The Power of Brand Identity
New and experienced business owners know the importance of having a strong brand identity. However, brand identity is so much more than having a good logo: it's about how your entire brand presents itself in your industry and how you interact with your audience, customers and employees included. For these reasons, it's essential to understand the power of brand identity to craft a persona that adds a good personality, establishes trust and consistency, and differentiates your business from others in the industry.
To create a strong brand identity, you will need to pay attention to some crucial elements of your marketing strategy to make your brand stand out. Here are just a few of the things to address when developing a brand identity:
Name. Like it or not, your brand's name is the first impression your company will make on potential customers. It should capture the essence of your company while remaining simple, memorable, and original. Be one-of-a-kind, so you're different from similar brands, and tap into strong emotions that come with your industry (for example, if you're a car company, you might want to appeal to adventurousness!). Still, make sure your name is short, easy to pronounce, and most of all, easy to understand.
Logo. After your name, your logo is the next thing that customers will remember. Studies show that the brain can recognize an image within 13 milliseconds, so you'll want to ensure your logo creates instant brand recognition. A good logo will be identified even without your company's name attached! Like your brand name, spend time developing a logo that is simple yet unique and memorable. The simple apple image for Apple or the signature "swoosh" for Nike are perfect examples!
Look. Consider the look of your website, social media posting, and even your office design when crafting your brand identity. Everything from colors, font types and sizes, images, messaging, layout rules, and more will convey strong brand identity. Consistency is critical when it comes to this– any deviation from letter spacing or brand colors could harm your brand's image!
Value Proposition. The unique value proposition (UVP) of your brand defines how your business differs from other competing companies in your industry, so developing your UVP strategy is crucial to strong brand identity. Use simple messaging to communicate to your audience how your business is unique, the benefits of using your products and services, and why the customer needs what you're offering specifically. Be concise, and remember there is no need to be too sophisticated or complex. Keeping it short with meaningful wording will be much more memorable!
Mission and Values. Speaking of messaging, be sure to communicate your company's mission and values when interacting with your audience, including establishing and clearly defining your brand's values! This will not only focus your efforts towards a goal but also let your current and potential customers know what you stand for. Without clear values, your brand may feel too corporate to others to feel approachable. Try to pick values that reflect the needs of your audience– this will keep your brand relatable and relevant for an extended time.
Trust Mavrik Media Group to be your digital marketing specialists! We create unique marketing solutions specifically for your business, so you're getting the growth and success your business needs. In addition to geofencing, we also offer website development, content creation, social media strategy, brand identity and design, and much more. Visit our website to learn more, or call us at 405-463-4160 to get started!