Steps to Building a Brand: How to Build a Brand from Scratch in 2025

Product branding is more than just a logo or a catchy slogan. It is how your customers perceive your product or service. 

Get it right, and many customers will purchase your product. Conversely, wrong or subpar product branding will hurt your conversion rate.  

Don’t take my word for it, though. According to research: 

• 81% of consumers only buy from a brand they trust 
• 60% of companies affirmed that branding added 10% to their growth 
• 77% of consumers make purchases based on a brand name 
• 63% of customers are willing to buy from a known brand 

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We’re living proof of this ourselves. Think about it – when was the last time you purchased something from an unfamiliar brand? Exactly! We all prefer to make informed decisions before buying, and your customers do, too.  

In this article, you’ll learn the basics of product branding, why you need it, and ten (10) practical steps to get started. 

What is Product Branding?

Product branding is the process of creating a unique identity through your name, logo, design, packaging, messaging, and overall customer experience. It helps distinguish your product from competitors and aids brand recall and builds consumer loyalty.

Examples of brands with a strong branding strategy are Coca-Cola’s red-and-white design, Apple’s sleek and minimalistic approach, and Nike’s swoosh logo paired with the “Just Do It” slogan.

Why is product branding important? 

• It differentiates your product apart from the competition 
• It commands a higher perceived value 
• It guarantees a unified and consistent message across every marketing channel
• It creates an emotional bond with consumers 

Learn exactly how to implement this brand-building strategy inside the HighTicket.io Program—built for entrepreneurs serious about scaling.

How To Brand Your Product In 10 Steps

Jeff Bezos says, "Your brand is what other people say about you when you are not in the room." I definitely agree. 

Building a brand means creating a good and memorable expression of your products in people’s minds. It makes you their first choice when they’re searching online for related products. 

Here are some steps to take to develop a compelling brand image that resonates with your customers:

1. Identify Your Target Audience

The first step to successful branding is identifying your target audience. Your product isn’t meant for everyone, so it’s important to narrow down and focus on the specific group of people who will benefit most from what you offer. 

To do this, create a buyer persona- a detailed profile that represents your ideal customer. A detailed persona should contain: 

• Demographics: Age, gender, income, education, and location.
• Psychographics: Interests, values, lifestyle, and personality traits.
• Challenges: Specific problems your product or service can solve.
• Buying Behavior: Preferred shopping platforms, frequency of purchases, and other decision-making factors.
• Online Activity: Social media usage, favorite hashtags, and preferred content types.

Tools like Google Analytics, Hubspot, or Google Search Console can give you a starting point for your audience demographics: 

You can also gather qualitative data directly from your audience by inserting pop-up forms with HotJar: 

You can also gather qualitative data directly from your audience by inserting pop-up forms with HotJar: 

Read more: Quantitative vs qualitative user research and how to create a buyer persona.

If you're just getting started, make sure to read our How to Start a Dropshipping Business: The 7-Step Guide to understand the foundation of launching your online store before diving into branding.

2. Do a Competitor Analysis:

After identifying your target audience, the next step is conducting a competitor analysis to determine your market’s strengths, weaknesses, opportunities, and threats. This is called a SWOT analysis, and it helps you uncover key insights about your competitors and opportunities to capitalize on. 

This data also helps you answer questions like: 

• What are my competitors doing right?  
• Where are they falling short, and how can I fill those gaps?
• How can I position my products or services to attract my target audience?

Some of the vitals to look out for are:   

• Brand Identity (includes logo, color, typography, and brand message)
• Customers’ Review - The best place to get honest information about your competitors’ strengths and weaknesses
• Package material quality and sustainability
• Functionality (in terms of website usability)
• Brand consistency across various channels
• Customer experience (unboxing)

With this data, you’ll identify opportunities to stand out in the marketplace. 

Read more: How to do competitive analysis for branding. 

3. Create a Memorable Brand Name

The best brand names are concise, simple, and memorable. It should capture the essence of your brand/product and its unique values. 

