Entrepreneurs in their early stages of business mostly misunderstand that their brand identity is all about a unique logo. Unfortunately, only 1–2% of entrepreneurs escape from this loophole. Well, if you want your business to stand out from your competitors, follow the marketing strategies, ideas, and tips provided in this article.
What is a brand identity?
Brand identity is a house of unique features that relate the brand to its customers. A logo is the simplest form of brand identity. Apart from the logo, there are taglines, slogans, texts, images, graphics, symbols, gingles, etc. that communicate the brand’s personality. Thus, any form of content that conveys the brand, its values, its products, and its services is called brand identity.
Steps to create a distinguishing brand identity
The step-by-step approach to creating distinguishing elements of your brand is:
- Understand your audiences: Identify what impresses your target audiences
- Understand your value proposition: Relate your product’s value propositions to the audience’s needs
- Create a personality for the brand: Choose the colors, fonts, or images that are to be used throughout the brand communications
- Integrate the personality into all elements: Combining the brand’s personality into every element
- Monitor the various brand identities: Monitor which element or identity performs well
- Continuously improve them: Improve those messages that are not aligning with the audience’s emotions
Strategies to establish a unique identity for your brand
Some companies fail at the first step of creating multiple brand identities. So, they have to follow the above steps to create different identities for their brand that speak the same language and message to their audiences.
Well, there is another set of companies that have already created their brand identities. However, they do not know how to establish their business as distinguishable from those identities. The below strategies will work for this set of companies. Let’s directly dive into them:
- Communicating the value you created
- Avoid copying your competitors
- Staying consistent across all messages
- Try different brand marketing strategies
- Collaborating with influencers
Communicating the value you created
Through your products and services, you might have created value for your customers. So, communicate the same across all your brand communications. Once people start relating to them, they will easily position your brand in their minds.
Avoid copying your competitors
Do not try or test any strategies that resemble your competitors’ efforts toward brand marketing. Start innovating how you reach out to your audiences, what you convey, and how they perceive your brand.
Staying consistent across all messages
When your business involves multiple channels of marketing, like digital, print, etc., you have to ensure that all your brand messages are aligned with one another.
Try different brand marketing strategies
Create and market your brand identities in different ways so that your audiences experience your brand in multiple ways. Each marketing strategy will captivate at least one segment of the audience. When you have multiple strategies rolling out one after the other, you can effortlessly grow your audience.
Collaborating with influencers
As we all know, influencer marketing is getting bigger and bolder after the COVID-19 pandemic. In fact, people easily get connected with the brand when influencers carry your brand messages.
Developing a powerful brand identity is a crucial step in every business’s growth curve. After all, the majority of people start opting for your products and services because of your unique brand value, not the value your products create. However, the minority of people who consider the value of your products will continue to do so for the value propositions you’ve created so far. So, either way, you get sales and revenue.