Your brand should be at the heart everything you do as a business.
From the colour palette you choose for your corporate identity through to the customer service you deliver; your entire business should be singing from the same hymn sheet to deliver an experience that resonates with your audience as distinctly your own.
Your brand is your identity, and the key for consumers recognising your business. But, how do you get started improving your brand?
We’ve put together seven of our top branding tips to help you increase brand recognition and delight your audience!
By personifying your business, and delivering a human identity, you are more likely to increase engagement and come across more authentic to your consumers.
According to a survey conducted by Stackla, 86% of those surveyed stated that authenticity is important when deciding what brands consumers like and use.
Consider using emotive words, and tell stories that will resonate with your audience to grow a connection that will deliver greater long-term purchase consideration.
An important part of branding is making sure your consumers know who you are, what you do and what you stand for.
Make sure your brand identity is instantly recognisable and memorable, featuring explicitly across all of your marketing channels. Customers are much more likely to purchase a product or invest in a service from a business they trust – and awareness is key to this.
As the award-winning 1958 McGraw-Hill ad states:
“I don’t know you.
I don’t know your company.
I don’t know your company’s product.
I don’t know what your company stands for.
I don’t know your company’s customers.
I don’t know your company’s record.
I don’t know your company’s reputation.
Now, what was it you wanted to sell me?”
Research, research, research
Research is a key factor in improving your brand. To create an identity that resonates with your audience, it’s imperative that to understand them.
To do this, you need to conduct research on your audience and discover their:
- Problems – what actively impairs their day to day activities?
- Desires – what motivates your audience?
- Challenges – what gets in the way of your audience achieving their desires?
Make sure you also research your competition, see what they are doing and see what is working for them and what isn’t.
For example, are there customer pain points or challenges that your competition aren’t talking about? Are there gaps within their approach that you can exploit to create a unique, identifiable position within the market?
Be active on social media
The benefits of social media for your brand are endless.
Make sure your social media messaging clearly reflects your company and its values. Social can be a great place to interact with your consumers and potential businesses so ask open ended questions and get some conversations going on.
Consumers will often visit a company’s social media pages when researching a product or service, as it can often be a channel that is more frequently updated than a website.
Customers may also be on the hunt for any feedback or posts about your product or service, so make sure that any negative comments are addressed quickly and effectively.
Define your niche
As your company grows it is important to find your position in the market, and then using it to define your business.
Narrow down your target market by either offering specialised products or services or by specifically aiming your content at a certain demographic (i.e. working-class females aged 25-35 years old).
Focusing on your target demographic will help you create more specific content and make it easier to create personalised, targeted marketing campaigns.
Make sure wherever you promote your company, whether on social media, your website, or on Google Ads, that you are consistent in your tone and messaging.
If your branding is consistent across all channels it will make it easier for consumers to recognise your company and will help increase your sales.
A consistent presentation of your brand can help increase your revenue by 33%. This is a significant amount for any size of company so is worth taking the time to implement consistency.
Never take your eye off your brand
Always monitor your brand and how consumers are reacting to it.
Make sure you are updating and amending it when you find it becoming outdated. Having a stale brand will only have a negative impact on your strategy so keep an eye on trends in your industry to see if you need to update or improve your brand in any way.
Making sure your brand is fresh, current, relevant, and authentic is vital in attracting consumers as well as raising brand awareness.
How we can help
Our team of marketers are experts in building and transforming brands. We work closely with each business and their employees to ensure their personality, values, and unique identity shine through.
Contact us today to find out how we can improve your branding.