To create a lasting brand name, center your approach on the emotions you want your audience to connect with your brand. Ideally, your brand name should resonate with them as it goes a long way in building brand loyalty. More importantly, it should be flexible enough to grow with your business.   

There are seven types of brand names:

• Eponymous: Named after the founder (e.g., Disney, Burberry).
• Descriptive: Tells you what the company does (e.g., American Airlines).
• Real words: Words with meanings (e.g., Uber, Slack).
• Composite: A combination of two words (e.g., Facebook, Starbucks).
• Invented: Unique, made-up names (e.g., Google, Pinterest).
• Associative: Reflects something related to the brand (e.g., Amazon, Red Bull).

After choosing a brand name, define the idea behind it. For example, Nike stands for winning, and Apple represents simplicity. 

Tip: Confirm that the domain and business name are available and don’t have negative meanings in other languages.  

 4. Build your brand image

People first think of your brand image when they hear your name. For example, you think of entertainment whenever you hear Netflix, and luxury fashion for Louis Vuitton. That’s the power of a strong brand image!  

Technically, a strong brand image: 

• Reflect your company’s purpose and values, 
• Set you apart from competitors and 
• Attract the right audience. 

To build a strong image: 

Create a Position Statement:

This outlines what makes your brand unique and why customers should choose you. Your position statement should be concise and easy to read while highlighting your value proposition. 

You can use this framework:

“For [Target Audience], [Brand Name] is the [Product Category] that [USP], because [Reason to Believe]. Unlike [Competitor], we [Unique Differentiation].” 

See this example from Wendy’s, a fresh food brand: 

Develop a Brand Voice:

Every brand should have a unique voice, just like humans. So, think of your brand as a person. How will you describe it? Is it friendly, professional, or playful? You want to ensure your brand tone matches your values and resonates with your audience. 

Tip: If you run a franchise brand or have a marketing team, create comprehensive brand guidelines that outline your communication style. This helps to ensure consistency across all channels and touchpoints. 

5. Create a compelling brand Story

Everybody likes a story. A story is a powerful tool for connecting with your target market, reinforcing authenticity, and differentiating your brand. 

A well-crafted brand story also personalizes your brand and allows you to attract users who share similar values. It’s an opportunity to highlight why your brand exists, the challenges you’ve overcome, and the impact you want to make.

For instance, I started HighTicket to help regular people build a sustainable high-ticket online business—that’s how I coined the brand name. After failing multiple times to find what works in the e-commerce industry, HighTicket is my way of giving back—to connect with others like-minded individuals and help them surmount (or avoid) the roadblocks I faced. 

Today, High Ticket has helped over 2,000 students from around the globe and generated $30M+ in revenue for them.  

As you can see, a compelling brand story helps your target customers to understand the “why” behind your product. 

So, think about what inspired you to start the company, the interesting ways you overcame some difficulties, or how much work you did to create the perfect solution for your customer. 

See this excellent example from United by Blue, a sustainable and ethical goods brand: 

Other tips to help you create a relatable brand story are: 

• Understand your product and how it fits into your story. This will help you sell an outcome instead of a “product.” 
• Keep your brand story clear and straight to the point. 
• People connect with people. So, tell YOUR story. Let them know the “human” side of your brand. 
• Be authentic. Customers can easily sniff out a corny story from the get-go. 
• Live up to your story. Your story and brand values should not differ from the product’s purpose. 

6. Create a memorable brand logo: 

Your logo isn’t just a random image; it’s the face of your brand. It’s the first thing customers notice and the symbol they associate with your business. This is why you need to create the one that: 

• Tell your story
• It is timeless and unique 
• Communicates your brand 
• It is eye-catching and memorable 

The best part is that your logo doesn’t have to follow the conventional styles. There are different options you can explore to build a memorable and timeless logo for your brand. Some of them are: 

• Wordmark: Use your company name as the logo, like Google or Disney. Focus on typography and colors to communicate elegance or sophistication.

• Pictorial Mark: Pick an icon or symbol, like Twitter’s former bluebird, to represent your brand and make it instantly recognizable visually.

