A strong brand identity can position a company in a way that will lead to greater success.
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A strong brand identity has the power to elevate and position a company in a way that can yield greater success. A strong brand identity is essential for small businesses to differentiate themselves from their competitors and stand out. But branding is not just about a logo and a tagline. It’s all about telling your story to customers through all channels. It can be difficult, but creating a strong brand identity is one of the most important decisions that you make for your small business. It will influence how people view your company.
These are three powerful reasons branding is so important for small businesses. