4 Steps to Establish Your Brand Identity
Brand identity is a crucial element of success for all businesses and one of the best ways to promote your small business. Even if you don’t consider a brand’s identity all of the time, you can still determine that Apple’s is based around sleek, sophisticated minimalism. Whenever you see an Apple product, you feel something, and this is what your brand identity should do for you. Here are some quick tips to help you establish it effectively.
Understand Your Audience
You won’t be able to outline the needs of your brand without first understanding your audience.
In fact, not knowing who your audience is means you will find it impossible to appeal to your target audience, as you will not know what they want from a company. Therefore, you must carry out thorough research about what customers will expect from your company. You can use this information to craft a brand identity that will grab their attention.
Play Up Your Image
Once you have established your identity, you can start to play it up whenever possible.
If you want to come across as a fun, playful company, consider how you can get this across to your customers through social media or marketing campaigns.
If your business is all about improving the future, think about something that screams sci-fi, such as metallic promo printing, and a retro-futuristic aesthetic that is instantly recognizable. If you have a creative spark, you can take this further and adapt it to suit your brand, allowing you to make this image your own.
Consistency is always essential when you are trying to establish a brand identity. You need to make your voice heard across a variety of channels, including social media and print media. and Consistency will come from deciding on a voice, a tone, and a language that you use in your campaigns and advertising that makes it clear that it is yours without even showing your logo.
The more consistent you are across all platforms, the more established your brand identity will be, and this will make future campaigns much easier, as customers will already know what to expect.
Establish Brand Policies
Establishing a brand identity for small businesses is relatively easy as there are not enough employees to make drastic changes. The problems come from growth, which can be a double-edged sword. You want your business to grow and achieve greater success, but you don’t want to lose your identity or voice along the way.
When faced with business growth, you can mitigate any possible identity issues by outlining policies for new employees to adhere to. Through this, you can feel confident that your team understands your mission and will therefore retain your identity no matter how big your company becomes.
Failing to establish a brand identity may mean your company will struggle to stand out from the crowd, allowing your competitors to leap in and steal customers from under your nose. Work out what you want your business to be as early as possible and remain consistent.