Creating a strong brand identity from the ground up isn’t simple. What should it resemble? What should people think about it? Will it hit a chord with my intended audience?
These questions arise when you determine how to connect what you’re selling and who you want to reach.
For example, with 75% of Australians drinking one cup of coffee daily, now is an excellent moment to launch a coffee company.
The coffee industry is booming, and the number of people who consume coffee daily is steadily increasing. You should know the correct strategy and know-how to build a successful coffee brand.
So, here’s a comprehensive guide to creating a great brand identity for your firm, whether you only have a business idea or want to shift your current branding design.
What Is A Brand?
The fundamental question at the center of it is: what is a brand?
Everyone in business and marketing uses the word “brand,” but not everyone understands it.
A brand is the impression of a product, company, or individual by those who come into contact with it. A brand is more distinct than a name or logo. It’s the unmistakable feeling these assets elicit.
Brands exist only in the consumers’ minds. Everyone who encounters them, including employees, investors, the media, and, perhaps most significantly, customers, remembers them.
Brands are people’s perceptions when they see or hear a business.
1. Why Are Businesses Creating Branding Strategies?
People tend to think of a brand as the logo for a small business. But when you think about it, so much more goes into it than just a logo. A brand incorporates every aspect of a company, from its name to its culture and voice.
But why bother with branding in the first place?
Businesses have been branding since the dawn of business. They wanted to mark their territory.
Here are some reasons that businesses are creating branding strategies.
They Get More Customers 🧑🤝🧑
People want more from a business than just products and services.
They remember a name, logo, and the business’s “look and feel.” If you put these key elements together cohesively, you will get more customers interested in what you say.
A Yotpo survey found that 63.4% of Australian customers are likelier to shop directly from the brand. Only 14.3% said they would buy the business’s products through Amazon.
Source: Yotpo
To Create a Brand That People Recognize 🍎
When you have a strong brand that people recognize, you can expand into new things much more quickly than if you had no brand.
If someone says “Apple,” you probably don’t just think of the fruit—you think of iPhones, computers, and music players. That’s because the brand is strong enough that you recognize it no matter what they do with it.
The key to why Apple is such a recognizable brand is simplicity.
To Make the Company More Trustworthy
When people see your brand repeatedly, they know they can trust it. It’s like when you see a company on TV.
There’s a familiarity that comes with seeing them all the time.
An Adobe study states that 70% of customers will buy products and services from a brand they trust.
2. Recognize the Brand
You know what they say, “Out of sight, out of mind!”
And it’s true—when you’re not top-of-mind for your customers, they’re not thinking about your brand. Instead, they think about your competitor.
So, you see why brand recognition is so important?
People are forgetful because they have a lot on their minds. That’s why it’s so critical to stay in contact with your customers and keep your business in their minds.
Doing this enhances your chances of being top-of-mind when they need your product or service. They may also choose to come to you over someone else who offers it.
Brand recognition enhances people’s impression of you as a business, making them more likely to trust you.
3. Decide on Your Brand’s Personality
Naming your company and knowing where to start is challenging. You may think you should name it after something personal and meaningful, but is that the right thing to do?
If you’re naming your business after a random childhood memory or what you did last summer, you may confuse or bore customers.
When you name your business, getting your brand personality right is essential. A strong brand personality helps customers identify with your company and connect with it emotionally.
Here are some of the best ways to determine your brand personality.
4. Make a Memorable Brand Name for Your Business
Customers will frequently meet your brand’s name as the initial part of your brand. The name must be unique, genuine, memorable, and long-lasting to resonate with your target audience.
It should stick to their thoughts, develop and sustain consumer trust, and stay relevant as your business grows. In other words, having a solid brand reputation requires a good brand name. Who wouldn’t want that?
Sometimes, the perfect name will just come together.
Your name doesn’t need to state what you do. To tell that story, you’ll employ supporting taglines and graphics.
Choose a name that suits the tone of voice of the company. Be clever, research, and determine who you’re attempting to market to. You need to consider various marketing features to name your company effectively, so don’t take this lightly. Make sure it’s easy to read, pronounce, or spell.
5. Passionately Create a Brand
If you plan to start your own business, you might feel overwhelmed by the details involved. There’s much to consider: the physical product or service you will provide, your market, and the financials involved.
But one of the most crucial details is creating a brand from your heart. Here are some ways you can passionately make a brand.
Get Clear On Your Purpose
What is it that pushes you to do what you do every day?
Is it the ability to help people? The feeling of liberation you get when you’re creating something new? Does the joy come from witnessing a satisfied customer?
Whatever it is, get clear on it and remind yourself of this purpose daily.
Here is an example of a business that found its purpose.
Translate Your Purpose Into A Mission Statement
A mission statement is an action plan for achieving your purpose.
Many Australian business owners fail to create a compelling mission statement that their employees can get behind.
In a survey by Leading Teams, only 20% of Australian employees thought their employer’s mission statement was compelling and inspiring. 40% of employees stated that the mission statement isn’t unique to their business. Additionally, 10% thought the mission statement didn’t mean anything.
Source: Leading Teams
When writing a mission statement, think about the purpose behind starting your company and the impact you hope to have in your industry, community, and the world.
Your mission statement should be easy to comprehend and provide clarity and direction for anyone who reads it. This is especially important for your employees.
Define Your Values
Your values are the core principles of your business. They are the beliefs that guide every decision and action you take as a company leader.
Your values might include integrity, transparency, trustworthiness, or innovation. But remember that your values should be unique to you and not just a list of buzzwords from other companies’ mission statements.
Final Thoughts on Creating a Brand Identity
In summary, creating a brand image from your heart is an honest expression of who you are.
But brand-building is hard work. It requires research, experimentation, and more than a few mishaps along the way.
Moreover, you may have to bite your tongue more than once when speaking about your brand with others. Still, if you desire to follow your dreams and pursue a business related to it, give your brand voice the personal touch to help you along the way.
Did you like reading our article on building a memorable brand? If so, you can find many other articles on branding and marketing on our blog on Tommy.
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