Whether you are a new business looking to make an impression or an established one in need of new ideas, branding can be overwhelming. Its easy to overthink what your brand should look and feel like, since there are many contributing factors. So let’s break down three of the most important things to work on when building your brand.
Creating a singular image that represents the idea of your brand is no simple task. Some companies spend years iterating on their logo, constantly tweaking it as design trends change.
But even through logo redesigns, some of the most successful companies’ logos retain the core imagery through every iteration. Think of companies like Apple, Microsoft and Starbucks. These brands have changed their logos many times over the years without ever abandoning the heart of the design.
Confidence and consistency in a brand’s logo leaves a lasting impression on customers. If you aren’t satisfied with the look and
feel of you initial logo, rework it right away. It’s better to take your time finding the right design than to end up going through a re-brand later on.
You’ll want your logo to be ready to go as soon as you’re ready to promote your company. It’s a good idea to even work up different variations of you logo that can be used in different types of promotion. Create a full version that consists of both you company name and your imagery, as well as a simpler version that is just your initials and a small image.
Eventually you will find yourself in need of different color variations of your logo. Because of this, it can be useful to make your brand colors fairly different from each other and to have quite a few colors used in your branding. Having a bright and eye-catching logo color is nice, but when you need to inevitably place your logo onto a flyer or advertisement, it might blend in a bit too much. Having darker colors available in your branding helps to get around this roadblock.
Every business has a target audience. It is important to embrace that audience and build your brand around it. Reaching outside of this audience could risk your ability to build a unique reputation.
Once you thoroughly analyze who would benefit most from your product/service, incorporate their needs into every part of your branding efforts. This goes beyond identifying a specific age or topic of interest. Consider which social platforms your audience tends to use and where the voice of your company fits in best. You want to engage with your customers within their comfort zones.
Thinking of your brand as having a voice of its own will help guide you to the right places to present your company. If you determine that your brand has a light-hearted and fun tone, then social media ads should be your focus. Such platforms allow for tons of creativity and your brand’s tone will shine through greater than on a pre-roll online video ad or anything in print.
Your brand’s personality and values are important outside of just your marketing and advertising. This post highlights how JetBlue Airlines utilizes social media to embrace their passion for their customer experience. The brand is still marketed through traditional means, but JetBlue decided that its brand values are best shown off through customer service interactions on Twitter.
Build brand identity through content
A strong content marketing plan is a great way to properly support your brand’s values and worth. Creating a brand identity that your customers align with is worth more than money.
The idea is to show customers why you’re a useful brand to engage with. Add value that doesn’t involve needing to pay you. Provide tips for the industry you operate in. And use this to build trust between you and your audience. Studies show that 50% of buyers purchase based on their belief or trust in a brand.
There are numerous ways to go about creating content that builds up your brand identity. Blogs, podcasts, video tutorials and other types of helpful content have proven successful.
Even though your brand identity is built around how your customers might engage with you, that doesn’t mean you shouldn’t diversify your content. If your personal brand value comes from video tutorials you put on YouTube, don’t just neglect blogging. In fact, businesses that blog get 67% more leads than those that don’t.
Both forms of content allow you to show your value to customers. You can even cross over topics by creating blogs that are essentially written versions of your videos.
All of these efforts will help increase your brand awareness, so be sure to stay consistent. Set goals for your blog posting frequency. Share your content on social media and promote it in newsletters.
Take pride in your content and preach it everywhere you can. The goal is to build trust, not just views. But people need to know that you’re making content. It’s not going to show up on page 1 of Google search right away.