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• Abstract Mark: Get creative with shapes, lines, and colors to express your brand’s essence, like Pepsi’s swirling circle or Mercedes-Benz’s star.

• Emblem: Combine text and imagery in a badge-like design like Starbucks or Lacoste to highlight tradition or heritage.

• Mascot: Create a character, like KFC’s friendly logo, to build emotional connections and appeal to families or kids.

Once you’ve chosen a design you love, display it on your website and other platforms.   

Tool: Shopify’s free logo maker allows you to create a simple, personalized logo with one click. You can browse their pre-set templates and adjust the colors, fonts, and layout to your preference. 

Canva is also a great place to find high-quality, editable logo designs for your brand: 

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Next…  

7. Establish a visual Expression:

This is the glamorous and colorful part of your brand. It involves all the visual elements that make your brand — think website, billboards, product packaging, store design, etc. 

Which color should you use?

Every color has an inherent meaning and can evoke specific emotions in your audience. For example, red is associated with passion and energy, while blue signifies trust and tranquility. 

Choose the color that best connects with your target audience and reflects your brand’s core values. For instance, if you want to project a sense of peace and trustworthiness, add shades of blue into your branding. You can also combine colors to give a thrill and exciting feeling. 

Tip: If you have multiple options and don’t know which to choose, use A/B testing to see which resonates most with your audience. 

Which Font and Size to Use?

To give your brand a professional look, select a font that matches your brand personality and complements your brand logo and color. For example, if your company centers on innovation, go for a sleek, modern sans-serif font like Futura or Montserrat.

If you prefer a reliable outlook, use a classic serif font like Times New Roman or Georgia.

Choose a font size that can be used across different platforms, such as websites, printed material, and billboards. To maintain visual consistency, avoid using more than three font sizes. 

The rule of thumb is to use a large (bold) font for your heading. Your body text can adopt a slightly smaller font size, but must be readable. An example is shown below.

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Your Aesthetic elements and effects

What feeling(s) do you want your brand to evoke? This is where your visuals come in. For best results, maintain high-resolution visuals to improve user experience. 

See this excellent example from the Nevada Family Law Group, a family law firm in Nevada. I love how they used the picture of a playful home to communicate their skills in handling family legal matters: 

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8. Adopt a catchy slogan: 

After setting your brand visuals, you need a short, intriguing slogan that resonates with your audience. 

Here’s the thing—not every business needs a slogan. But having one can make it easier to express your brand’s essence in a way that sticks. Take Nike’s “Just Do It,” for example. It sparks motivation and adrenaline, perfectly resonating with its athletic audience.

An effective slogan should be:

• Concise
• Emotionally resonant, sparking positive feelings in both current and potential customers
• Easy to remember
• Distinctive, capturing what sets your brand apart

9. Launch and collect feedback:

After gathering insights and implementing the necessary changes to improve your brand image, it is time to observe the results and gather customer feedback. 

Use analytics tools like HotJar, Google Search Console, Ahrefs, etc., to keep track of key metrics such as: 

• Website traffic, 
• User engagements,  
• Customer satisfaction scores, 
• Conversion rate  

You can use A/B testing to see how your customers react to different versions of your website copy, color palette, and visuals. This data can inform your next steps and help you decide what will work best for your product in the long run.  

10. Maintain a consistent brand identity 

Brand identity is not built quickly. Consistent efforts are required to familiarize your audience with your products. This is because once your audience has a mental picture of your brand identity, it becomes difficult for them to change it. It also makes your brand look professional across all platforms.  

To achieve a consistent brand identity, create comprehensive brand guidelines highlighting your company’s dos and don’ts. You can always review these guidelines as you scale. 

What Are The Essential Elements Of Building A Brand?

Here are other vitals to help you build a strong brand: 

Your mission statement and Vision: 

Your brand identity revolves around your mission statement and vision (which is what you intend to achieve through your product). To create one, ask yourself these questions:

• What impact do I like this product to have? 
• How do I intend to achieve it? 
• What results do I want in the next 5-10 years? 

