Do brands have identities? Sure they do! Think about some companies most associated with a strong brand identity: Starbucks, Nike, Apple, and Coca-Cola. When you think about these brands, you think about more than products. Whether it’s excellence and determination or the warm feeling of bonding with friends and family, each brand has a strong identity of which customers want to be a part.
Small and medium-sized brands can have identities, too. How do you create one?
1. Define a compelling brand story: Craft a persuasive narrative communicating your mission, values, and unique selling proposition. Share your brand's origins, your vision for the future, and the specific problem you aim to solve or the need you fulfill within the market. Think about the brand 4ocean. It started as the dream of a pair of surfer friends and has grown into a nationally recognized brand with dozens of products made from recycled ocean plastic. It’s not just a company. It’s a mission. What’s your mission?
2. Focus on visual branding: Develop a cohesive and visually appealing brand identity with a distinctive logo, color palette, typography, and overall design aesthetic. (4ocean is another excellent example. All of its colors and brand designs revolve around ocean themes.) Ensure consistency across all marketing collateral, including your product packaging, signs, and banners. Create a style guide to maintain visual consistency and enhance brand recognition among consumers.
3. Build an engaging brand persona: Cultivate a voice and tone that aligns with your brand's values and appeals to the preferences and interests of your target market. Engage with customers through authentic and relatable content, such as storytelling, user-generated content, and behind-the-scenes glimpses to humanize your brand and foster a sense of community and connection.
4. Emphasize customer experience: Prioritize exceptional customer service and personalized interactions to create a positive brand experience. Establish clear communication channels, provide prompt and helpful support, and actively seek feedback to demonstrate a commitment to being responsive and helpful. Be easy to do business with!
5. Cultivate a strong multichannel presence: Establishing a brand identity takes time and exposure. Leverage all of the marketing channels to make your identity known. Get in front of your audience using every channel possible. Share authentic stories, respond to customer inquiries, and foster meaningful connections with followers and potential customers.
Brand identities aren’t only for the big guys. They are for you, too! Figure out what you want your brand identity to be. Then contact us and let us help you make it happen.
