Launching a company used to be a herculean task. You either had a pre-established family business that you could just take over or ventured into uncharted waters yourself with nothing but your savings and hope. However, times have changed now. There are tons of resources on the Internet in the form of eBooks, blogs, videos, etc. that can teach you everything you need to know about running a business successfully right from arranging the funds to marketing the products. However, this has also led to a massive hike in the competition.
The online space has become saturated with startups in every conceivable domain- from something as common as website design services to an exclusive niche like professional drone training. So, if you want to survive, you need much more than a business- you need a brand! In this blog, you will learn how to build yours.
Creating a Brand Identity
Brand identity is how your company looks, feels and speaks to your customers. It helps them decide how they want to interact with your products and services. So, you want a brand that creates a positive experience for others. This is accomplished by following these steps:
1. Research and Information Collection
Before you create a brand, you must know what your audience is and how you want to connect with them. You also need to take a closer look at your competition and align your business structures with your goals. This is because even a great brand that doesn’t have a solid business foundation can easily bump into one of the biggest challenges that even branding can’t solve. In other words, you can’t expect results unless you commit yourself to the entire branding process and find the answers to some of the important questions like:
⦁ Who is the audience?
⦁ What is the existing brand?
⦁ Where are the customers located?
⦁ What kind of problems is the audience facing at present?
⦁ Who are the rivals, and what’s their brand like?
If you can observe a pattern here, it’s all about gathering details about your present business model, your customers, and your competition. This information can help you understand what you want to tell your customers and how you want to stand out from the competition. Once you have succeeded in that, you want to select 3 words or terms that represent your brand. For instance, these could be fair practice, customer centricity, and creativity. These will become the three pillars of your brand.
2. Visual Content
Now that you have your brand’s ideology figured out, you need to spread the message which will, in turn, help build a brand identity. Most of this will be done through visual elements which are:
⦁ Company Logo: Your company logo is one of the most important visual aspects of your brand. It sums up the entire brand into one image and also helps your target audience to identify your brand in the crowd easily. However, with branding services like Tailor Brands it’s become a lot easier and cheaper to create a professional logo today. What’s more, you can do it all yourself. All you have to do is tell the program what kind of logo you want and share a few details about your business itself, and voila! The program will create a logo on its own using Artificial Intelligence.
⦁ Color Palette: Colors speak is more ways than you can imagine. For instance, red says passion, enthusiasm, and love. Similarly, black says boldness, power, and sincerity. So, create a suitable color palette for your brand that creates the emotions you want to evoke in your customers. Also, remember that the colors you pick will be used everywhere including your blog, website, digital advertisements, business cards, etc. So, it might be a good idea to do some research on the psychology of color in marketing and branding.
⦁ Typography: There are literally hundreds of thousands of fonts across the web that you can download. However, you should stick to only 2-3 typefaces which ideally should be a serif, sans serif, and a script each. For the logo, you can use a completely different type since it serves a different purpose. However, make sure that only these fonts are used in your emails, website, blog, presentation files, reports, etc.
3. Brand Voice
Once the visual content is ready, you need to give your brand a voice too. Think of it as an actual person with a unique personality. So, your brand will have a tone (button-down, blunt, tongue-in-cheek, etc.) and emotions that it strongly associates with. Putting these together will help you identify the perfect voice for your brand. It will also improve your online visibility and aid your best measures to increase your website’s rank on the search engines.
Empowering the Brand
Now that your brand is ready, you can work towards making it stronger and bigger. For that, you need to remember the following rules:
⦁ Try to sell the brand and not the product itself. This is because the average attention span of an individual is no more than 10 seconds today, and that’s not enough to highlight all the features of your product or show why it’s better. However, that’s enough time to attract your consumer through strong branding as its impression will last for a long time.
⦁ Don’t overlook brand monitoring. Here is the thing about the digital age that we are living in today- there are a lot of things on which you don’t have a direct control. For instance, a blogger may write a review of your brand but use a fake logo or associate your brand with values that are a far cry from the real ones. So, you need to keep an eye out on the various activities on the Internet that concern your brand. If you see some content that’s showcasing your brand but in an inconsistent or false manner, then you must take action and get it right.
⦁ Maintain high standards for content and design: The way your blogs, social media posts, and visual media viz. photos and videos look aesthetically and professionally greatly reflect on your overall brand. Using low-grade graphics, poorly written and structured content, etc. can easily send you back to square one. So, if you want to build a strong brand that’s best-in-class, then your content should show it too.
Branding is more powerful than most entrepreneurs think. If done right, it can empower even a small business to grab a lion’s share of the market. The only requirement is that you learn the basics and stay open-minded. A lot of times, businesses have to completely rebrand their brand, and the results may take time to show. However, all this effort pays off if you stay in the game long enough. Good luck!