When it comes to building your brand, there's so much more to it than just the appearance. You've got to think about what your audience will think, say, and feel about your business. When you're not in the room, what are people saying?
What's New?
New in marketing this week: College students are gaining valuable work experience, salesforce expands first-party data capabilities and Amazon releases a thing called Sidewalk.

College students are getting valuable career experience working as brand ambassadors – Companies like TikTok and Bumble hire college students to work as brand ambassadors on campus.

Salesforce expands first-party data capabilities with new Snapchat, Google tie-ups – Salesforce, the most widely used CRM platform, is pushing harder on products that cater to marketers' growing needs around first-party data.

Amazon Sidewalk is almost here –Should consumers opt-out, and should brands keep their distance? What marketers need to know about Amazon's neighbourhood takeover.
What's Working?
So, how can you build your brand? What are the steps needed to create a brand that people are going to recognize?

It's one thing to have brand awareness and another to have brand recognition. What are the differences? Keep reading to learn about what each can mean for your brand.
What is Brand Awareness?
Brand Awareness is the measure of how memorable and recognizable a brand is to its target audience.

People are more likely to buy from a brand they are aware of rather than one they're unfamiliar with.

Establishing Brand Awareness is a vital asset as it builds trust amongst your target audience.

What is Brand Recognition?
Brand Recognition refers to the ability of consumers to identify a specific brand based on its attributes such as:

* Logos
* Slogans
* Jingles
* Packaging
* Advertising

For brand recognition to work, companies need to find a way to help people recall their brand.

Brand Recall is the ability of consumers to recall a brand name from their memory without any visual or auditory identifiers.

 

How can I Build my Brand?
There are some key pieces you need to ensure that you build a brand that your audience will enjoy and interact with.

Persona. A collection of personality traits, attitudes, and values that your brand regularly showcases to help connect with a certain audience segment.

Emotional Connection. Forming a relationship between a consumer and a product or brand by provoking their emotions.

Origin Story. A story about how your company came to be.

Create, Create, Create. Continue to create and build your story to develop your brand.

Persona
If your brand doesn’t resonate with your audience, it won’t lead to that awareness, recognition, and trust.

You must understand who your branding will speak to.

What you learn about your buyer personas will influence your branding decisions down the line.