Any business nowadays can benefit a lot from creating a powerful brand. And while branding, as the all-encompassing process does require serious devotion and dedication, brand identity is a single aspect of branding you should probably focus the majority of your efforts to.
The reason behind this being the fact that you should present your brand in the best possible light to your audience if you wish to reach success. Now, there are numerous ways you can achieve this, some of them give better results than others. Here, we will discuss some of the best ways you can establish a strong brand identity, thus increasing your chances of expanding your consumer base.
Brand audit
First, you should conduct a brand audit. This is basically like running a health check of your brand to see how well it is performing on the market. It will help you determine your strongest points, as well as your problem areas, which will help you improve your branding efforts.
Therefore, conduct an in-depth analysis of the products/services you are offering to find out how you are being perceived and how well you are connecting with your current customer base. Next, run a competitive analysis to determine how other brands from your industry are doing, which will allow you to identify any potential strategies they might have missed and use them to your advantage. The collected data will help you determine if there are any customer pain points that have not yet been addressed, target those pain points with your branding efforts and thus attract more potential customers.
Tell a story
Storytelling as a branding strategy became increasingly popular recently, which why you should definitely consider implementing it in your branding efforts. If you wish to create a strong brand identity, you should offer your customers insight into how your brand got to the point where it is today. Therefore, you’ll need to think about your brand’s message, mission and the promise you’re making to your audience.
The best way to do this is through the content you publish on various media channels. However, you have to make sure that the content you publish is relevant to your audience. Here, think in terms of highly-informative articles, product or service reviews, demo videos and so on.
Focus on the visuals
Visual identity plays one of the leading roles in building your brand identity. It includes everything from your brand logo and the colors you decided to use to your tone of voice and the fonts you use when tailoring your messages. Whatever you do, make sure that your brand’s visual representation is consistent throughout all the channel you use for marketing to avoid raising confusion and to make it easier for your customers to form an emotional relationship with your brand.
On the other hand, every brand that has been on the market for quite some time can strongly benefit from rebranding. This way, you’ll be showing your customers that your brand is not stuck in time and space, but that it has the affinity to grow and expand alongside the market, as well as customer needs. However, rebranding should be approached with care and it should be done only when it’s absolutely necessary.
Offer value
The more value you offer to your customers, the greater the chances of creating an engaged and loyal consumer base. Here, you need to do everything in your power to show your customers you care about them, by offering them exceptional customer support and service.
Aside from this, you should also determine your USP (unique selling point) which will help your brand stand out from the crowd, thus allowing your consumer base to notice you more easily and connect with your brand on a more personal level. Your USP can be literally anything as long as it offers value to your target audience and sets you apart from the rest of the businesses operating in the same industry.
Building a strong brand identity is definitely not an easy task. However, if you do your homework right and identify all the aspects of your brand identity that set you apart from the rest of the crowd, you can be sure that it will bring numerous benefits your way.
