Crafting a brand identity is as difficult as it can get if there aren’t a bunch of committed people working for it. There is a load of effort that goes into portraying and maintaining brand identity. Brand identity means how people perceive your brand. What do the people see when they look at your brand name? Does it mean sporty and comfortable? Does it mean classy and exclusive? Is it giving a feeling of homeliness? There are many questions to be asked, but first, you have to ask yourself: What do you want them to see or feel? If you are the head of a startup, would you want your customers to have the same warm experience that they have when they buy from their street corner? Or would you want them to understand that you deliver the same quality as anyone out there, even providing the best that there is?
There are many brainstorming sessions before a team is able to figure out how to portray their brand
Crafting a brand identity is not a one-off task; it needs to be reinforced through various media channels to make sure that the image holds true. People need to see and to hear about your brand to have a perspective on it. It is not an easy task. Each department of a company has to come in and decide how to proceed; this is the job of top management to make employees understand what the company is trying to do here, and the image that they need to maintain.
There are many ways to keep reinforcing your brand image in the minds of people out there, customers and potential ones alike. Here are a few that I am mentioning:
- Who are you? – You will first have to understand what your company is all about. For this, you will have to realize what your strengths are and then build on those. The top management needs to talk between themselves and to decide on the vision they have for the company. In effect, that vision goes a long way in deciding the brand identity of the company. For example, if you are looking to be the most customer-friendly and quick service in the market, you have to show it consistently, through execution and advertising alike.
- Visuals – If you are a company having a small business and working through your website; you must realize which parts of your company the customer is able to see. If you are coming to your website, he/she is only able to see what is available for the customers, i.e. the interface. You have to make sure that the interface and the concept behind it speak to anyone who is visiting your website. That is your first point of concern, so make sure that the visuals are stimulating enough to understand what your company is all about.
- Logo – Obviously, if you are not a big enough brand, it does not matter which way you designed the logo. Logos are mostly for established brands and not newbies who are in the market. Still, logos go a long way in telling people what your brand is all about. A nicely designed logo shows the concept behind the company. If a customer sees a logo of your business, it tells him/her that your brand is an established one.
- Writing A Slogan – This is not an easy task at all; you are trying to sum up your brand in a few words. That takes some doing, to say the least. A slogan can be funny, concerned, classy, or anything for that matter. It needs to show your brand in the way that you want people to perceive it and by choosing some words that are relatable to those people. Many brainstorming sessions take place before everyone agrees on a slogan that will work well for the company. If you need help coming up with a slogan, try getting help from English experts on websites like Essaywriter4u. If a brand is changing their slogans at the very start, they are taking their chances of having the customer remember them.
- Marketing – As a company, you will try out different methods to market yourselves. It might be social media marketing or email marketing; it might even be paid advertisements. Eventually, you want those campaigns to count for not only generating sales but also establishing a theme for your company. You can try out any method you might want depending on your budget, but be sure that the theme you are trying to maintain remains consistent throughout. You need to tell your story to the people, what you stand for, and how you like to serve people. If you need help with
penning it down to be shown to an audience, you can take the help of experts from websites likePaperDoers who know how topen down a story that the people will like. - Reinforcing – It is not easy to keep reinforcing the brand identity. You can support your theme through various different methods, but do not set out to write the same content; that will eventually bore the customers. If you want to reinforce your brand image, there are various marketing tools like banners, posters, television advertisements, the internet, and the local newspapers. You have to supplement one campaign of yours with another one that is slightly different to make sure that you are essentially conveying what your brand is all about. Many companies take a risk at one point of time after they have hit a static; they tend to change their theme and differ their brand identity. If they are an established company, it is a major risk and has been shown to backfire rather than work well for the company. If you are on that path, you can keep on making slight changes to your brand image each time to show a shift rather than completely uproot the old one.
