
2 tips for your own brand building
Published on August 30, 2022
Brand building is not just choosing a catchy name and logo, or offering a product you believe everyone needs or desires. To truly build a brand, you must also think in its legacy as a cultural reference for thousands of people.
That is, building and consolidating a brand requires thinking about it as something that will accompany both the public and private life of many individuals. It will be with them throughout many experiences in their lives.
Solid values
The first step in this brand building journey is defining the essential values to the project. Most values we can think of are virtues of human beings, but they can help define a brand too. That is because behind a brand, there are always people, who work and pass on their values to the brand.
Therefore, one must ask: how do those values are reflected in the products and services that the company is offering their clients? Honesty, solidarity, heroism, responsability, integrit, those are some of the values that may be part of a brand, which are essential to the growth of both the people behind the business, and the business itself. Some values may be defined from the very start, but others will arise as you walk down the road, and perhaps come to the conclusion because of what your clients tell you, that one of your biggest assets is empathy, for example, even if you hadn’t considered it before.
At its core, what is it that you are offering? Why is it important to others? What sort of impact will it have across the world? By answering those questions, you may come up with different values that will help your brand grow and distinguish itself from others.

Creative storytelling
One of the most powerful tools in the process of brand building is storytelling. As its name indicates, it is about telling a story that reflects the origins, and values of the brand so that it can have an impact in the world.
This is the stage where values, the mission and vision of the brand, truly come to life and start getting into people’s minds and hearts, thus creating a cultural link between the company and society. Examples of good storytelling are those in which the brand truly made itself present; perhaps in its origins, it decided to fight against injustice or global warming.
There are many ways to work on a storytelling, and it does not necessarily need to be a Hollywood-style blockbuster (even if it lasts 1 or 2 minutes). You can resort to a simple photograph whose audiovisual language aims to bring together everything that makes up a company and its offerings; a sequence of images or a simple infographic. Here creativity plays an important role.
At X eleva we believe that the cultural impact of a brand must always be in favor of society and that it really has a function of making the human being grow and accompany him in his life project.
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