Is building a distinct brand identity really that important?
Consumers are overwhelmed by brands on a daily basis, both new ones and established ones.
By branding your business you give it a personality. The stronger your branding, the more unforgettable it will be. And this affects the bottom line.
Branding can support your marketing and advertising efforts. Even making it easier. So let's take a look at some top tips that help to build a successful brand.
1. Brand Positioning
Brand positioning is how your brand’s identity, product, and vision are strategically placed in the market and minds of consumers. The message needs to be clear and distinctive.
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So how can you make a success of it?
- Get emotional. Know your customers’ needs, wants, and values. Satisfy them and stay in line with those values. Create a persona of your customers and work in line with it.
- Differentiate yourself. Look at your competition, highlight the points of difference, find where you are going to stay different
- Communicate clearly. Do this using your logo, visual identity, packaging, and messaging
2. Build a Digital Presence Around Your Brand Identity
This is easier said than done but here is a list of some of the most important areas.
- Have a sturdy and customer-centric content strategy that provides real value
- Make your presence felt on social media to showcase what you offer and build credibility and loyalty
- Understand and develop SEO skills to rank higher and be found easily
- Use paid advertising
- Build an email list
- Make sure your website is on point
3. Embody Your Brand
Keep the tone and style of your brand consistent. The brand must stay consistent in all aspects. This makes it clear to customers who you are and what you stand for and prevents any confusion.
Color is an important part of your brand. These colors should be pulled in various ways into the user's experience. This increases recognition and the values associated with them.
Brands should embody their beliefs. The more human the connection that can be created the more loyal the consumers will be.
Examples of Effective Brand Identity
Red Bull is a caffeinated energy drink that promotes energy and excitement across its brand. This includes the colors, tone, language, and events it promotes and supports.
Ikea encapsulates Scandinavia and effortless design. Its personality is offbeat, quirky, and innovative.
And this personality may be what sets them apart from others because not many other brands have a similar style. Their award-winning storytelling is another key element to their success.
Finally, Apple is all about sophistication and simplicity. Steve Jobs wore the same simple clothes every day and this unpretentious attitude is carried through to the product.
By providing high-quality products and simplifying the technology to the point where anyone can use their products, it's a no-brainer for the masses.
Brand Identity Pitfalls To Avoid
Many organizations get their brand identity wrong despite having a great product or service.
Avoiding some of these mistakes could make the difference between success and failure. These mistakes can include:
- Complicating the brand
- Lacking authenticity
- Not having a unique sales proposition (USP)
- Unclear messaging
- Not having brand guidelines
To get more exclusive digital marketing secrets, including a course on Branding Positioning and Competitive Advantage by Marty Marion, click here to Join AdLeaks now!
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