In today’s marketplace, change has been a fact of life for every business. Thanks to the prevalence of social media, the tempo of change is constantly quickening. And business owners and marketers have no choice but to adjust and adapt to keep up and stay afloat.
With all these constantly-changing trends, having a solid brand identity is crucial to break through the market. And even if you’re a small business, having a good brand identity still has the benefits that every company aims for.
What is brand identity?
Ultimately, your product or service leaves an impression on your customers long after they made the purchase. Brand identity is the process of shaping that impression. What your brand says, what your values are, and how you communicate your product—all of these make up your brand identity. It is what makes your company either remarkable or forgettable to your consumers.
For smaller businesses, a strong brand identity positions you in a potential customer’s mind as a product or service provider worth paying for. If you want to attract more customers, here are the things you should do:
Know your audience.
You can’t create a brand identity that resonates with customers if you don’t understand them. Develop personas that define your target market’s gender, age, income level, geographic location, occupation, hobbies, and interest. Narrowing them into primary and secondary segments will help you identify which market you should focus your marketing efforts on.
Establish your Unique Value Proposition (UVP).
Simply put, UVP tells your potential customers how they will benefit from your offer. In what ways does your product or service address their needs or solve their problems? Why should people buy from you and not from other competitors? Answers from these questions will serve as the foundation of building a brand that truly represents your business.
Identify your core values.
Do you know that 64% of consumers cite shared values as the primary reason behind their brand choice? They want to know what your business stands for and your philosophy as an organization. Incorporate these ideologies into your messaging. People who have the same shared values tend to gravitate towards your brand, thus strengthening their brand loyalty.
Develop your brand’s creative assets.
Once you’re done with the research phase and have identified where you stand in the marketplace, it’s time to translate them all into visuals. Think about the key brand traits you want to convey through your visuals. What design elements communicate these traits? And what do you want people to feel when they see your brand’s design?
In developing your creative assets, you will need to have these elements present to communicate your brand’s identity:
1. Logo
Frequently the first interaction people have with a business, your logo should have a unique image that grabs attention and makes a strong initial impression. It is imprinted on your products, website, social media, and most importantly, in the minds of your consumers. Make sure it communicates what your brand is about and what sets you apart from the competition.
2. Colors
Colors have the power to evoke powerful emotions, drive decision-making, and influence brand association. Take red-yellow or white-green combos, for example. Did a certain fast-food chain or a popular coffeehouse come to mind?
Think about the associations you’d like people to make with your brand when they see your logo. Using color psychology and color theory to your advantage will help you capture the attention of your potential customers.
3. Typography
The style and way you present your messaging are just as important as the message itself. Typography represents the tone of your brand and influences the context of the message based on the font and the typeface used.
Create brand awareness strategies.
Like many aspects of marketing, brand awareness usually grows slowly and organically over time. How long it will take depends on how aggressive and powerful your strategy is.
Develop targeted campaigns that evoke emotions, ignite conversations, and get the audience thinking about your brand. Then, decide which channels you would like them to be seen. Do you want to promote your brand on social media? If yes, which specific platforms?
Make sure you also have Key Performance Indicators (KPIs) set to measure the effectiveness of your campaign. Will you be monitoring your website visits, social media engagements, branded searches, or mentions?
There are different ways to run a brand awareness campaign. However, keep in mind that they should all revolve around telling your brand story in a way that sticks with your target audience.
Remember the 3Cs.
If there’s one thing companies with solid brand identities have in common, it’s the 3Cs of branding:
1. Clarity
A strong brand has no vagueness in who they are and not; what they promise and what they do not; what their customers expect from them and what they should not. Having a concise, powerful, and clear message allows your target audience to comprehend what value you are offering easily.
2. Consistency
The clarity in messaging is inefficient if not presented consistently. If your messaging is different across various platforms, it can only lead to confusion among your audience, or worse, a loss of trust among your current customers. Make sure the messages you’re delivering are in line with your pre-established brand identity and values all the time.
3. Constancy
According to digital marketing experts from Red Crow Marketing, Inc., people are exposed to lots of ads—about 4,000 to 10,000 every day. How frequently does your brand show up in their news feeds, timelines, or search pages? Remember, a clear and consistent message won’t be as effective if it’s not always visible to your target audience.
In today’s cutthroat business landscape, having a strong brand identity is everything. Regardless of your industry, you need a rock-solid foundation to stand out among your competitors, capture your customer’s attention, and earn their loyalty.
Omni Channel Solutions’ results-driven specialists can help your company stand out in the vast business landscape. With our services in eCommerce, Advertising, Content Writing, and Design, we can assist you in leveraging your brand to be the best it can be. Reach out to us today.
