Oct 24, 2022
In Wellness Forum
Your brand identity is more than just your logo. It’s more than style guides, marketing materials, or color palettes. Your brand identity is the culmination of how your brand looks, feels, and speaks to customers. It influences the entire customer experience and ultimately affects how others view your credibility and business. With all this at stake, your small business brand identity will not magically reveal itself overnight. It requires time, research, and deep thinking, but the results are worth it. So where do you start? 1. Research, research, research You can’t create a brand identity that resonates with your customers if you don’t understand your customers to begin with .Cold calling company for windows and doors replacement So, first take the time to truly learn about your primary, secondary, and tertiary audiences. Develop personas that define their likes and dislikes, hobbies, and values. Once you have a deep understanding of your customers, move on to competitive research. How are other companies in your industry positioning themselves in terms of visual elements, personalities, and themes? And finally, don’t forget to interview the people closest to your current brand: your employees. They have an important point of view on how the company should be portrayed, and what has and hasn’t worked in the past. 2. Create assets Once the research phase is done, the fun can begin. It’s time to translate all your learnings into visuals. Here’s a quick list of common brand assets: Logo Color palettes Typography Iconography Photography and graphics for marketing campaigns Style guide that explains appropriate logo usage and tone of voice, among other things As you’re building your brand assets, think about the 3 Cs of branding and how they can help: Clarity: It’s your job, not your customer’s, to figure out your message. If they have to work to interpret something you’ve created, your brand isn’t clear enough yet. Consistency: Your billboard needs to have the same voice as your website, which needs to have the same voice as your Twitter account. Why? Consistency in your brand inspires confidence and discipline. Commitment: We want our ads to go viral, and the minute they don’t, we get discouraged and shift directions. Don’t forget that great branding takes great time. The 3 Cs of marketing (create, capture, and convert) can also help once you move deeper into asset creation specifically for marketing campaigns. 3. Define your brand story Cement your brand identity with a brand story. Best lead generation company for Air Duct cleaning This isn’t necessarily your origin story, although it will have components of why you started your business. The goal of your brand story should answer these questions: What does your brand believe in? What pain points does your product or service alleviate? How does your business solve those problems? Why did you decide that your business should alleviate those pains? Where do you see your business going? As you’re crafting your brand story, remember that it’s not just the elevator pitch you give to people when they ask what your business is. It’s about how your brand relates to people and why it exists. 4. Iterate and refine Your brand identity may change over time, and that’s okay. Once you have created your initial brand identity, analyze and refine it based on customer feedback. Test new strategies and tactics to see what works best. For example, you could A/B test different taglines on your homepage to see which story resonates best with your audience.