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Building a Brand on TikTok: From Basics to Brilliance

by Oren Greenberg on

TikTok has exploded in popularity, proving its worth as a significant player in digital marketing. Today, the platform can introduce your brand to a vast audience like never before.

At Kurve, we've seen firsthand the game-changing impact TikTok marketing can have. Our work with Treecard saw its user base grow exponentially after using TikTok SparkAds, a testament to the power of TikTok branding.

In this guide, you'll find valuable insights, practical strategies and examples of building a successful brand on TikTok.

With us, you're on the path to scaling new heights of success on TikTok.

What is TikTok Branding?

TikTok branding is the expression of your brand's personality and message on TikTok. It's done through using the app's features, hashtags and trends to expose your brand to TikTok's massive user base.

Marketing on TikTok isn’t about ad placement. It's about engaging with a young, dynamic audience who values authenticity and creativity.

In our article about app marketing trends, we discussed the role of influencers on TikTok, having the power to shape a brand's image and boost engagement rates. For those unfamiliar with how paid social media campaigns work, we explore it in our blog on what a paid social campaign is.

TikTok offers an arena where your brand can connect with a vast and engaged audience.

Why is TikTok Good for Businesses and Brands?

TikTok offers unique advantages for businesses and brands that are impossible to ignore. It allows businesses and brands to connect with their target audience, create viral content, and achieve results. It's an essential tool for any brand looking to make a mark in today's competitive landscape.

The platform is known for its potential for creators to create viral content. With the right approach, your next post or promotional material could reach millions of users – especially younger demographics.

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You can see the benefits of TikTok marketing in our work with Treecard. The brand experienced a user base growth of over 150% month on month by leveraging TikTok SparkAds – demonstrating the incredible impact that the platform can have.

How to Build a Brand on TikTok?

Building a successful brand on TikTok isn't a game of luck. It's based on a detailed strategy that combines content creation, audience targeting and performance tracking.

But remember, flexibility is vital in your TikTok strategy. Trends shift, and user behaviors evolve on the platform. So, stay adaptable to these changes.

Let’s deep-dive into what it takes to build a thriving brand presence on TikTok.

Step 1: Know Your Audience

Before creating content, you must understand who you're trying to reach on TikTok. Audience understanding should form the bedrock of your TikTok branding strategy.

The first step is knowing the age, location and gender of your audience. TikTok is popular with younger generations; approximately 60% of its users are in the 16-24 age bracket. But don't let this statistic limit you. The platform has a sizable audience from diverse age groups and locations.

Next, learn about their preferences. What content do they enjoy? What TikTok trends do they take part in? Spend time on the platform, engage with your audience, post videos, and track popular content to capture what resonates with them.

Lastly, observe their behaviors on TikTok. When are they most active? How do they interact with your video and content? Use the answers to tailor your video marketing content for higher engagement.

The better you know your audience, the more you can appeal to them.

Step 2: Set Clear Goals


Once you're familiar with your audience, it's time to set clear goals for your TikTok marketing efforts.

Start by mapping out what you want to achieve. Are you looking to grow your follower count, increase brand awareness, drive engagement, or generate leads? Getting clear on this gives you direction when creating content.

Ensure your goals are measurable. The beauty of digital marketing is that you can track everything. TikTok offers in-app analytics that provide insight into your account's performance. Use these numbers to measure progress toward your set goals.

Lastly, aim for achievable goals. If you're new to TikTok, setting a goal of 1 million followers in a month might be unrealistic. Start small and scale up as you get the hang of things.

Setting clear, measurable, and achievable goals turns strategies into real, tangible success.

Step 3: Create Engaging Content

The biggest challenge of TikTok is grabbing and holding viewers' attention with original content.

Creating engaging and relevant content starts with understanding what makes your audience tick. Use what you've learned about your audience to develop content that resonates. Incorporate the trends they like while staying true to your brand's voice, and keep it fun! TikTok is a platform known for its lighthearted, funny videos and entertaining content. 

Keep in mind that engagement on TikTok isn't only views. It's about likes, shares, comments and user-generated content. As you plan and create your content, encourage call-to-action interactions, like asking your audience to comment, like, or share your video.

