Branding is key to a business’s success, but how do you make sure your brand feels unique?
No business operates in a vacuum. Even if your offering to customers is innovative and different from anything else on the market there is always competition for your customers’ cash. So, from the day you first put pen to paper on your business plan it’s important to consider how you’ll be getting your brand out there and really raising awareness of who you are.
Brand identity defines what your business is all about, and how you create value for customers and clients alike. A strong and genuine brand identity is key to forming strong relationships with your customers, generating loyalty and ensuring future success.
But what makes a good brand identity? If you’re just getting started with your own company, here are our top tips.
Tell your story
One of the most effective ways to make sure your brand is unique is to share your individual story. What are your values and how would you encapsulate your “mission”? How did your business come to exist and what’s your vision for where you want to be in 5 years time? A strong narrative creates a connection between you and your customers, separating you from your competitors. This can be particularly effective if you’re a local business with ties to your area.
Storytelling can also be done through advertising. A unique advertising message can have a strong impact on potential customers.
Find your niche
Most businesses spend too much time talking about themselves. Of course it’s important to share the benefits of your services and products, but you also need to show your customers that you care about their needs.
The best way to do this is to find out exactly who you’re talking to. Who is your target audience and what problems can your business solve for them? Listening to your customers will give you a clearer idea of the content they’re likely to respond to, giving you a greater chance of success in the long run.
Keep your messaging clear and consistent
Nothing kills branding faster than a message that’s too complicated. People want to know what they’re dealing with in a matter of seconds, so a message that feels convoluted, or one which is constantly changing, is more likely to frustrate your audience rather than engage them.
Make sure every aspect of your branding aligns. Your social media, your website, your advertisements and your products and services should all have a similar feel to them. An effective tagline can help to create this sense of unity, providing it is simple and reveals something about what your business stands for. Think of Nike and their now iconic ‘Just Do It’ slogan.
The written word is a powerful thing, and can allow you to get across a deeper understanding of what your business stands for. However, in order to grab the attention of customers and stick in their minds, you need strong visuals.
Videos, images and infographics receive the highest level of engagement, so consider every aspect of your business visuals from colour palette and fonts to logos and animations.
Make authenticity your focus
It might sound cliché, but in the end the most important aspect of branding is to be yourself. In a world where there are infinite brands promising to be the best in the biz, authenticity feels like a breath of fresh air to customers looking for products or services. Authenticity creates connections, which in turn creates customer loyalty that can help you achieve long-term success.