Brand identity is all about how a consumer perceives you. It involves a few different components, elements like logos, taglines, and the personality you emit. It’s created to convey a message, the value of a company, and what it can do for its customers.
Brand identity isn’t the same as brand image – your company image is how customers actually perceive you, while your identity is how you want them to. When these two things are in sync, your marketing jives. But, when they differ, this affects your ability to sell.
So, how do you build a brand identity that leads to a solid brand image? Start with the following five tips:
Determine your goals
According to Investopedia, one of the most important aspects of identity is the ability of a business to truly know itself. A sure way to do this is to determine your key business goals and your target audience. What image do you want your company to convey? And who do you want to reach?
Find a Personality
A brand identity without a solid personality isn’t a brand that will be remembered. If you’re not sure whether you want to be a company that’s fun or one that’s serious, consumers won’t look at you as a business they can trust. So, find a personality and stick with it. Knowing your clientele helps you do this – if you market to ambitious go-getters, adopt a personality that’s audacious, as well.
A key aspect of brand identity is consistency; across each marketing platform, maintain a similar tone and communicate a similar message. If you go back and forth, you’ll lose customers. Instead, they’ll go elsewhere…straight to a company that instills confidence.
Have an Exceptional Website
In today’s age, your website is your first chance to make a good impression; according to Prolific Marketing, this is one of the reasons it’s key. Any website that’s difficult to navigate, thrown together, or lacking pertinent information may test the patience of your audience; they’ll log off way before you reel them in. A solid website can be expensive, but it’s an investment worth making.
Offer Useful Content
Ten years ago, SEO was about keywords over everything else. A plumber in Denver, Colorado made do with something along the lines of the following: Carl is a plumber in Denver, CO. As a Denver, CO plumber, Carl specializes in plumbing. Those days are over – now content, high quality, and useful content is king. The content you provide should fulfill your customer’s needs. Make sure it offers them value in the form of information, entertainment, or – ideally – both.
Be a Person, not a Corporation
The Search Engine Journal reminds businesses that you can never overvalue the importance of a friendly face, even if that face is a thousand miles away, typing behind a computer. Social media allows you to incorporate friendliness into your brand identity. Be real. Be nice. And be accommodating.
Know Your Stuff
According to Site Pro News, being an expert in your field attracts clients. So, claim this status – accentuate your strengths and showcase your willingness to learn, to adapt, and to innovate.
Brand identity is how you want to be known; it’s your ideal image online and off. The above tips help you create a strong, solid identity. And this translates into a good reputation.