Brand identity goes beyond the right logo on a swag bag or coffee cup. It’s all about creating a persona that communicates the core foundations of your brand’s makeup. The most important brands today grow across multiple digital platforms, and in-person experiences, and communicate directly with real customers. At Webloo, we have fun crafting brand identities through a 5 step process. Read on to find out the steps your brand needs to see real change and growth.
Who are you in the marketplace? Who are your competitors? Your customers? When you understand where you match up against the competition and who you’re serving, it’s much easier for company leaders to take charge. Discover the most essential growth factor and analyze how customers perceive your product or service. An in-depth competitor analysis is also helpful to understand how you stack up against the competition, what actions you need to employ, and how you can be different. The analysis typically includes competitor website reviews, search engine optimization, and analyzing brand identities, and advertising tactics.
If you’re looking to have success, you’ll need to dig deep to understand your core philosophy, including your mission statement and values. When you figure out what your unique value proposition is to the consumer, you’re at an advantage. Build a brand that represents your values and your voice, and you’ll never be lost on who you are or why you do what you do.
At Webloo, we have strategies to determine your mission and values by working with client management, investors, and customers to come up with messaging that represents the company and brand’s overall essence. We come up with a unique voice that stands out among the noise.
Once you’ve established the inner workings of your brand, you can then start working externally to refine the visuals and voice of your brand. You’ll use this to consistently promote through all your marketing channels, including your website, social media, advertisements, and packaging.
Your visual identity is your calling card for your customers to recognize and trust you, so this includes your colors, fonts, logo, and overall style. The brand voice needs to be powerful, value-driven, unique, original, resonate with your audience, and stay consistent. When developing your brand voice, it’s helpful to analyze the target audience stats, including their profession, social lives, ages, genders, and who they’re buying from.
Unfortunately, brand identity doesn’t just get formed in one night. That’d make our jobs a lot easier. Instead, you’ll need “trial and error” to find the right strategy that works to grow brand awareness and strengthen your identity–this comes with time and consistency. With a strong social media presence, you can speak directly to your target audience whether on Facebook, LinkedIn, Pinterest, Twitter, Instagram, or YouTube.
Direct communication with your customer is one of the best ways to directly grow your brand. PR in the right places like television and print interviews, trade journals, and mass consumer publications also helps to get your name out there. At Webloo, we develop a comprehensive content marketing strategy to tell the story of your brand and get it in front of the right people.
Another tip is to consistently analyze your website and online reputation to see if it aligns with your brand’s aims and objectives. Make sure your websites and socials are user-friendly and mobile-friendly, load fast, and have several touchpoints with clients and customers.
A brand needs to have an identity that starts with intrinsic values that rarely change over time. To stay on top of the competition, it’s important to refine your brand voice over time to make sure it’s in alignment with your brand values and core propositions. Digital advertising has metrics you can use to test new strategies and target certain people. Your brand isn’t just a mission statement. It’s a whole brand wrapped up in a method of thought, values, and character—like a human being.
Business is an art, and at the end of the day, you need to provide your unique perspective to whatever you do or sell. If you are only going for what everyone else is selling or how they’re selling it, you won’t make your mark. Repeatedly going back to these 5 steps to ensure you’re making the most out of your business is great. Contact us at Webloo to get set up with a brand identity or tweak the one you already have.