Determining the Target Audience: First of all, it is necessary to determine who the target audience of the brand is. Factors such as age, gender, income level and interests are taken into consideration when defining the target audience.

Competition Analysis: It is necessary to analyze how competing brands are formed and how they appeal to the target audience.

Determining Brand Values: Brand values are the characteristics that determine the benefits a brand offers and its relationship with its target audience. These values are directly related to the identity and personality of the brand.

Name and Logo Selection: The name and logo are the most important parts of the brand; both help the brand to connect with its target audience and be memorable.

Determining Communication and Marketing Strategy: The communication and marketing strategy determines how the brand will communicate with its target audience and carry out promotional activities. This strategy enables the brand to interact with its target audience and increase brand awareness.

Taking these steps correctly and a successful brand building process can help consumers build a strong bond with the brand and help the brand create loyal customers.

Let’s talk about brand positioning!

Brand positioning can be explained as the process of identifying the unique benefits, features and personality of the brand as perceived by the target audience and determining its place in the minds of the target audience. This process is extremely important for the brand to be understood and recognized by its target audience. A good brand positioning helps the brand to gain a strong place in the minds of consumers, differentiate and gain competitive advantage.

Identifying the target audience and brand values and analyzing the competition are crucial steps in brand positioning as well as in brand formation. The key point in terms of brand positioning also includes the determination of what to do in terms of interpreting these features put forward in the brand formation process correctly and transferring them to the target audience in the most effective way. At this point, two important steps come into play:

Determining the Brand Message: The brand message is a tool used to communicate the benefits and features offered to the brand’s target audience. The brand message should be an expression that emphasizes the uniqueness of the brand, appeals to the target audience and reflects the brand’s personality.

Positioning Strategy: The positioning strategy involves a plan that reflects the brand’s unique benefits and personality to the target audience and determines how the brand will be perceived by the target audience.

Differences and similarities

As a result, correctly identifying the differences and similarities between brand building and positioning is among the most important factors that determine the success of the outcome. Let’s take a brief look at these similarities and differences once again:

In brand building, the brand name, logo, colors, typography and other visual elements are determined while creating the brand identity. It also defines the brand’s personality, values and target audience. Brand building focuses on laying the foundations of the brand and creating the basic building blocks necessary for the brand to be recognized and remembered by its target audience.

Brand positioning is the process of identifying the unique benefits, features and personality of the brand as “perceived” by the target audience and determining its place in the minds of the target audience. This process determines how the brand will communicate with its target audience, how it will differentiate itself from competitors, its brand values, message and positioning strategy.