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How to Build a Brand

By Julia Williams

The Journey to Tessera Data – How to Build a Brand
Steps for creating a value-driven brand

Rome wasn’t built in a day and your brand shouldn’t be either!

A company’s brand is essentially the face of the organization.

Creating a successful brand is way more than just a color palette and your favorite font, it is the external audience’s first impression of your organization and the way your company expresses its purpose.

After performing extensive, in-depth market research to gain a better understanding of your target audience and core competitors – the first step in laying down the foundation for your brand is deciding your organization’s key focuses and how you want to be represented in the industry.

This is a crucial step that will later determine your brand’s identity, voice, and personality to make creating compelling content to attract leads easier and more effective.

Here comes the hard part – taking all of that information and choosing a single name to embody your organization. You may even need to do additional research to make sure the name you want is not taken.

The naming exercise alone can take quite some time with a few different rounds of voting, not to mention the legal review process to make it official.

When it comes to choosing a name, there are three main objectives that should be considered:

-> Can my audience easily remember this name?
-> Will this name be easy to search and find?
-> Does this name prompt response from my audience?

Next up, actually creating the brand – a complex process of strategizing and pinpointing the overall directive you want to convey to your audience. Establish a core message to write your brand’s story and connect that story with your organization’s values to generate the perfect tagline.

Now that you’ve discovered your brand’s underlying messaging, it is time to finalize fonts and colors that are connected with your visual identity.

Bringing those branding elements together, you can create a logo that incorporates all of the previously mentioned carefully strategized pieces.

After establishing your brand identity, you can apply the branding across your organization for consistency to be recognizable to your customers.

Your website domain, email addresses, social media platforms, etc. should all be unified to coherently depict your brand to your internal team and external audience.

Now it is time for your brand to launch!

Share this company milestone with your audience by distributing brand awareness content across channels through your social media posts, personal outreach, email campaigns, and press releases.

Continue to collect feedback and track analytics regarding your audience’s interactions with your new brand.

Moving forward you should continue to perform A/B testing with your messaging in your emails, forms, landing pages, and website elements.

The Journey to Tessera Data

Using the aforementioned, multi-step approach to construct a brand – here is the story of how three individual companies came together to form a unified organization.

Crafting a value-driven brand by focusing on Tessera Data’s organizational mission and vision.

The naming initiative alone took several rounds of discovery, feedback, and voting.

Tessera Data derived from specific objectives that aligned with the organization’s purpose – to enable users to see the bigger picture through comprehensive criminal insight.

The definition of a “Tessera” is a small block, a small block of stone, tile, glass, or other material used in
the construction of a mosaic. Tessera was chosen because it aligns perfectly with the company’s vision to
enable easily accessible reveal people data for risk identification, mitigation, and management to build safer communities across industries.

Once the name’s associated domains were secured, the legal entity restructuring process began.

While simultaneously undergoing an entire rebranding initiative – a key focus was spent strategizing the brand’s position with specific messaging to attract and engage the targeted audience while conveying the organization’s overall value proposition.

Once that was finalized, the vibrant, lively vision of Tessera Data was formed with a new logo, brand colors, and fonts.

In preparation for launching the new brand launch, Tessera Data orchestrated a multi-channel external approach to notify new and existing customers of the organizational change.

Using email campaigns, individual outreach, social media, press releases, and an entirely new website with updated contact information to inform and educate the targeted audience to increase brand awareness and enhance communication.

Creating a meaningful brand is quite the challenge, but it lays the foundation for a successful organization with a united purpose and message.

Let Tessera Data help protect your brand by using informative criminal insight to identify and mitigate workforce and community risks.

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