A clear brand identity has become crucial to the success of businesses from just about every industry around the world. Not sure how to build a brand identity or create a powerful personality? Let’s take a look at how your business can portray an image that customers can connect with.
In 2022, a brand’s identity communicates its core values, purpose, and message to the public. It allows people to form a solid idea about the who, what, and why behind the face of an organization. A strong brand identity fosters much-needed trust between businesses and their customers, and helps those businesses connect with people both inside and out of their target audience.
There’s no doubt about it. Brand identity is absolutely essential for maintaining a healthy reputation with customers in the digital age.
But what makes a brand identity strong, and what can your business do to ensure that it withstands the test of time?
We’re always being told that brand identity must be consistent, but what does that look like—and what steps can we take to arrive there?
If these questions strike a chord, you’re not alone. Many businesses feel the pressure to perform in this area. Fortunately, this article outlines some easy to grasp tips for businesses big and small that want to develop their brand identity in an authentic, sustainable way.
One of the first things any brand needs to do to develop its identity is to determine what its vision is. A brand’s vision is its aspiration for the future, the role it wants to play and how that role fits into the world around it.
Customers are more inclined to trust a brand if it appears sturdy and self-aware.
What makes your brand important? What sets it aside from other brands? What does the future of your brand look like in an ideal world?
Working as a team to answer these questions will help you develop a clearer vision for your brand’s identity.
Purpose also forms a huge part of any brand’s identity. In fact, you shouldn’t need a strong identity to know your brand’s purpose. It is what motivates progress and incentive for customers to invest their time and energy in you.
So, what is your brand’s purpose?
What exactly are you wanting to contribute to this world? What is it about your business in particular that offers unique value to customers? When a brand knows its own purpose, others will begin to see it, too.
You wouldn’t expect great results from shouting into a crowd of French people if you spoke Greek, so why appeal to an audience who doesn’t relate to or understand your brand’s mission?
Understanding your audience is the key to unlocking a greater conversation. When you know who your audience is, what platforms to find them on, and what motivates their interest in your brand, you can better meet their expectations.
One of the most effective ways for your brand to uphold a strong reputation is to develop and maintain a high standard of quality. If customers can see that what you promise is what you deliver, they will come to associate your brand identity with solidity and trust.
In this way, no brand can afford to have low or fluctuating standards. To better develop your brand identity, take the time to consider where your standards currently lie and what you can do to improve them over time.
When you have something to say, say it!
Building a brand identity means knowing your voice and using it to uplift and support not just your own business, but everything that you stand for as an organization. You can use all forms of marketing, from radio ads to social media, to get your message across.
In the past, businesses were under less scrutiny when it came to social, environmental, and political issues. But in today’s world, consumers have a very different set of expectations for the brands they invest in.
In 2021, 47% of respondents to a survey from Forrester claimed they want brands to take a political stance, and 68% of US consumers say they want brands to be clear about their social values.
While being bold in your brand values often comes at the cost of losing customers with opposing opinions, it also means cultivating a high level of loyalty and respect from others.
It may be a bit of a broken record, but consistency remains at the heart of brand identity and engagement. Being consistent in your branding advertises the important value of reliability—something that customers will always gravitate towards.
If your brand identity lacks consistency, it tells customers you lack an understanding of what they want. As soon as customers observe an inconsistent pattern of product quality, delivery, or services, they will be far less likely to put their faith in you.
So, be consistent, know your values, know who you’re speaking to, and above all, stay true to your original mission. Authenticity is attractive!