In today's global market, a significant shift in consumer trends is taking place—gradually transitioning from the previous focus on "product functionality" and "price advantages" to a competition dominated by "brand power.".

Over 70% of consumer decisions are directly influenced by brand image and values, particularly among younger generations (Generation Z and Millennials), who are more inclined to choose brands that resonate with their lifestyle or beliefs. In other words, brand has become the core key to whether a company can achieve loyalty and sustained sales.

Building a brand from scratch is far from easy. It is neither as simple as registering a name and designing a logo, nor a one-time task. Rather, it is a long-term process that requires planning, design, validation, iteration, and execution.

Confirm the category and establish brand positioning.

 After understanding the audience and industry, you need to select an entry category.

Then you need to infuse the brand with soul:

What is your brand story?

What is your unique proposition that consumers will remember?

Is your positioning "affordable high quality" or "extreme high luxury"?

These elements will determine all your future brand decisions.

Building brand identity and design language

The first impression of a brand often comes from its visual appeal.

Brand name Logo、 Consistency in color system, font, packaging design, and extending to social media visuals.

Consumers' reactions to design are subconscious. A study by Harvard Business School suggests that people develop an intuitive impression of brand visuals within 0.05 seconds. This means that a poorly designed logo that does not match its positioning may lose potential customers from the beginning.

Product development and manufacturing

When a positive signal is obtained during the verification phase, it can be officially put into research and production. Starting from this step, the brand is no longer limited to "slogans" and "stories", but needs to be visualized, producible, and reusable.

The core logic is

Brand positioning → Design Language → Signature elements

Establish 'brand identity elements'

Not relying on logos, it can still be recognized at a glance

Design to development implementation

Incorporate brand elements (color, structure, hardware, graphics) into product design specifications to ensure consistent recognition for each product.

The product development stage is not just about "production", but about giving the brand a specific carrier in each product.

Shaping brand image

The brand image is not Logo, but a sense of wholeness

It includes consistency between packaging and product appearance

The tone between official websites and social media

The emotional experience of consumers when they come into contact with a brand

For example, Patagonia 'outdoor brand strength does not only come from its products, but also from its "environmentally sustainable" brand value, which permeates product materials, marketing copy, and even corporate public welfare actions.

Brand is a long-distance race

There is no shortcut to building a brand.

From scratch, it requires analysis, positioning, design, testing, manufacturing, promotion, and finally returning to internal cultural consumer relations.

But as long as you go in the right direction, a brand with soul, story, and consistency will ultimately stand out in the market and attract consumers who truly identify with it.

The product may be imitated, but the brand is difficult to replicate.

If you can successfully build your own brand, then you not only have a business, but also create a value system that can accompany consumers for a long time.