People are exposed to hundreds of different brands each day. There are adverts on your social media, your TV, dotted around public spaces — you can even find promotional content in your email inbox. And the key to setting yourself apart from the masses? Brand identity.
A memorable and loveable brand identity is one of the most valuable assets your business can own — it can boost your profitability, build customer loyalty and give you an edge over your competitors. Your brand identity can be the difference between your business thriving and surviving.
So, how can you make your brand one to remember? Here are five of the best ways to reinforce your brand identity.
1. Design a Memorable Brand Image
Your brand’s visual image is a huge part of your business’s identity. Your colour palette, logo, and style make your business recognisable and memorable, and play a huge role in customers’ first impressions of your business.
A professionally designed brand image can make your business appear more dependable, and the use of certain colours can evoke emotions in customers. The visual features of your brand should entice potential customers and make them want to learn more about your business.
So designing (or updating) your brand image, using eye-catching elements and themes can help you stand out from the competition and define your brand’s identity.
2. Shout Your Brand’s Values from the Roof
If you want to form lasting relationships with your customers, your brand’s values need to be at the heart of your brand identity. Your values should impact almost every aspect of your business, from your visual image to your products to the customers you attract.
First, define your values: what does your business stand for and why? Does your brand revolve around customer experience, innovation, social or environmental impact, or something entirely different?
Once you define your values, it’s time to shout them from the roof. Not literally — unless your marketing strategy involves a rooftop and megaphones. But expressing and demonstrating what your brand stands for is how you’ll attract valuable customers.
Over half of all customers want to see more than just an attractive product with a fair price tag — they want to see brand values and ethics. Customers want to buy into brands that share their values — brands that make them feel good about their purchases. And when brands offer that feel-good purchasing experience, customers will almost certainly keep coming back for more.
3. Brand Your Packaging
Branding your product packaging is a great way to show off your brand’s image, improve the look and feel of your products, and make your business more recognisable.
When customers receive a product in branded packaging, their overall experience with your business is enhanced. Simple unboxings of products or foods can become exciting and memorable experiences.
The design of your packaging can also do more than look fantastic — it can help you connect with your customers. With text, images and colour, you can convey important messages, and share your brand’s values. For example, Innocent smoothie drinks use packaging that reflects the company’s commitment to sustainability.
Custom packaging is an affordable and effective way to boost your brand’s identity. And you can easily customise different types of packaging, so whether your business uses protective, takeaway or retail packaging, you can start improving your brand recognition and customer loyalty.
4. Consistency Is Key
If your brand identity is going to be recognisable and memorable, it needs to be consistent. Your brand image, values and messaging should be clear and constant.
You should use your logo, colour palette and other features of your brand’s visual image across all of your business resources, materials and products. Staff should also have work-wear that’s in-keeping with your brand’s image. Consistent branding across your business boosts your professional image, making your brand feel more dependable.
As well as your visual image, your brand values should also be unwavering and consistent throughout your company. Your marketing campaigns, customer service, products and everyday business operations should reflect your core values. Your staff should be on-board and supportive of the brand values and ethics.
A brand identity that contradicts itself causes customers to question the business as a whole. But a consistent brand identity will help you build trust with your customers, and make your marketing strategies much more effective.
5. Create a Community
One of the best ways to boost your brand identity is to take customer relationships further by building a community for your business. Your relationship with your customers doesn’t have to stop when they leave your website or make a purchase. Instead, invite customers to become a part of your community. This will allow you to keep in touch with customers
You can create a community using an email newsletter, a social media page or group, or an online forum. Or, if you’d rather have an offline community, you could communicate by mail and even organise periodic events.
Once customers join your community, they have the opportunity to stay engaged with your brand, giving you the chance to build lasting customer relationships and increase repeat business. When customers feel included in a community and valued by a business, they’re also more likely to spread the word about your brand.