How to Build a Brand That Lasts | DMA

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How to Build a Brand That Lasts


Your brand is more than just a logo or a name – it’s the heart, soul, and voice of your business. It’s the brand story, and what it means to the people’s lives it touches.

Whether creating a new brand from scratch or growing an existing one, you never want to disconnect from these core elements. Taking your finger off the pulse could lead to inconsistent messaging, or worse, damage your brand’s reputation.

As a creative marketing agency, we stand at the forefront of all things branding. So, if you’re thinking of building, growing or repairing a brand, or like us, you just like reading about branding – read on!


How do you know the beating heart of your business without a clear brand definition? When bringing a brand into existence, the first fundamental step is defining your brand identity.

Define Your Brand Identity

Start by asking questions like: What are your core values? What is your brand mission and purpose? Who is your target audience? Understanding these elements is crucial, as they will shape the personality and image of your brand.

Emotions are the building blocks of lasting brands. Be authentic and unique in defining your brand identity; this will help you stand out in the competitive marketplace.

Develop a Strong Visual Identity

Once you know what you stand for, what do you want the brand to look and feel like? And how does this align with the values and audience you’ve identified?

We’re not talking… ‘I have a logo, job done.’

Visual identity is SO much more than that.

It’s also the colour schemes, typography and design elements; and how these puzzle pieces connect to convey your brand message.

As humans, we’re visual creatures. So, when it comes to visual identity, consistency is key.

Consistency is the driving force behind brand recognition and memorability. Think about the brands you know and love, take away their logo, could you still recognise them from their colours, fonts, tone of voice and use of imagery alone?

Tell a Compelling Story

Every brand has a story. And sharing it effectively can connect you with your audience on a much deeper level.

Try crafting a narrative that communicates your brand mission, history and values in a way that resonates with your target audience.

How you tell your story is important too. It’s a great way for your brand to show its personality. Crafting a clear tone of voice across all your marketing helps build brand recognition and create an emotional connection with your audience.

Build an Online Presence

In today’s digital age, having an online presence is essential. Using digital channels can help your message reach a much wider group of active listeners.

Creating a user-friendly website that reflects your brand identity is a great place to start. A website is not only your social proof – it can act as a bustling hub for your content, products, services and reviews.

Hang out where your target audience spend their time online. Engage with them through social media accounts, email, or a blog; whatever channel gets people engaged. It may take some trial and error to discover what works best for your business.

Once you’ve got their attention, start a conversation to get your brand seen and heard.


Growth is great, but even the most established brands need realigning from time to time. When your brand has been about for a long time, it can be easy to lose sight of where you started and where you’re going.

Reevaluate Your Brand Strategy

Taking the time to regularly reassess your brand strategy will make sure you keep on track. With that being said, just because you started out with a goal, it doesn’t mean you can’t move the goal posts. Brands need to continuously evolve to stay relevant.

Identifying areas where your strategy might need adjustments or improvements will ensure your brand aligns with the ever-changing market landscape and customer expectations.

Expand Your Product/Service Portfolio

Diversifying your product or service offerings can open up new opportunities for growth. Consider introducing complementary products or services that cater to a broader customer base while aligning with your brand identity and values.

Engage Your Audience

Your audience is your most valuable asset. Continue to actively engage with them through social media, email marketing, and other channels.

Encourage user-generated content, gather feedback, and build a community around your brand. Engaged customers are more likely to become brand advocates.

Collaborate and Innovate

Partnerships and collaborations with other businesses or influencers can extend your brand’s reach and create new opportunities.

Embrace innovation and stay up-to-date with emerging technologies and market trends to remain competitive and meet the changing needs of your customers.

Monitor and Adjust

Data and feedback are worth their weight in gold. Make sure you’re continuously monitoring the performance of your marketing efforts.

All the insights you need are at your fingertips: analyse customer feedback, track key performance indicators, and adjust your strategy accordingly. Staying responsive to changes in the market and customer preferences is vital for growth.


Sometimes brands get it wrong too. And because brands live in a very public space, they can often be open to scrutiny. But how can you fix the damage to a brand’s reputation?

Identify the Issues

If your brand’s reputation is damaged, start by identifying the root causes.

Understand what led to the damage – whether it’s a product issue, a PR crisis, or another factor. This diagnosis is essential for devising an effective recovery strategy.

Develop a Recovery Strategy

Create a clear and comprehensive plan for addressing the issues. Communicate your commitment to rectify the situation and rebuild trust.

Plot out what actions you will take and how you will communicate them to your audience.

Reconnect with Your Audience

Rebuilding trust starts with active communication and acknowledging past mistakes.

Engage with your audience transparently and authentically. Address their concerns directly, listen to their feedback, and offer solutions or compensation when necessary.

Rebuild Trust Gradually

Restoring trust takes time. Consistency in your actions, transparency in your communications, and a clear commitment to improved quality are essential.

It’s vital to show that your brand has learned from its mistakes and is dedicated to providing better experiences in the future.

Rebrand if Necessary

In some cases, a complete rebrand might be necessary to distance your brand from past issues.

Consider refreshing your visual identity, revising your messaging, and realigning your core values. A fresh start can signal your commitment to change and improvement.

Final Thoughts

The world of branding has endless possibilities for new brands to emerge with fresh ideas, existing brands to level up their game, and brands that have taken a hit to reinvent themselves entirely.

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