Top Five Ways to Strengthen Your Brand Identity
Every successful business in the world has this one trait in common: a strong brand. Whether you’re offering your top-notch services or trying to sell your high-quality goods, you must ensure that the brand behind those products is compelling. A brand is far more than just a logo that represents your company. It’s how your customers perceive your branded business. It’s the first thought that comes to their mind when they think of your company and your brand identity determines how to communicate your company’s value to customers.
In a busy and crowded marketplace, you have to do whatever it takes to make your brand stand out among the rest. While many companies simply focus on what makes their products or services better than the rest, having a strong brand identity means you also focus on why customers should choose you. You must first put yourself in the shoes of your customer and ask how your product or service provides value to them. Your brand identity communicates that unique value and how it fits into your customer’s life.
Here are the top five ways to strengthen your brand identity.
Know Your Customer
Some of the most successful companies in the world place a huge emphasis on understanding their customer’s psychology – their needs, wants, and desires. Amazon founder Jeff Bezos once said, “We’re not competitor obsessed, we’re customer obsessed. We start with what the customer needs and we work backward”. Putting time into researching and understanding what makes your customer tick is one of the best ways to strengthen your brand identity. If your customer perceives your company’s brand as one that provides value and helps their day-to-day life, that will create a strong and lasting impression.
Consider All Brand Touchpoints
One of the most common mistakes you can make when it comes to your brand is thinking it’s only about your logo or a catchy slogan. There are potentially dozens of brand touchpoints to think about, and they encapsulate everything about your company. It includes everything from your website’s design language to how your social media feed makes a customer feel and everything in between. Carefully think about the touchpoints that your customers will come into contact with as they interact with your brand, and how to improve them.
Define Who You Are
Every company should have a clear and defined reason for being. In one to two sentences, you should create a mission statement that highlights your company’s main objective. This statement is useful for both internal and external purposes. Internally, it acts as a north star to your own employees that can be pointed to when in doubt. Externally, it communicates to potential customers that your company is focused on achieving whatever goal it is you set out to do, which gives them confidence in your brand.
Consistency is Key
Another pitfall of creating a brand identity is failing to foster consistency among all aspects of your brand. Examples of this include your brand’s design language, tone of voice across all platforms, and your online activity schedule. Your customers should have a pretty good idea of what to expect from all those areas. If your brand identity is inconsistent, it weakens your overall image and makes it less likely that your brand leaves a strong impact in the mind of your customers.
While there is a lot of focus on how to initially build up your company and brand to attract new customers, the next step after that is to keep them around. It’s easy to become too focused on chasing new customers that you forget about the ones you have. Make sure that you’re putting in the effort to reward customer loyalty. One of the best ways you can utilize a strong brand identity is to create a loyal customer base that feels taken care of by your company. These types of customers are far more likely to engage in word-of-mouth marketing which furthers your brand even more.
Building a strong brand identity is one of the most important keys to success for any business. Whether you’re starting fresh or want a new spin on your old brand, look no further than TriSpark Media. Reach out to our team of talented advertisers and marketers who can work with you to help your business advertising strategy stand out among the rest.