How to Build a Brand

How to Build a Brand

Creating a brand means giving your target customers something to identify with, to establish brand loyalty; this is the dream of every business out there.

One of the top worries for businesses is how to build a brand so they can enjoy a loyal following. So, how do you build a brand?

Building a brand is one of the most lucrative things you can do for your business…but it is also the hardest. So how do you create a successful brand?Follow this step-by-step guide if you are wondering how to build a brand that you target audience will associate with:

  • How do you create a brand identity? Your brand identity is the way your business speaks to its target audience, how it stands out from the competition, and what makes people want to engage with your business. Your brand identity should speak to your customers in a consistent tone and voice, and give them a consistent experience. Your brand identity defines how your customers identify you. It includes everything from logo, color palette, typography, design system, photography, illustration, interactive elements, video, web design, and iconography. These elements help determine how your customers will visualize and identify your brand. 
  • Determine your target audience. Before you even embark on building your brand, you must know who you are building it for. Describe your target audience using very specific terms. This will help you to identify what problems this audience has and what they like so you can build a brand that meets their needs and they can relate to.
  • Identify your unique selling point. This is what you are bringing to the table. Identify what makes you different from the competition—something that your target audience will relate to. This is essentially what will help you to build a successful brand and make you stand out from the crowd.
  • Determine your brand name, mission statement, and slogan. These elements do not only identify your brand; they sell it, too. Have a good brand name, write a clear mission statement for your business based on your USP and the needs of your target audience, and have a slogan that your customers can relate to. Then you can create a logo and illustrations for your brand identity.
  • How long does it take to build a brand? Creating a brand can take a long time for a new business. Apple™, for instance, took a long time to become a brand, because it took so long to develop the iPhone and iPad, which they are known for.
  • What are the key elements of a strong brand? Some key elements stand out in strong brands. To learn how to build a brand successfully, then you must learn to incorporate these elements in your brand:
    • Target audience – the people you are targeting.
    • Brand promise – tells your audience what to expect from buying your product.
    • Brand values – what your brand stands for.
    • Brand voice – have your own personality that speaks to your audience.
    • Brand positioning –what position you hold or intend to hold in the mind of your customer.
    • Brand perception –where you have come from, where you are, and where you intend to be in the future.

Hopefully this article has educated you on how to build a brand for your product; now you can go ahead and build your own successful brand from scratch.


Is Food Dye Safe?

Is Food Dye Safe?

One of the most controversial hot buttons in the food industry: “Is food dye safe?”

The use of food dye has been documented in reports dating back to the mid-1800s. The use of artificial food dyes is reported to have increased by 500% in the last 50 years, according to Healthline.

Children are the largest consumers of food dyes, due to the extensive use in soft drinks, candies, snacks, ice cream, and baked goods—all of which happen to be childhood favourites.

Food dye is available in both artificial or natural forms:

  • Natural food dye is safe to eat and is derived from plants, and sometimes even insects.
  • Artificial food dye is made from petroleum products. It is cheap to mass produce, and many colours can be made, unlike in natural food colouring, where you are limited to the colours available in nature.

So, to answer the controversial question, “Is Food Dye Safe?”, we must answer a few other common questions:

  • Is Food Colouring Bad for Your Health?A lot of research has been done to answer the perennial question,“Is food dye safe?”Natural food dye is safe and can be used repeatedly; there is no controversy there. The problem arises with artificial food colouring. Although the FDA and EFSA have both concluded that dyes do not pose significant health risk, some people are of a different school of thought.

Studies have been conducted to identify if food dyes are safe—and, more specifically, whether they can cause cancer. The research done has not yet provided conclusive evidence that food dyes can cause cancer in humans; Red 3 is the only food dye that was shown to increase thyroid tumours in rats.

Further research on Erythrosine (component in Red3) later concluded that it doesn’t cause cancer, but Red 3 is still not extensively used. Some dyes have been shown to contain cancer causing contaminants or carcinogens, but in very small quantities that are considered safe

There are only six food dyes that are approved by both the FDA and EFSA. Some food dyes are approved in some countries and banned in others, causing a lot of controversy on whether or not they are safe.

However, part of the answer to “Is food dye safe?” is that consuming a lot of artificial food dye containing contaminants can cause health risks; some artificial food dyes have been shown to cause allergic reactions.

  • Is Food Colouring Safe to Drink?When taken in safe doses, food colouring is safe to drink. It is used in many soft drinks, juices, and sport drinks.
  • Does Red Dye Affect Children’s Behaviour?The first claim that food dyes cause behavioural changes in children was made in 1973 by a paediatrician. His claim was that food dyes and preservatives cause hyperactivity and learning problems in children. Many studies have been done to validate these claims. An analysis of 15 of these studies done in 2004 concluded that food dyes can cause hyperactivity in children. However, not all children react the same way.

So…is food dye safe? The bottom line is that food dyes are safe for most people, and with the regulatory bodies conducting ongoing tests and continuously studying the different dyes, they remain safe for use.