10 tips on building a brand identity that stands out
Let’s talk about something that's crucial for any business, yet often overlooked: building a strong brand identity. In a world where everyone is shouting for attention, how do you make your small business not just seen, but remembered? And how do you ensure that the brand you’re projecting to your customers reflects your core values as a business?
Here are 10 key things you need to consider:
Start with your core values. What does your brand stand for? Your brand’s core values are the compass that guides everything from your marketing strategy to customer service. It’s not just what you sell, but why and how you sell it that matters.
Know your audience. Understanding your target audience is like having a secret roadmap to success. What do they love? What do they need? Tailor your brand to be the answer they’re searching for.
Create a unique logo. Your logo is often the first handshake between your brand and the world. It should be reflective of your brand’s spirit and be memorable.
Build a strong online presence. In today’s digital age, an online presence is non-negotiable. Make sure your website is mobile-friendly, easy to navigate and your social media is buzzing with activity. Post, share and engage with your customers.
Consistency is key. Whether it's your website, your social media, or your packaging, consistency in your visual elements (colors, fonts, styles) builds familiarity. Familiarity breeds trust, and trust is marketing gold.
Speak with your own voice. How you communicate is just as important as what you communicate. Find your brand’s voice. Is it professional? Quirky? Inspirational? Your tone should resonate with your audience and reflect your brand’s personality.
Tell your story. People love stories – they’re wired into our DNA. Share your journey, the highs, the lows, and everything in between. A compelling brand story creates an emotional connection that goes beyond just products or services.
Quality is the best business plan. Never compromise on the quality of your offerings. A great product or service is the best advertisement. People might come for the branding, but they stay for the quality.
Customer relationships are everything. Treat every customer like they’re your first. Responding to feedback, addressing concerns, and appreciating their loyalty goes a long way in building a community around your brand.
Adapt and evolve. The market changes, trends come and go, and customer preferences shift. To continuously stay true to your brand’s core values and customer promise - you have to keep your finger on the pulse of your industry and be ready to adapt accordingly. Stay fresh, stay relevant.
So what does this look like in practice? Let’s walk through a few of our favorites.
Patagonia, originally founded in 1973, has long championed environmental sustainability. Their brand look has evolved to prominently feature eco-friendly materials, outdoor imagery, and a commitment to fair labor practices. This visual consistency reinforces their dedication to environmental responsibility.
Method, founded in 2000, disrupted the cleaning product industry with a focus on sustainability and design. Their packaging features bold colors and clean design, reflecting their commitment to sustainability and non-toxic ingredients. The evolution maintains a fresh and contemporary image.
Bombas, launching in 2013, entered the market with a mission to donate socks to those in need for every pair sold. The original focus on comfort and quality is reflected in their clean and modern look, emphasizing simplicity and compassion. The visuals align with their commitment to providing comfort to customers and prioritizing social responsibility.
Building a brand identity isn’t an overnight job, but it's an exciting and rewarding journey. It’s about creating a personality for your business that connects with your audience on a deeper level. Work on building a brand that appeals to people's hearts and minds, and watch your business grow!
