How to Create a Powerful Brand Identity?

How to Create a Powerful Brand Identity?

Jul,2019 By Smarty Software Knowledge Base

If you are reading this article, you either have just come up with a business idea, or you intend to adjust your existing brand. Whichever it is, keep on reading to find out all you need to know about framing a valid and enduring brand; the opening move to have successful marketing.
Note: Reading this article can literally affect your branding strategy, so if you do not have enough time to read it all, bookmark it for later. Tips mentioned in this article work back-to-back, thus they require full attention and commitment.

Written by: 

Masha Zamani

With the mounting number of businesses aiming to bolden their identities from the rest and stand out, many small business owners have become totally aware of the importance of a well-established brand. However, you need to differentiate the concept of a brand with a logo.
Branding is the strategic, business-minded way that you define your business with, or simply put, it is your business identity that goes way beyond words and looks.
Your brand does not only suffice to a catchy name, a cool logo, the perfect corporate colour or advertisements. We have all seen numerous businesses with all the above-mentioned factors, failing at their early stages without making a name for themselves. As might be expected, nothing is guaranteed, yet people often mistakenly think that by choosing the creative elements right, they have owned a brand. Your brand, in fact, holds your values, your beliefs and purpose, the way you interact with your customers, and the impression you leave for the people. Your brand is what makes you highlighted and motivates your customers to always come to you instead of your competitors. It speaks for you and raises awareness about the existence of your business.

How to build a brand?
Fact number one: building a powerful brand supported by devoted fans does not happen overnight! Such a purpose would even take years to be achieved, but it worth’s the efforts as the process would lead to more credits and approvals, more reliable customers, and more revenue. So, how are you going to build a powerful brand? Let's spell it out:
Know the target audience: Getting to know your target audience is the real stepping stone for you. The more specific you get with your target audience, the easier they can identify and refer to you. Identify the needs and motivations of the prospects, detect the challenges and objectives, and approach them. You will do a great favour for your marketing and sales team!

Do your homework: Whether you own a small café or you want to establish your beauty salon, you’ve got to conduct a well-rounded competitor analysis to measure where you stand in the market. This knowledge will truly help you understand your customers’ taste better and will set the tone for you to interact with them. Even if you are a small business trying to be included among big names, you will need to learn the ropes first. Your competitors are the ones that help you build a better business model in an easy way. Find out about their tactics, their social media marketing, their weak points and strength, and try them as a customer’s point of view.

Have consistency: The more consistent you perform, the more customers you will make. When establishing a brand, you are not only going to sell, you also want to win the customers’ trust. The unified experience you deliver to the customers provides a valid face and character for your business, and your consistency through time expands your network. This experience includes both looks (your website, signature, packaging, the advertisements …) and the impressions (your motto, customer service …) you grant the customers. Clearly state your purpose, and personalize a motto that best suits this purpose.

Be one in your kind: Your customers do already know a reliable brand to fulfil their needs with, so stop copying! Failing in the originality is always much more appreciated than succeeding in the imitation. You will definitely prefer the original Luis Vuitton to its high copy version. If you want to excel, you need to prove that you present the value worth the change. What missions do you want to accomplish? What value does your product bring to the table? What is exactly the message you want to send to the world? Think carefully about them before you launch your marketing campaigns.

Create a logo:
"A brand's visual vocabulary will be reflected in your colours, fonts, logo and overall style," says Raquel Baldelomar. All the creative elements you benefit from –including your website, logo and the templates- should be distinguished, impressive, coherent, and flexible. It is true that your logo is the identity to your brand, but no need to make a drama out of it! The logo, the colour you choose and the way they rhyme with the message you want to spread will feature in customer’s mind if you choose them wisely. Choose your logo wisely, don’t fall for the exotic icons and temporary designs, select a design that is easy to understand for everyone. Pay attention to the details. What fonts do you prefer? How do you set your tone? Which colours display you?
Each colour gives you an impression, colour psychology is proved to be one of the most important factors in the business world. Of course, there are many articles available about the power of colours and the impact they leave for the customers in the business world, but if you want to know more here is a brief description of 8 most used colours in business:

