5 Tips to Create a Powerful Brand Identity
To establish a strong brand presence, you need to have a powerful set of visual assets. However, that’s not all. Check out the steps below to find out more.
1. Analyze your ideal customer, unique value proposition, and competitors
You need to conduct market research to understand your audience, unique value proposition, and rivals. Firstly, make sure that you know your ideal customers and their needs. By understanding your audience, you will be closer to developing a product that people will admire.
Secondly, analyze your product and identify what makes you unique among others and allows you to stand out. To develop a successful brand, you should know the difference between your company and your rivals. Thirdly, create a clear mission statement that includes your vision and objectives.
For example, Mercedes-Benz is an exclusive brand that demonstrates the success of someone who has its products. The company communicates superiority and exclusivity. This strong brand reflects German precision, quality, and discipline. The company targets customers that are 25-45 years old and have high incomes. The brands’ clients value luxury and comfort.
2. Come up with unique visual elements for your brand that reflect your ideas
Once you do your market research, create a logo that combines your values and represents your product well. Remember, it helps customers recognize your brand and come back.
A logo is always included in online and offline forms of promotion: email campaigns, web push notifications, chatbots, posters, billboards, infomercials, commercials, etc. Try brainstorming with your team to create something unique and easy to recollect. Besides, it’s also imperative to develop appropriate packaging and an interesting form.
Lots of women worldwide would recognize the product package from Tiffany & Co. — a small but valuable blue box with jewelry. Now it has become the world’s most popular package.
3. Think of the language you use to communicate with customers
At this step, you need to connect with your customers. For this purpose, use the language that suits your brand personality. For example, if your company is laid-back, use conversational language. It’s essential to use the same tone across all marketing channels. Since people like storytelling, consider creating a story for your brand. It helps build connections with your target audience and evoke certain emotions.
4. Avoid several negative practices
It’s critically important to avoid several things when developing a strong identity. First of all, don’t communicate mixed messages to your audience so as not to confuse them. You should always know what to say and use the language and visuals that fit your company.
Secondly, be unique and innovative. Find ways to improve a product you want to offer or add something special. For example, provide customers with a new feature or better quality.
Thirdly and most importantly, remember to be consistent in your values, ideas, and messages. You need to stick to your plan and use the same colors, font, elements, and shapes when interacting with leads and customers.
5. Monitor your progress
Finally, track your performance metrics to know if everything goes right. Consider leveraging Google Analytics, surveys, reviewing customer feedback on your product, and checking social media to get an understanding of how well customers perceive your brand. Moreover, surveys, reviews, and comments will help you figure out the areas that require some changes. This, in turn, will enable you to improve the user experience.