How to Create a Successful Brand Identity

By on April 19, 2018

The brand identity of your company must be consistent, personalized, and thematic if you want to be successful. After all, anyone can sell a product or service. The key is to have your business associated with these items so customers will come to you over your competitors again and again. However, if no one knows who you are, this certainly won’t happen.

In this day and age, people are looking to forge meaningful connections with the places they do business with. They want to know that the companies they frequent are run by humans who care as much about their customers as the sales they make. To show you’re not another impersonal corporation, let your brand identity start doing the talking.

Sell Yourself

Although selling merchandise is one of the main objectives of owning a business, you’ll need to put that prerogative aside and focus on selling yourself as a company first. No matter how amazing your product is, no one will buy it if they’re not wowed by you first.

The perception you give off to others — both locally and globally — means everything when trying to entice your target audience. That being said, make sure you have your audience in mind when developing a brand for your company. Their wants and interests will have a major part to play in your success.

However, don’t let customers’ desires completely takeover your brand identity. Your identity must be authentic to you, and people will learn sooner rather than later if you’re not being genuine. Have your brand express who you are as a company and the values that move it forward.

Keep this in mind when developing your social media voice. Posts on social media may seem fleeting, but a lot can be said in just 280 characters. Let your posts communicate what your company culture is like in way that’s understandable to your audience.

To paint an even clearer picture of what your business is about, utilize the bio sections in your social media accounts. Concisely state who you are and what your company does. This is not the time to be cutesy or vague —  people shouldn’t have to second guess whether or not you actually provide the kind of product or service they’re looking for.

Finally, if you want people to get to know you, then engage with them. Answer any questions you’re asked on social media and comment on posts from others as well. People don’t like being talked at, they like being talked to. The same rules apply to businesses.

It’s All About the Visuals

People don’t say, “a picture’s worth a thousand words” for nothing. The visual component of your business is one of the most important elements of your brand identity. Your design needs to define you as a company as much as a name does.

When people search your business across multiple social media channels, your profiles need to look consistent to encourage brand recognition. If your Facebook, Twitter, and Instagram accounts look like they’re run by separate entities, people will come to think they are different organizations and not form a connection with you. By sticking to the same username, color palette, and logo, people will begin to associate those colors and symbols with your company and recognize the content you publish as belonging to you.

Along with visual continuity, also be consistent in the kind of content you post. Stick to topics that are related to your industry. If you sell pet products but write about parenting human children, people won’t know what your company is actually about.

Lastly, you need to be active on social media on a regular basis. If you’re irregular with when and how often you post, followers will lose interest and spend their time elsewhere. So devise a posting schedule and stick to it.  

Don’t Be Afraid to Start Over

If you’re reading this and already have an established company with a less-than-successful brand identity, this article still applies to you. It’s never too late to revamp your image, especially if it’s communicating a message that’s not congruent with what you do.

Even companies that have experienced incredible success have made the rebranding leap and have achieved even more growth because of it. One of the best things you can do for your company when building your brand is to do some research on your social media networks.

The reason why you’re not getting as many followers or likes may be that the platform you’re using isn’t right for your company or target audience. Look into which demographics use which social media networks to determine the platform that will make the biggest impact on your company.

Also, don’t assume that just because everyone is on social media that they know you have accounts too. Broadcast this fact on your website, business cards, fliers, anywhere you can. Your brand identity will benefit greatly once people know they can actually reach you on social media.

Give your brand a boost as well by connecting with influential corporations. These companies will already have a large following that you can piggyback off of if you can get them to mention you in one of their posts.

People won’t buy your products or services if they don’t know who you are. That’s why the brand identity of your company is so important. Even if you’ve been in business awhile, there’s nothing wrong with shaking things up and creating a new brand that works even better for you.

Remember, who you are as a corporation is just as important as what you sell. By being authentic and true to yourself, your brand will not only be solidified and protected, it will be well received by your audience.

About Avery Phillips

Avery Phillips is a unicorn of a human being who loves all things related to people and their entrepreneurial spirits. Comment down below or connect with her on Twitter.
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