Building a Strong Brand Identity for Your Business
Good brand identity can set you apart from your competitors. However, strong brand identity delivers brand loyalty and trust.
There is a common belief that brand identity is an organisations brand name and logo. While these are significant components of brand identity, there is much more to it than that. The real strength of your organisations brand identity, is through the interactions customers have with your business. Whether face-to-face, through your website, or over the telephone, each one of these touchpoints is defined by your brand identity.
Getting the Visual Devices Right
Branding begins with corporate design. Branding is the marketing practice of creating the visual devices that identify and differentiate a business from other businesses. Conversely, corporate design is the development of the visual devices within a set of guidelines. Consistent graphic design plays a significant role in branding, informing consumers of what to expect from a product or service. Therefore, corporate design must adhere to approved colour palettes, fonts, and layouts. Common visual devices include:
- Products and packaging
- Apparel—staff uniforms
- Marketing material—flyers, brochures, and website
Discover Your Brand Personality
How you identify the personality of your business to others will have an impact on your brand identity. Consider how you would describe your business to other people, using adjectives. Is it innovative or old-fashion? Is it bold or relaxed? Think of different companies in the same industry. One might be fun and edgy, while the other might be more professional and conservative. Neither description is good or bad, but they do tell you what to expect in your interactions with each company. Once you know your brand personality, you can attract the right customers.
Tell Your Brand Story
An essential part of growing your brand identity is to be clear on your brand story. Brand storytelling is not about your company. It’s about your customers and the value they get when engaging with your product or service. The most powerful brand stories are the ones that prioritise customers as the stars and make the company a supporting character. Start to build your brand story by answering the following questions:
- Why did you create your business?
- How did your products or services come to be?
- What kind of physical or emotional experience can your customers expect?
- What does your business have that customers can’t get anywhere else?
- What types of customers find value in your brand and why?
- Who are the people behind the company and what motivates them to come to work each day?
Once you have your foundations firmly in place, the next step is building relationships with your customers. If a customer has a bad experience at any touchpoint, you’re likely to lose them as a customer. Furthermore, they will probably tell their family and friends about their experience. Therefore, ensure that your brand identity is so strong that every customer experience is consistent and reliable, and therefore, positive.
Brand identity is how you want the market to perceive your product or service, and is defined by your company’s values, ideas, and personality. It can engender loyalty from your customers and make your employees proud. However, it does take time and patience to develop a compelling brand identity. Nonetheless, if done well, it is worth the effort.
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