  • Red: Besides being the symbol of affectionate love, red is often the first colour most businesses in the food industry choose. Red evokes the appetite, energy and strength.
  • Orange: Orange is the colour of adventure, inspiration and enthusiasm. In business, orange is the symbol of affordability and close connection with customers.
  • Black: Black is the colour of complexity and sophistication. It indicates the power and control, but it also can convey the unfriendliness and cold relations.
  • Yellow: A small touch of this happy colour not only attracts the eyes but also stands for logic and proper decision making. On the other hand, using yellow can cause anxiety, change customers mind, and discourage them from buying your product.
  • Green: Green signals money, health and tranquillity of a business. It conveys calmness and wisdom in making business decisions.
  • Pink: Pink which is commonly known as feminine business colour, is also known for inspiration, warmth and a promising future.
  • Purple: Purple AKA the royal colour, is considered to be the colour of wealth, success and wisdom. It inspires the problem solving, and creativity.
  • Blue: The colour of calmness, productivity honesty and trust. Blue evokes a sense of security and reliability.
Keep it simple: Choose identifiable looks and a quite simple signature. People tend to relate more to easy-to-understand pictures and content. If you are designing your website, try to select a coherent theme that fits your brand colour followed by simple content. Believe me, nobody is going to reward you for choosing the most complicated words which are displayed on your website. But if you run a social media campaign on your own, you are supposed to know the difference in the language of the media. Each platform is unique and focuses on a specific range of audience which requires a different type of branding and marketing. If you know the difference between Twitter, Facebook, Instagram, Pinterest, Reddit, etc. you would easily tailor your message and spread the word for your business.
Develop your website: Your website will reflect you to the world, it’s your official look book. Through a website, people are given the chance to dig a little deeper to find out about you and your brand. You can share the in-depth information of your brand that you mostly don’t share it on your social media channels. Your website is the right place for sharing your story, the information of your team and brand and providing a proper knowledge base that your clients can relate to. Whether you want to look stylish and modern or you prefer being skilled and genuine, the website gives you the exact pitch. Be careful of the word you choose and the tone you set in your website. Try to keep a steady voice, your prospects will easily recognise the coherency in your tone.

Consider having a knowledge database: Knowledge is power. Your prospects start to trust you more when they accept the fact that you are a reliable source of knowledge. As you form the knowledge base, you will gain more and more experience and theoretically prepare yourself for the probable challenges ahead of you. Try with the basic articles and move forward to the ones that agree more with your purpose. If you prove yourself as a reliable source for your clients they will trust you and come to you when they face any question. See? It’s about branding, not only sales.

Start promoting: As a business owner you know the right time for advertisement better than anyone else does. Establish your brand's identity. Either you want to do online or offline advertising, you need to make sure that you advertise the right people. You want to get more referrals, clicks, and sales by the right group, therefore you need to narrow your target audience down at the beginning and then run the marketing campaigns. Remember the homework? Don’t skip it!
Learn how to brand yourself on social media as well as other networks and start promoting your business. Make use of the visual branding technics and watch the colours psychology. Nobody likes to read the lengthy stories behind a simple photo. Keep the captions simple with respect to the functionalities of the platform. Try to engage customers every chance you get. Determine a calendar for the promotions. Ensure the consistency!

Build long term relationship with your customers: The way you support your clients is the key to your success. We all get complains and negative vibes at times, but the way you deal with the problems is something else. Be selective about your customer service agents. Define high culture in the company for the clients, try to personalise your messages to each customer and ask them to give you feedback.

Pay attention to your staff: As you go through each of the phases, keep in mind that your staff are as important as your customers. You can not make a brand all by yourself. Sometimes our coworkers can enlighten us and inspire our creative self the most. Invest in them and put your trust in the people you are going to launch your business with. The internal satisfaction and the nurturing working atmosphere you build will lead to more creativity and productivity for your brand. Happy staff work seamlessly for your company and put all the efforts into their work. Nothing beats a person with high jo satisfaction!

So make no mistakes about it, and never give up! Good things take time.

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