The world is still facing the pandemic, and we have partially adapted the “new normal” in our lives. But we see no setbacks in the world of businesses and brands as competition forces to evolve with every passing year. The existence of brands is highly influenced on the trust of the customers but there are many options for people to choose from so building a unique and strong brand identity will help your brand to have a strong spine in today’s marketplace.
Branding is one of the important activities of the founder’s journey. How much budget to allocate depends upon how quickly you can move the needle. As traction will determine your next funding amount and investors flock in to get a share of your success. The traction figures take the most weightage in the investor’s pitch. So building brand identity has high influence in your search for how to pitch your business idea.
Brand identity is a form of awareness spread among potential customers using various marketing strategies. Brand identity is an image your customer has in mind which is mostly based on the representation of design, logo, and slogan of the brand. Even if your company or business has something unique and valuable to offer without appropriate brand identity your brand won’t shine in the digital world. Here are step by step tips to help while building brand identity.
The initial phase of planning
The first step to getting started with brand identity is to evaluate your brand’s goal and make sure those goals are profitable in every aspect of awareness and cash flow. When you are thinking of building brand identity you should have an answer to the simple question “what problem is your product or service solving for your potential customers?”.
It is worth investing time in developing a bio or buyer persona for your brand. A buyer persona is a fictional character that represents a brand’s potential customers, based on what you know about their behaviors and acquisition. Catchy logos and taglines are not enough, brands need to solve a problem their potential customers have!
A website is the center of all the online marketing strategies so a website plays a vital role in brand identity. The ultimate goal of building a brand identity is to get conversions which are mostly through your website. A good website will boost up your efforts of brand identity and honestly, it’s difficult to imagine a reason for not having a website for your brand in 2020.
Any marketing strategy is incomplete without consideration of competitors and marketing strategies have a direct influence on brand identity. The level of competition and analysis of competitors may vary according to your industry. Proper analysis of change in marketing strategy after the pandemic is required. A clear goal for effective brand identity is to be different from competitors as well as be the best among all.
Social media is rapidly becoming one of the most significant elements of brand identity. Along with informative contents or graphical contents social media platforms also publish some humorous content popularly known as memes! Due to such latest trends of various social media platforms, often people view your company in a personalized manner rather than a brand. This ultimately leads to a more trustworthy relationship between the brand and its potential customers.
Some traditional ways
The most underrated potential advertising method is offline or traditional marketing. Traditional marketing methods like billboards, newspaper advertisements, or posters are just not beneficial to small local businesses like restaurants, salons, or any other local business. Many big brands use billboards or newspaper advertisements till date. During pandemic business owners should minimize their offline efforts but should see the possibility of it depending on the type of the brand.
Aspects of uniqueness are dependent on elements like the brand’s name, logo (colors used), slogan, and even hidden meaning for your brand name or brand logo. A catchy slogan or logo can create a long-lasting impression of your brand. Long-lasting impressions can easily be achieved through influencers or brand ambassadors. The majority of people follow their idols for fashion tips, products to be used, and consideration of new brands to buy. Having relevant and good figures as your brand’s influencers will ultimately increase sales productivity.
People tend to purchase from brands they recognize so, one shouldn’t underestimate the importance of building brand identity. Archiving a recognizable brand identity is a long term process, building brand awareness is the first step. Even small businesses can compete against big brands because those big brands at some point have also started from scratch.
It is hard to predict when the lockdown is likely to be lifted and to what measures brands will be able to take to run operations smoothly. If you take the right steps, you can turn this situation into an opportunity and bounce back even stronger.