01 May 3 THINGS TO CONSIDER WHEN CREATING YOUR BRAND IDENTITY
Are you starting a new business and thinking about how you will brand your company? Does your existing company need rebranding? Then you have come to the right place. Your brand is how customers and consumers recognize you, and it affects how they feel about you. Your brand is your company’s voice, personality, feeling, and more. Often, it is first impression people get of your company. A bad or non-descript brand can be detrimental to business. How do you go about setting up a good brand that represents your company well? Here are three tips to take into consideration.
What is your brand essence?
When you are setting up a business or rebranding, you need to know what your company’s essence or core is. As Simon Sinek says, you need to know your “why.” Sinek describes Apple’s “why” as challenging the status quo, by making great, user-friendly computers. The computers themselves are not what make Apple different or special; rather it is Apple’s rebellious, free-thinking nature. You want to have a brand essence that is so strong that people are captivated and become loyal.
What is your story?
A great way for people to connect with your brand is when they can learn more about your business and how it started. Do not be afraid to let consumers and customers know who you are and why you do what you do. Tell them which problems you are trying to solve and why you want to love those problems. Let the public peek behind the curtain and learn about your company culture, mission, and vision. Companies that do a good job with this, create loyal customers and fans, who can become ambassadors for your business.
According to Hubspot’s Inbound Methodology, some ways to build brand loyalty and turn customers into brand ambassadors is to “delight them.” Delighting customers can include creating a loyalty program so customers get special deals, birthday discounts, or first looks at new products. this makes customers have a unique experience they can to back their claims of how great your business is.
Who is your ideal customer?
Be sure to have your ideal customer in mind when designing your brand. Customers tend to vouch for brands they see themselves in. If you sell a product, think of how people may want to take pictures with it or make a video about using your product. Your logo, packaging, colors, branded hashtags, and taglines can all come together nicely to create not just a great product or service, but also a great experience.
Remember when deciding how to brand or rebrand your company, product or service, you need to aware of what your essence is, let your story/history come forward, and have your ideal customer and their wants and tastes in mind. Being true to yourself and your customers is a great way to build brand personality and brand loyalty.