How to Build a Brand and a Narrative [4 Templates]

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Davide Di Prossimo
Last updated:
May 2023

In this part of the course, you’re going to learn how to build a brand, the difference between branding and marketing, and the importance of having a consistent brand for your business.

Why you need a brand

Branding is an immensely important topic.

I spend a lot of time talking to clients about this: Facebook ads (advertising in general) are not a slot machine; or an ATM. You cannot expect to put money in, and get a 3X, 4X ROAS (Return On Ad Spend) consistently every day.

It does not work that way. Yes, paid channels are for acquisition, but then you need to learn how to keep monetising your audience or clients.

And trust me, you only do that if you have a brand. Unless you have a life-altering product or service, you won’t be able to succeed on any paid channel if you don’t have a brand that people love; or at least can relate to.

The battle of branding vs. marketing

Branding is one of the most important things you need to do well from day one.

Many people confuse branding with marketing, but they are not the same thing.

To put it simply, a brand is the collection of associations that people have about a business; and its products.

To make an analogy:

People have personalities*. Businesses have brands.

*...reads: personal brands.

And I also like these definitions:

Branding is Why. Marketing is How.
Branding is Trajectory. Marketing is Tactics.

Your brand helps determine how people feel about your business, and how they would describe it to others.

Remember though, branding is not just a logo.

The three most important elements of branding are:

  1. Style
  2. Voice
  3. Behaviour

Your brand should be consistent wherever customers interact with your business.

A consistent brand – on your website, physical location, social profiles etc. – will help people recognize your business, no matter where they interact or connect with it.

Furthermore, branding should not only be something you develop for your audience, but it must also be embraced and utilised by your team at large.

Why you need a brand

Ideally, building a brand should be done before you establish a business presence online or offline. 

However, no one says you cannot revisit your brand later while operating. 

What you are about to explore will help you keep your messaging consistent, especially if you aren’t the only one managing it.

The 4 elements of branding

The 4 Elements of Branding

The Story

Your objective is simple here: Tell your story. 

The story of how you built your business is a great place to begin defining your brand. This is what you’d write in your “About” section on your site.

A few questions to start with:

  • What inspired you to start this business?
  • When did you launch your brand?
  • What problem(s) are you trying to solve?
  • Etc.

Adding a few images might help, too. Here is an example below.

the brand story example for Rosa

Download the brand story template as a PDF.

The Why

This is the purpose of your brand. This includes why you do what you do. It’s the meaning behind the existence of your business.

An example below.

the why of the brand for Rosa

Download the why of the brand template as a PDF.

The Identity

Your brand’s visual identity is the look and feel of your business. This includes the visual cues that help people remember and recognise it. 

You can communicate your brand’s visual identity through your logo, through the colour palette that you use on your website, physical location and in your marketing materials.

You can also create a collage of images to communicate your identity to people who help you with your marketing. This below is an example.

the brand identity for Rosa

Download the brand identity template as a PDF.

The Voice

Finally, it’s important to think about the voice you use for your brand. Is it serious or funny? Formal or casual, or maybe somewhere in between? Respectful or irreverent? Matter-of-fact or enthusiastic?

The template below can help you establish a consistent brand voice to guide the tone of your communications. Here’s an example for you.

the brand voice for Rosa

Download the brand voice template as a PDF.

NEXT GUIDE: How to Map and Build the Customer Journey [1 Template]

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