4 Ways Brand Identity Can Make or Break Your Business
There are some major companies that everyone has heard of and everyone can recognize. These companies might offer completely different goods and services from each other, but they're known across audiences worldwide.
So what do these companies have in common? The answer is savvy branding techniques.
To gain and maintain recognition of your business, memorable branding efforts are absolutely key. Successful companies know that building up their brand so that others can spot them and recognize them immediately takes calculated steps and careful planning.
If you own a small business with goals to grow, how you brand yourself from the beginning matters.
Here are 4 ways that brand identity can either make or break your business. Implement the following branding strategies into your business and watch your customer base grow:
1. A Strong Brand Identity Promotes Recognition
Stand out from your competitors and push yourself to the top of people’s minds by getting others to notice your business.
How do you do that? Begin with brand consistency with a style that's uniquely yours. This can be done by maintaining consistency with your logo, font, colors, voice, and imaging.
As you further develop your brand, include your company mission or tagline so those who are exposed to your business will know right away what your offer and what you stand for.
It's important to make sure all your team members have a clear understanding of your brand as they work on their individual projects. Each employee needs to be on the same page so they can showcase your brand in a consistent light when engaging with customers.
As you develop your brand identity, don't neglect your website. Make sure your color scheme, logos, and online voice align with your brand. Your message needs to remain consistent so your customers don't get confused.
Make sure your website loads quickly and provides quick and easy access to the most important information upfront.
Your social media channels need to showcase consistent branding as well. If you've hired an employee to manage your social media profiles, make sure they understand your brand's voice so they can convey the same look and feel across the board.
Be aware that branding goes far beyond an eye-catching logo or a memorable phrase. Branding should include elements such as your mission statement, your company's culture, customer service, and more. As you bring all these branding pieces together, your consumers can get a better feel for who you are as a company, therefore establishing your brand identity.
2. The Best Brands Get Good Feedback
As you're growing, work to gather as many referrals and positive reviews as you can. When people don't know much about your brand yet, all they have to go off of is what other people are saying about you.
With a collection of positive reviews and customer referrals, you'll stand a greater chance of making a good first impression. The more positive the reviews, the more customers you'll attract.
Of course, to get good reviews in the first place, you have to deliver a worthwhile service. Part of building a brand that people recognize for the right reasons is by providing good service to begin with.
Realize that all companies, no matter how hard they strive to be the best and never disappoint, will receive the occasional negative feedback. As you get reviews that are less than stellar, be sure to address them in a calm, professional manner. Avoid getting defensive as this can make you seem unwilling to accept criticism or rectify customer complaints.
3. Effective Branding Goes Beyond the Product
The most successful brands strive for more than sales. Brands that look to connect with their customers on a more personal level are hard not to appreciate. Consider the benefit of marketing your brand as a movement instead of just a product.
Everyone can recall an emotional commercial that influenced them. People are more likely to connect with a business that gives back. The more you can take the focus off your brand and instead connect with the emotional side of the consumer, the more appealing you'll be.
Bear in mind that buying a product is always emotional on some level. Consumers are hoping that your goods or services will improve their life in some way. Tap into that desire and engage accordingly.
It will take ongoing research to understand your audience and to develop your brand appropriately.
What makes your target market happy? What drives them? How can you appeal to their emotions in a way that makes them choose you over your competitors?
The answers to these questions will help you to refine your brand's mission and message.
4. Maintain Expectations
Your customers have chosen you and your brand for a reason. Don't forget that there are seemingly endless options to choose from, so don't take your customers' loyalty lightly.
Let your consumers know what they can expect from doing business with you and then see it through. For example, if you've built a brand around unbeatable customer service, don't let the ball drop in that regard. If customers associate your brand with the quickest delivery times, stay true to the brand they trust and make that reputation a top priority.
Sometimes a little switch up in branding can be exciting and can provide room for new growth when a company wants to keep up with the times or the changing culture.
At other times, a change in branding can be a bad thing. Be aware of what people appreciate and expect with your brand, and be careful before undergoing a complete branding overhaul.
Utilize the Tools of the Trade
To really establish a strong brand identity, utilize our expert web presence services. We've helped many small businesses grow their customer base.
If you need help branding your online content, reaching a broader audience, or in converting traffic into sales, we've got you covered.
Learn more about our services and let us know how we can help you brand your company for success.