Creating a brand is about much more than just designing a logo or coming up with a catchy slogan.
The brand identity of your company is its “soul”. It represents what you stand for, why you do what you do, and how your business impacts the world. If you have a strong brand identity, your customers will be able to recognize you instantly through the way you deliver your messages and design your visuals.
Building a brand identity can be challenging for business owners of all experience levels. Keep reading to learn about five simple steps that will help you create a strong, recognizable brand.
1. Establish Your Brand’s Purpose
While it’s true that the purpose of any business is to make money, successful brands go beyond trying to sell you something just for the sake of it. Consider brands like Apple and Nike一they don’t just try to sell you a product, they want to make you believe in what they do.
To better establish your purpose as a brand, answer the following questions: Why did you start your company? What do you want people to feel when they use your products? How will your product or service change people’s lives for the better?
Use influential mission statements to outline what you hope to achieve with your company and effectively communicate your purpose to your audience.
2. Find The Thing That Makes You Stand Out
The main goal here is to make your brand stand out in the minds of consumers. Give your customers a reason to choose your company instead of your competitors. In other words, find and use your competitive advantage.
What do you do better than other businesses in your industry? Consider what makes your products or services unique and then make that clear to your target audience. This is why it’s also crucial to be knowledgeable about your main competitors so that you can use their weak points to your advantage.
Usually, the companies that truly stand out are the ones who can create a narrative that produces emotion.
3. Remember To Tell a Story
One of the best ways to make people feel connected to your brand is by telling them a good story. The members of your target audience that deeply resonate with the story you tell will turn into loyal followers of your brand.
An authentic and genuine narrative that provokes an emotional response is very powerful, especially when you focus on telling the story of the customer. Marketing tools and creative assets such as videos, blog posts, and social media are valuable when telling your story.
4. Get To Know Your Target Audience
A brand shouldn’t speak to you (the owner). It should speak to its potential customers. If you want to develop the right brand identity for your company, you should have the answers to these questions:
- What are the key demographics of your customers? (Gender, Age, Marital Status)
- What are they interested in? (Hobbies, etc.)
- What are their values? What do they believe in?
- What problems do they face that you can help them solve?
- What emotion does your brand evoke in them?
Once you know the answers to these questions, you can start thinking about how to build a brand that your target audience responds to. This is an important step because everything from your logo to your marketing strategy depends on who your target audience is.
5. Stay Consistent
To create a brand that’s recognizable everywhere, you need to stay consistent. Every aspect of your branding should be aligned from your main colors, fonts, and images to the tone of your mission statements and social media posts. Additionally, it’s not beneficial to change up your brand image every few months.
Despite this, staying consistent doesn’t mean that you can never make any changes or improvements to your brand. Many successful companies rebrand themselves now and then. If you plan on having a company that survives the test of time, you will likely have to tweak your brand identity on several occasions.
The Bottom Line...
Crafting a strong, authentic, and effective brand can seem like a daunting task, and even experienced business owners often struggle to get it exactly right. To build a powerful brand identity, follow the tips above and be prepared to work by trial and error.
You believe in your mission and you know that your business has a lot to offer. Now it’s time to communicate that to the rest of the world!