Building a brand and brand management are two crucial aspects of business development.
Brand identity allows you to break away from the competition and communicate a clear market position. It allows you to express a consistent, cohesive story and image to your consumers, so there is never any hesitation when consumers hear your name.
Branding quickens the patterns of association between trigger words and the visual imagery of your company. Through diligent efforts, branding completely transforms your company as an entity and drives the preferences of your marketing strategy.
Let’s look at a few tips for strengthening brand identity:
Create a visual brand identity
Pick an aesthetic that best communicates your brand philosophy and personality, and carry this imagery throughout all of your marketing channels and online presences. When a consumer sees a color, a hue, a composition that is strongly reminiscent of your posting patterns, you’ll score a brand impression at that moment. Having an identifiable brand visual that triggers audience association is impressive, and the effort will pay off.
Understand your value
There are two ways to go about understanding the value that you deliver to consumers. You can decide what it is you provide and continue to hammer in this point until your consumers are convinced that they appreciate the value you offer. The second option is to collect data and analyze where your consumers find the value in your brand.
Once you understand where your consumers need support and how your brand feeds their need, you must consistently emphasize this benefit. If you are an energy drink company, your value is not limited to the extra vitamins or caffeine you deliver to your consumer. Sure, these are a byproduct of your offering, but you offer something larger to the consumer: a lifeline. When they are the most tired, most worn out and stressed, you step in to offer relief. A promise that they can carry on and get the job done. Brand your messages accordingly!
Tell an emotional story
Don’t confuse emotional with sad- emotion is any energy that moves the consumer. Perhaps excites them, makes them laugh or makes them feel investigative. What type of emotion does your brand typically elicit from consumers? If you are a traveler’s backpack brand, you probably promote a sense of adventure with your consumers, so focus on that emotion. Tell stories through video, photo and written content that invoke in consumers a rush toward the impossible, an escape, a longing for the great outdoors and unfathomable heights!
Repeat your story, over and over again.
This is part of staying consistent so that consumers recognize any trace of your brand as you. Once you streamline your aesthetic and message, continue to push it to consumers. It takes time- sometimes years!- to fully immerse your brand in the lives and automatic thinking patterns of consumers.
Your team is on brand
Each person who works for your company is a living, breathing extension of your brand with the potential to influence consumers and persuade them toward a purchase. Is your team on board with your brand? Do they fully understand what your name stands for? What identity do you want to project? Assemble your team at least once a month to reinvigorate their spirit for the brand. Make sure everyone is on board and ready to promote your company. If you energize them sufficiently, their promotion of your brand will come naturally.
Why wait any longer to establish and develop a strong sense of character for your brand identity? Reach out to our branding firm so we can collaborate and guide you along a successful marketing strategy. Our experts handle all avenues of digital marketing in Miami, so if you are looking for more then brand maintenance, we can help with that, too!