Influencer marketing
  • Loyalty programs
  • Public relations


Unless you have unlimited time resources, you can't do everything. Be strategic as you map out touchpoints that are relevant to your audience and select marketing tactics that will give you the greatest impact and great mileage.

5. Engage Your Audience
Gone are the days of slapping your logo on everything in sight and expecting customers to pay attention. Modern branding involves showing your audience that you appreciate their attention and intelligence. That means interacting with and engaging them on their terms.

Of course, social media is the channel that receives the most attention, but it's not the only one. And depending on your business and personality, it may not be the best or primary solution for your brand.

Engagement can be done through email, blogging, mobile apps, experiential marketing, etc. The channel itself isn't as important as the fact that you connect with your customers, so make sure to choose a platform they regularly and actively engage with.

Starting a Brand: Summary
Launching a new brand requires preparation and prioritization. Set aside enough time to create a plan for your brand. Build a solid framework by performing a marketing audit. Identify your unique message and prepare to promote it consistently and aggressively. Avoid wasting marketing dollars by focusing on relevant touchpoints and tactics. Continue to engage your audience.

Starting a brand is an exciting challenge, and it helps to have experts guide you through the process. Contact us for more information about our brand development process, branding and identity solutions, and marketing services for the launch and longevity of your brand.

Whether you are launching a business, introducing a new product line, or embarking on a total rebrand, you are standing at a pivotal crossroad of starting a brand. What makes this stage so critical is the amount of responsibility your brand has to shoulder.

Your brand establishes your strategic position, which ultimately gives you leverage. It distinguishes your company from a sea of competitors. It helps your audience recognize you and relate to you. It can instantly establish trust and eventually create a following.

It’s an important process, so remember to follow our 5 rules for starting a new brand:

1. Don’t Skip the Marketing Audit
Successful brands all have one thing in common: they deliver a specific message to a specific market. They present their audience with a continuous brand experience across multiple touchpoints, using each and every interaction to reinforce their message.

If you hope to do the same, you have to start with a marketing audit to get a keen grasp of your market, your niche within it, and your objectives. A marketing audit requires taking an objective look at the good and the not-so-good aspects of your business in order to identify key factors like:

  • Your competition
  • Your target audience
  • How your product/service satisfies your target audience’s needs
  • Your company's strengths and weaknesses


2. Don’t Simply Throw Money at Your Brand
When you look around and see brands with a big market presence, it’s tempting to think the only thing standing in your way is a big marketing budget. However, buying tons of ad space and splashing your name on every platform available probably won’t move the needle in a meaningful way.

Before you spend a single dollar on media, invest the time and resources required to develop a clear brand strategy and message that will resonate with your target audience.

3. Identify Your Company's Secret Sauce
We pointed out earlier that your brand should set you apart from your competition. That's difficult to do unless you offer something unique. More importantly, you need to make that special something a key part of your brand marketing.

If low prices are your unique selling proposition (USP), this should be central to your brand’s messaging. If stellar customer support will be your claim to fame, put that USP front and center. Whether you smash the competition on shipping speed, product durability, or a magnetic lifestyle brand personality, make sure that aspect of your business shines.

If you’re not sure how to define your brand, contact us and we’ll share some fun brand exercises to kickstart your thinking.

4. Determine How You'll Reach Your Audience
Once you’ve clearly defined your brand, you can begin putting your marketing budget to work. You know who your brand is and what it will say and now you can decide where to say it.

There's no shortage of distribution channels and tactics to reach your audience. The challenge is identifying which are most relevant to your brand and your audience, and which will give you the most bang for your marketing buck. Some examples of the many opportunities:

  • Brand website
  • Third party websites
  • TV and streaming video ads
  • Pre-roll video ads
  • Social media
  • Digital marketing
  • Print ads
  • Email and newsletters
  • Direct mail
  • Branded content
  • Engagement/experiential marketing
  • Guerilla marketing
  • Trade shows
  • Right Item 5
  • Promotions and contests
  • Influencer marketing
  • Loyalty programs
  • Public relations


Unless you have unlimited time resources, you can't do everything. Be strategic as you map out touchpoints that are relevant to your audience and select marketing tactics that will give you the greatest impact and great mileage.

5. Engage Your Audience
Gone are the days of slapping your logo on everything in sight and expecting customers to pay attention. Modern branding involves showing your audience that you appreciate their attention and intelligence. That means interacting with and engaging them on their terms.

Of course, social media is the channel that receives the most attention, but it's not the only one. And depending on your business and personality, it may not be the best or primary solution for your brand.

Engagement can be done through email, blogging, mobile apps, experiential marketing, etc. The channel itself isn't as important as the fact that you connect with your customers, so make sure to choose a platform they regularly and actively engage with.

Starting a Brand: Summary
Launching a new brand requires preparation and prioritization. Set aside enough time to create a plan for your brand. Build a solid framework by performing a marketing audit. Identify your unique message and prepare to promote it consistently and aggressively. Avoid wasting marketing dollars by focusing on relevant touchpoints and tactics. Continue to engage your audience.

Starting a brand is an exciting challenge, and it helps to have experts guide you through the process. Contact us for more information about our brand development process, branding and identity solutions, and marketing services for the launch and longevity of your brand.