Harsh but true:
Get your brand identity strategy right and you will reap the rewards. Fail to do so and the real likelihood is your business will flounder; at best it is highly likely that you will swim with the also-rans in your business sector, perhaps sufficient business to survive, but you will struggle to really prosper.
Your brand is the face of your company:
There are no two ways about it. A positive, attractive and inviting presence is required if you are to retain existing customers and attract new ones.
Company identity needs to be compelling. Your brand identity is crucial in establishing exactly who you are and what your focus is.
Clear, consistent identity for your target audience:
Without a clear brand identity and a consistent strategy to reinforce what you are all about you will not make the most of what you have to offer.
This means you need to understand your target audience and cater for them. You cannot be everything to everyone. Trying to achieve this will greatly reduce your chances of succeeding in the market niche you have chosen.
Clear, consistent guidance for marketing and advertising:
You need a clear vision of the brand identity that fits your company style and purpose.
Achieving this will greatly assist your marketing and advertising initiatives. It will allow for targeted sales and advertising material that match your current customer needs as well as enticing potential new clients.
When clear and consistent advertising and marketing campaigns are delivered through relevant social media channels this will help to gain increased recognition.
This is because ‘word of mouth’ will help spread your company and brand identity throughout online communities.
Why is building your reputation so important?
A powerful brand identity is the way to build reputation. The importance and growing influence the online world offers can open the door to previously untapped customer numbers.
While this should be seen as a huge benefit, it also brings challenges in the fact that you need to better the competition who are all striving in the same direction.
Look outwards but don’t forget inwards!
It is obvious that you need to look at how your company and brand are perceived from existing and potential customers. While this should be a major focus you should also work constantly to reinforce your ethos on all staff members concerned.
When you get internal buy-in you are achieving team recognition that inspires loyalty and a determination to succeed.
You need to empower, impress and encourage all those involved to believe in your brand. By achieving this you are nurturing your most important asset.
Just how crucial is brand identity?
It cannot be stressed to strongly just how crucial brand identity is. People see this as the ‘face’ of your company. The more effective your brand identity, the greater success you will have.
A constant focus on brand identity, how it is reflecting your company vision and how effective this is in attracting your target audience will make or break future growth.
It is imperative that your brand identity reflects positively on the products and/or services that you are providing.