6 Steps: How to Build a Brand That Truly Connects

Discover how to build a brand from the ground up with practical insights. What makes a brand stick with its audience? In this conversation, our very own Editor-in-Chief Katie Morton chats with Morty Oberstein, Founder of Unify Brand Marketing, to break down the essential stages of brand development in a mostly jargon-free way. Whether you’re rebranding or starting fresh, this guide is your foundation for creating a brand that actually connects. 00:00 – Intro: Why brand development matters 00:47 – Step 1: Understand who you are (brand identity) 02:14 – Step 2: Know who you're for (core audience) 03:00 – Step 3: Understand your audience’s context (beyond their pain points) 03:34 – Step 4: How you solve their problems 04:04 – Step 5: What you need to communicate 04:51 – Step 6: Messaging refinement & iteration 06:17 – B2B example: Branding a SaaS product 08:04 – The danger of being seen as just a utility 09:07 – Creating emotional connection through brand identity 11:25 – Why skipping brand identity undermines messaging Don't miss the next one. - Subscribe: https://www.youtube.com/searchenginejournal?sub_confirmation=1 - Get our newsletter: www.searchenginejournal.com/subscribe