Brand Experience: 

This describes how customers interact with your product at every touch point.It encapsulates your customer journey, from discovery to advocacy.  

Product quality and customer service are the two significant factors influencing customer experience. This is because if  your product or brand fails to meet user expectations, they’re more likely to go to your competition. Always provide quality customer service, and ensure your product (actually) solves their problems.

Target audience: 

Your customer satisfaction is the focal point of your product sucess. Understanding your audience allows you to tailor your brand, messaging, and marketing efforts to reach the right people. The more you know about them, the better you can position your brand as the go-to for all their problems. 

Brand Assets: 

Brand assets are the visual and verbal tools that define a company’s unique identity. This includes the logo, color palette, typography, and other visuals. They distinguish you from the competition and aid brand recall.   

Conclusion 

Branding your product or online business is a never-ending process. As customer behavior changes, it’s best to take an agile approach to stay relevant and deliver a seamless experience that matches their needs. Monitor market trends, listen to customer feedback, and adapt your strategy accordingly. 

Also, keep in mind that consistency is important. While you scale, try not to water down the actual essence of your brand – your USP, personality, and values. 

If you’d love to learn more about how to build a sustainable online business, check out my free drop-shipping course. It contains all the essentials you need to know – how to brand your product, the best products to choose from, how to find high-ticket suppliers and many more. 

FAQs

1. How do I start branding a product?

Branding an e-commerce product starts with defining your unique selling proposition (USP) — what makes your product different from competitors. Here’s how to begin:

• Understand your target audience. Research their preferences, shopping behavior, and pain points.
• Create a compelling brand identity. Choose a memorable name, design a professional logo, and select a brand color scheme.
• Develop a strong brand voice. Your voice should always align with your target audience. 
• Optimize your e-commerce store. Ensure your website design, product descriptions, and visuals are all on-brand.
• Create a content marketing and social media strategy to build brand awareness and connect with customers. 
• Deliver an exceptional customer experience. Fast shipping, seamless checkout, and excellent customer support all improve your brand’s reputation. 

2. What are the 5 C’s of branding?

The 5 C’s of branding are:

1. Clarity – Communicate what your brand stands for and what problem it solves.
2. Consistency – Maintain uniform branding across your website, social media, and packaging.
3. Credibility – Build trust with high-quality products, informative guides, authentic reviews, and excellent customer service.
4. Connection – Engage with customers through storytelling, personalized marketing, and social media interactions.
5. Community – Build a loyal customer base by creating an engaged audience around your brand.

3. What are the four steps of product branding in e-commerce?

To successfully brand a product in e-commerce, follow these four key steps:

1. Brand Strategy – Define your mission, values, and ideal customer profile.
2. Brand Identity – Design a visually appealing logo, packaging, and website that reflects your brand personality.
3. Brand Communication: Develop a consistent brand voice and messaging strategy for product descriptions, ads, and social media.
4. Brand Experience – Optimize every touchpoint, from website navigation and checkout to packaging and customer support.

Once your branding is dialed in, explore our E-commerce Ads Examples to Create Better Ads for high-performing creatives that drive traffic and conversions.

4. How do I brand my own products for my e-commerce store?

If you’re launching a private-label or dropshipping e-commerce brand, here’s how to build a strong identity:

• Choose a niche that aligns with your brand vision. Find a profitable, high-ticket product category where you can add value and build a sustainable business. 
• Design custom packaging and labels. Branded packaging enhances customer experience and increases brand recall.
• Create high-resolution product images and videos. This will give customers an idea of what your product looks like before they make a purchase. 
• Write compelling product descriptions. Use a tone that reflects your brand’s personality and connects authentically with your target audience. Remember to add relevant keywords to increase your rankings on search engines. 
• Encourage previous customers to share their experiences with your brand on social media or via reviews to show your brand’s credibility. 
• Build an email list and loyalty program to keep customers engaged and encourage repeat purchases. 

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