Building a strong brand identity takes time and strategy, but the payoff can be huge. Learn how to make your company stand out in a crowded market.
Effective brand positioning requires moving the needle from how customers see your business to how you want them to see it. One example is Lemonade, which has cultivated a branding image that sets it apart from other insurance companies.
1. Create a logo
A brand identity starts with a logo, which should be instantly recognizable to audiences. It should also capture the essence of your business and be scalable.
It’s important to think beyond the design of your logo and consider how it will appear on a variety of media and platforms. A well-designed logo will stand out in the crowd, be recognizable to audiences no matter the medium, and inspire trust and loyalty.
Creating a brand identity takes time and effort, but it’s worth the investment. A strong brand is essential for attracting and retaining customers, building a loyal following, and establishing a reputation for success.
It’s important to monitor your brand perception, especially in times of crisis or negative publicity. Taking swift and effective action can mitigate negative perceptions, and demonstrate that your company cares about its audience. For example, Tylenol addressed product tampering concerns by prioritizing customer safety and implementing transparent recalls. Likewise, Patagonia prioritizes environmental concerns while maintaining a positive reputation for their products.
2. Create a website
A website is an essential tool for a business of any size. It provides a place to communicate brand identity, showcase a design or photography portfolio, promote special offers and much more. It’s also a great way to build trust among customers and clients.
Create a site that is easy for customers to navigate and understand. Make sure your contact information is visible and include a bio page with real-life images of your staff or founders. This allows visitors to put a face to the brand, which helps them feel more connected.
Ensure your website is optimized for search engines by regularly publishing relevant content and performing regular reviews or cleanups. Using keywords sparingly, but strategically, can help your website appear in the top search results. This is important because overusing keywords can negatively impact your rankings. You should also make sure your website is responsive on mobile devices. This is critical given that up to half of web traffic now comes from mobile devices.
3. Create a social media presence
Creating a strong brand identity through social media is one of the fastest ways to grow your business. Many well-known brands, such as TOMS Shoes and Ben & Jerry’s, use their brand identities to set them apart from their competition and connect with their audience. This has also allowed them to charge premium prices for their products.
Having a solid social media presence can help establish your brand in the eyes of your audience and make them more likely to trust you with their money. A good way to do this is by having consistent branding across all of your platforms. This includes things like using the same images, messaging, and voice. Even big companies like McDonald’s do this, as they have strict style guidelines for all of their restaurants worldwide.
Another way to establish a strong social media presence is by creating content that resonates with your audience. This can be done by being helpful, informative, and entertaining.
4. Recruit fans
If your brand has a strong identity, you’ll have loyal fans. This can help with marketing, as a customer who feels strongly about your brand is more likely to promote it to others. For example, when Coca-Cola changed their formula, they faced a backlash from loyal drinkers who staged protests and poured New Coke down sewer drains.
Customers also tend to pay more for products that they feel are worth it. This is why it’s important to keep your brand identity consistent across marketing channels.
For instance, if you use a particular photographic style for your photos, stick with it. Similarly, if you use a certain tone of voice in your writing, maintain that same tone across all marketing channels. This will ensure consistency and leave a positive impression on your audience. This can also encourage repeat customers. For example, Frank And Oak’s fast customer service is an aspect of their brand identity that sets them apart from other apparel brands.