Establishing a strong brand identity is one of the most effective ways of gaining a competitive edge in an increasingly crowded marketplace. There are plenty of brands that have created successful brand identities, such as Apple – a company that has endured major restructures but maintained its brand image in the face of evolving consumer demands. You might ask, how does a company manage to achieve that level of branding success? Primarily, it’s by having a clear vision of how everyone sees your brand. Here’s a guide on how to build a great brand identity that resonates better with your customers.
- Revisit your mission
- Involve the Customers Front and Center
- Perform a SWOT analysis
- Implement Strategies to Establish the Brand Identity
Revisit Your Mission
Understanding your company’s mission and core values is key to ensuring you have a brand identity that works for you. Re-evaluate into what you’d like to achieve with your business in both the long, and short-term. Your brand will be of no good to you if it isn’t delivering on the customers’ needs, so make sure you focus on what your business achieves for them.
Every department needs to work towards underpinning the same core values in the eyes of the customers as this helps provide customers with a consistent and reliable experience. It’s important to ensure your employees understand your brand identity as they are the ones representing the brand, which means they should know the right way to talk about it.
Involve the Customers Front and Center
Apple has maintained a consistent, compelling brand presence for decades by reaching out to its audience and getting to know what they think about the issues. Usually, customers who feel included are more loyal than those who feel as though their brand relationship begins and end with transactions. Reviewing your customers’ experiences of your business offers an early indication of any aspect of your brand that is underperforming and gives you a chance to right the brand identity ship before making costly mistakes.
Perform a SWOT analysis
When reviewing your brand, take time to examine the strengths, weaknesses, opportunities, and threats facing your business. Such reviews and competitor audits are critical in understanding your future strategy. A SWOT analysis process can give you an indication of areas into which your business is slacking, where you can expand business or strategies to employ to take advantage of growth opportunities. This helps you to stay ahead of your competitors as well as respond to the changing needs of your customers.
Implement Strategies to Establish the Brand Identity
Once you’ve built value into your brand, it’s your responsibility to communicate that value to the mindful consumer who is out and about in search of a strong, high-value brand. To do this, you need to implement various strategies to help grow brand awareness and strengthen the brand. Recognize channels where your brand voice is highlighted the most and use them to increase your influence. These could be in bios, messaging, calls-to-action, visuals, etc.
It is challenging to step back and see all the confusion surrounding your company’s messaging and branding. Whether you followed all the right steps of creating a brand identity or not, it’s important to keep in mind that a brand is an evolving asset that requires constant attention, and frequent evolution based on the changing needs and preferences of your audience. For this reason, companies must routinely analyze and tweak elements of the existing identity.
If you’re ready to take the necessary steps toward reviving your brand identity, JK Premier Marketing is here to be your guide. Let us help reinforce your brand presence!