Captivating video content is vital to building a robust brand on TikTok. It gets your audience to stop, watch, engage and follow your account.

Step 4: Leverage Influencers and Trends

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Taking advantage of influencers and current trends on TikTok is an effective way to enhance your branding. It keeps your brand relevant and opens the doors to new viewers. 

Collaborating with influencers allows you to tap into their established follower base. As they already have an audience that trusts and respects their opinions, their endorsement can increase your brand's credibility. Trends also play a big part in TikTok's active community. Participating in viral trends makes your content more relevant and enticing to TikTok viewers.

According to Kurve's analysis of TikTok advertising, TikTok's user engagement rate is high. Interactive content and the power of influencers are major reasons for that. These stats demonstrate how essential influencers and trends can be in your TikTok branding strategy.

Step 5: Analyze, Optimize, and Adapt

Building a brand on TikTok involves an ongoing analysis, optimization and adaptation process. 

Regular performance analysis is critical to understanding how your content performs. Analyzing engagement rates, views, shares, and follower growth shows what works and what doesn't.

Then, it's time to optimize. Find out what type of content drives the most engagement and shares. Are there specific themes, sounds, or presentation styles your audience resonates with? Use this information to fine-tune your TikTok strategy.

The TikTok landscape constantly evolves, with changes in user behavior or platform algorithms happening daily. Be ready to adapt your approach based on these changes. For instance, the increasing emphasis on tailored experiences highlighted in the latest app marketing trends could influence how you engage with your TikTok audience.

Analyzing, optimizing, and adapting ensures your creative strategy remains relevant and practical. Doing so will help you build a strong, dynamic TikTok brand to engage, excite, and expand your audience.

10 TikTok Branding Strategies in 2024

If you're wondering what else you can do to build your business and brand on this dynamic platform, there's much more to explore.

The following sections will discuss the top 10 branding strategies for gaining traction on TikTok for 2024 and beyond. You will learn ways to create an even stronger brand presence on TikTok. 

Let's look into it closer.

Engaging Challenges

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Challenges are a fantastic way to build your brand on TikTok. When planning a challenge, they must be entertaining and align with your brand message or products. Also, remember to communicate clear instructions in the challenge description.

Let's say you're a fitness brand; you can create a fun and exciting exercise challenge. It should entail a series of workout moves that users can imitate, promoting your branding while encouraging a healthy lifestyle.

Remember your call to action. After demonstrating the challenge, encourage viewers to participate by saying, "Show us your version of the #OurBrandWorkoutChallenge." This simple invitation to participate could lead to increased interaction and brand visibility.

Influencer Collaborations

A strategic collaboration with the right TikTok influencer can tremendously elevate your brand's visibility and virality. The critical factor here is choosing an influencer whose values align with those of your brand and who speaks to the demographic you aim to reach. A connection between your brand and the influencer must feel authentic to your audience for the collaboration to be impactful.

For instance, with a partner like Sweatcoin, we helped establish flourishing influencer partnerships, which played a crucial role in enhancing the app's reach and popularity.

Remember, trusted voices often speak louder than advertisements when spreading your brand message. So, pinpoint the right influencers for your TikTok branding journey and craft meaningful collaboration strategies that resonate with your target audience.

User-Generated Content Campaigns

3 thumbnails of tiktok users - from left to right, a lady speaking, another lady holding a jewelry on her eye, and a man speaking with a headset in his hand


User-generated content (UGC) is an influential component of brand building on TikTok. It's an innovative way to let your audience interact with your brand, fostering a stronger sense of community. Users creating content related to your brand increases brand trust and credibility.

Consider encouraging your followers to create videos featuring your products or services. The key is to make the campaign exciting and rewarding enough to prompt users' and creators' participation.

An example of successful use of UGC is a campaign we facilitated for Sweatcoin. The campaign harnessed the power of user-generated content in its strategy, engaging Sweatcoin's potential customers in a unique and interactive manner.

If executed well, UGC campaigns open a new world of opportunities for brand growth on TikTok.

Educational Content

Educational content is a persuasive way to connect with your audience on TikTok. By providing valuable, informative content, you can establish your brand as an authority in your industry. The crucial part is ensuring the content relates to your brand's expertise or products.

