Your business' brand identity is the way your company communicates with the world, differentiates from your competitors, and makes a brand experience that convinces people to engage with your products and services. A strong brand identity can help your business in many ways like influencing customers, extending the business, creating customer loyalty, and increasing your sales.
It can help you stand out from the competition by building loyalty and trust. A powerful brand that conveys your values creates an emotional appeal to customers. Having the same values tends to attract them, and this type of connection will lead to customer loyalty and will eventually make you stand out from the rest.
Here are the key steps on making a powerful brand identity:
- Create a Thorough Brand Audit
First, you have to find out where you stand in the marketplace and know who your customers are. You must uncover what is the most important factor that drives growth and how your product or service is received by customers. You can also do a competitor analysis and review competitor websites, brand advertising plans, or search engine optimization strategies. These will inform you who they compete with and what strategies to do.
Review the results through the gathered information. Find out which aspects need more fine-tuning and which ones are entirely missing the mark. Then, create an action plan to update your brand and bring it in line with the business' mission and vision.
Monitor your progress by making sure that the changes reflect your desired effect. Remember that brands need constant updating, so keep your brand fresh by conducting brand audits every few years.
- Create Your Unique Value Proposition
You must identify your company's core philosophies to have a successful branding effort. It's important to determine your brand's mission statement, values, and proposition as they are the foundation of what your organization stands for. Your value proposition should have these three things: relevancy, quantified value, and differentiation.
Use the right language for your value proposition. It should connect to the conversation that's already in the customer's mind. Describe your offering by knowing their language first and how they can benefit from it. To ensure that the way you speak about your services connects with how customers describe them, conduct interviews or use messaging research tools.
The key to a great value proposition is clarity. Ensure that it clearly states what it is, who it's for, and how it is useful. Although there's no right way to go about it, it's recommended to start with a headline, sub-headline, at least three bullet points, and visuals to show the product image.
- Develop Your Brand's Creative Factors
The look and voice of your brand will be translated through all marketing channels, like your website, social media and advertisements. For instance, the most subtle convenience store signage, or even something as simple as an easy to design car wash sign communicate an important message that can help increase brand awareness. Pay attention to the fonts, colors, and overall style as they can help resonate with your customers and be consistent with the company's values.
- Implement Strategies to Establish the Brand Identity
You should implement key strategies to help improve and strengthen your brand awareness. Communicate directly with your target audience on any social media platform, and develop a content marketing strategy that tells what the company wants to impart to its target audience.
Ensure that your company's online reputation matches your brand's goals. Your website must also be search friendly and mobile compatible, with multiple contact channels to connect with your clients.
- Analyze and Refine the Brand Identity
Remain competitive by consistently analyzing and refining your brand to make sure it delivers the promises that your company stands for. Mission statements are more than graphics on the wall - they should be a reflection of your company's character, values and way of thinking.
Finding the right visuals is also important as they are instrumental in telling your brand story. Visual elements need to connect with your value proposition. For example, if your company is focused on products that are tailored to meet your customers' needs, then you have to put images that reflect that approach. If you focus on building relationships, then choose visuals that can reflect that component and how it's important to your brand.
A strong brand identity doesn't happen in an instant. It has to have a systematic approach that requires thorough thinking, strategic design, a great team with strong communication and a deep understanding of your brand. With the right research and guidance, you can effectively produce a great brand identity.