Brand identity is the lasting impression on the customer when the brand is seen or mentioned. For example, when you see a light blue bird logo on a blog, you know that the website uses the social media platform Twitter.
Majority of businesses with customer success have recognizable imagery accompanied by a great reputation. The way they appeal to their consumers is through brand identity. The brand identity uses the company’s values and personality to create a visual that customers will associate with that brand. When you follow a brand identity blueprint, the likelihood of your business being successful grows.
Building Your Brand Identity
Establish your talent before creating your business. Starting a business doing something that interests you lowers your chances of giving up prematurely. When thinking of which business you want to start, ask yourself what you love doing in your spare time or if you have a job, what would you rather be doing than being there? These questions will give you the willpower to do the necessary work to capitalize on your passions.
Establish a business plan, target audience, and your competition
Based on your business idea, you must research your target audience. Once you realize who your customers will be, create a plan that will attract that demographic. You will need a mission statement that articulates your goals and business personality.
It is also a great idea to research competing businesses and what makes them successful to add your individual spin and bring in revenue. When doing research, follow the SWOT method. The SWOT acronym stands for strengths, weaknesses, opportunities for your business, and threats, which apply to elements that can negatively impact your brand.
Create a logo
The most recognizable part of a business visually is a logo. This is used for marketing the business and creates familiarity with the customers simply by seeing its imagery. For example, when someone sees a red and white circle target logo, they equate that logo with the superstore Target. Use colours and fonts that express the personality of your business’s purpose. Also, be sure to use a consistent template when creating a logo for all marketing tools for email or signage. Too much variation causes customer confusion. Changing colours periodically can work, however, keep design and font consistent.
Use proper language to speak to your target audience. Consider the business type and use a complimentary tone. For example, if your business is upscale, use a professional tone and if you have a more casual brand, a laid back, conversational tone is better. After considering the appropriate tone, create an emotional connection with customers. When customers can relate to a brand emotionally, it makes it easier for them to continually come back.
It is also important to speak to customers both on and offline through advertisements. Without advertising, it is difficult to gain traffic because customers are unaware of your business. Be sure to take advantage of as many social media platforms as possible to be in constant communication with customers, which is a great part of building a successful brand.
Consider what your business should avoid. Be aware of mixed messages. Making sure you are clear and consistent helps to avoid brand confusion. When researching other brands, it is important not to copy and paste their ideas. Even when following their template, add your unique spin to set your brand apart and avoid copyright issues. You also have to make sure that your on and offline branding does not conflict with each other, Brand recognition is key to consistently draw in a larger consumer base.
Pay attention to your company to maintain brand identity. Keep track of your business’s performance metrics to measure how your business is doing. There are online logistic programs that you can use to manage these statistics, but also take advantage of social media platform interactions and surveys.
Doing so will allow personal customer/business communication and give the necessary feedback based on individual experiences. Another good way to get feedback is through customer surveys. Surveys will tell you exactly what you are doing well and need improvement, which isn’t always possible in 140 characters.
The most important part of your business identity brand is being consistent. Be consistent with audience tone, logo marketing, customer communications, and measuring your business analytics. Consistency determines success, so put your best foot forward and start building your brand.
Creating your business brand identity is what draws in your consumers. Make sure to follow your passion and articulate your brand’s purpose to customers through your logo and advertisements. When communicating, use the proper tone and build an emotional bond with your consumer. Also, show what makes you unique to draw in customers and avoid stealing ideas from competing businesses since they can sue for copyright infringement.
Alex is fascinated with “understanding” people. It’s actually what drives everything he does. He believes in a thoughtful exploration of how you shape your thoughts, experience of the world.