One way to achieve this is through sharing tips, tutorials, and how-to videos. Keep the content engaging and digestible, and soon, your followers will start to view your brand as a reliable source of information.

So, don't shy away from sharing your knowledge. Educational content can elevate your brand's reputation, connect with users, and grow your TikTok presence. Doing this can create a lasting, meaningful relationship with your audience.

Trend Participation

TikTok is all about trends. Staying updated with these trends can be critical to your engagement levels. Not only do trends give your brand a chance to showcase its creativity and relevance, but they also help to amplify your reach.

A word of caution: Always ensure that participating in a trend aligns with your brand identity and values. It's not a one-size-fits-all approach. Only force your brand to fit a popular trend if it feels natural.

For more insights on leveraging trends for virality, our post on how to go viral on TikTok has a wealth of valuable tips.

Branded Effects and Filters

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Image Source

In the world of TikTok, visual appeal holds immense importance. Enter branded effects and filters. Custom effects and filters designed specifically for your brand can create a unique, memorable experience for your audience.

You can increase brand recognition by incorporating your brand elements and identity into these features. Users interacting with your branded effects and filters will have an immersive experience, boosting their engagement with your content.

Investing in branded effects and filters can enhance your visual appeal, driving higher engagement and underlining your brand's creativity.

Creative Content Campaigns

Creative content campaigns are a vital strategy on TikTok. With these campaigns, you generate a series of interconnected content that communicates your brand's core message in a captivating manner. It goes deeper than standalone videos; it centers around a common theme or narrative with your brand in focus.

These campaigns illustrate the essence of your brand, giving your audience a deeper understanding of who you are. Always tie back the content of your campaigns to your brand's identity and message.

Creating successful content campaigns can enhance your brand's storytelling, draw your audience closer, and foster stronger emotional connections. This can have a significant impact on your TikTok branding efforts.

Behind-the-Scenes Footage

On TikTok, transparency can lead to trust. How do you achieve this transparency? By sharing behind-the-scenes content. This type of content allows the audience to peek into the life of your brand beyond the products or services.

Showing the hard work, passion, and care that goes into creating your products, the team that drives your brand, or even your everyday office life can evoke empathy and humanity in your brand.

When users see the people behind the brand and identify with them, it becomes a powerful tool for building a trust-based relationship with your TikTok audience.

Interactive Polls and Quizzes

Creating interactive content like polls and quizzes is an effective and fun way to increase engagement on TikTok. Designed carefully, they trigger curiosity and incentivize users to take part.

By ensuring these quizzes and polls are relevant to your brand, you can entertain your audience and educate them about your products or services. This approach adds depth to your brand's perception while keeping your audience engaged and interested.

Polls and quizzes offer an engaging and informative medium to present brand-related information. They drive increased interaction and enhance understanding of your brand among your TikTok audience.

Hashtag Challenges with Rewards

Hashtag challenges with rewards give brands a unique opportunity to grow their presence on TikTok. By creating and promoting a challenge based on a specific hashtag and offering tips for participation, you can inspire users to join in and promote your branded content.

A well-conceived challenge related to your brand or product can capture the interest of TikTok users. It encourages them to spread your message and amplify the reach of your campaign. With the added element of prizes or rewards, you can drive user-generated content and spark a viral campaign.

Incentivizing hashtag challenges with rewards can lead to heightened brand awareness, greater engagement, and a successful TikTok branding campaign.

Get Started with TikTok Branding Today

Throughout this article, we have discussed the essential steps and strategies to build your brand on TikTok. From understanding the platform's basics to crafting user-focused content and leveraging interactive data-driven features, these key aspects pave the way for unparalleled success in TikTok marketing.

TikTok is a robust platform that continues to grow. It offers an exceptional opportunity for marketers and businesses to reach their target audience. Don't wait any longer. Now is the time to capitalize on TikTok's potential and propel your brand to new heights.

For more insights, explore our TikTok ad statistics that emphasize the importance of TikTok in brand building. Embrace the world of TikTok branding and witness the remarkable impact it can have on your business!