Building a strong brand identity is vital to success in business. It is particularly true if you are operating in a competitive marketplace with household names as an excellent, clearly defined identity can attract customers to your business and help you to stand out from the crowd. Creating a strong brand identity is a real challenge, but there are a few surefire ways to do this which can be used by an entrepreneur in any industry. By looking at a few of the most recognizable and successful brands in the world, you can learn from them and see how to create your own brand identity.
Assess The Competition
Before starting, it is always worth looking at the competition and carefully analyzing their brand identity. Spend time looking at other companies in your industry and looking at aspects like their logo, color schemes, the language that they use and generally how they present themselves. Make a note of what they do well and what they do not – this will be helpful to keep in mind when establishing your own brand.
Establish Who You Are As A Company
Next, you should bring the workforce together to discuss who you are as a company and what you want the present to the public. It is also important to keep in mind what your target audience wants from a company in the industry. Contemplate if you want to be a lighthearted, colorful and fun brand or one that is sleeker and more professional. This will all depend on your own personalities as well as what industry you are operating in.
The logo is the visual representation of your company, and therefore it must be eye-catching, attractive and bold. It should also give a clue as to what your company does and show you as a reliable and professional organization. When you look at some of the best company logos in the world, you will see that often simple is best. It takes real skill and talent to craft an excellent logo, but places like DIY Logo can allow anyone to build an engaging and highly professional looking logo which will help to establish your brand identity. Once you have a great logo, this should be used on your company website, on social media channels and on any correspondence. It can also be used on merchandise, which is a great way to boost brand awareness.
A company slogan is another important step in building brand identity. There are many excellent examples of memorable company slogans which can serve as inspiration when coming up with your own. It should always be simple, smart and show why your company is better than the competition. It should also work on its own and tell your audience what your company does without any further information. Keep your target market in mind and consider getting feedback before settling on one.
Your company website and social media channels are how you present your business to the world, so it is a great opportunity to show off your brand identity. In addition to usage of your company logo and slogan, it is also worth carefully selecting a color scheme and typography and be consistent with this. Any text, whether it is a landing page or a blog post, should always be carefully crafted and written by an experienced writer. It should reveal your personality and show that you are not a faceless corporation.
When used correctly, social media is a powerful tool when it comes to brand identity. Be sure to post regularly any updates or helpful content that your target audience will enjoy. Show some personality in these posts. Humor can be very effective but you must also be very careful not to sound unprofessional or to offend anyone. Always be friendly and respond to people who comment on your posts to help build a connection with your target audience.
In addition to the internet, you must also consider how you present yourself when communicating with customers, clients, affiliates, investors, etc. Make sure that your employees are all familiar with how you want to present the company to the world so that any communication is in line with this whether it is greeting a customer into the store or speaking to an investor over the phone.
Company merchandise can be an excellent way to reinforce brand identity and increase awareness. It is particularly helpful in industries where employees wear uniforms which can contain the logo and slogan, but you could also make pens, mugs and similar items that reinforce brand identity. These can make excellent corporate gifts and help you to stand out from the crowd.
It is always worth carefully assessing your brand identity from time to time and consider making tweaks based on the result of the analysis. Many companies find it helpful to hold focus groups or to ask consumers what they think about how the brand presents itself. As they say, “the customer is always right”, so keep in mind any feedback that you receive and do not shy away from making any changes.
Finally, do not be afraid of rebranding if you are not finding success or if there is an aspect that you do not like. It can be intimidating to do this and you may feel like you will confuse your base, but sometimes rebranding is necessary. In fact, history has shown that rebranding can actually be an effective tool for attracting new customers and advertising your organization.
These are the key stages to developing a strong brand identity. No company will succeed without a great brand identity as this is how you present your company to the world and show why the consumer should use your business over the competition. It can take some time to craft a great brand identity, but the above will all help and it is also worth taking a look at the most recognizable brands in the world to see what works for them.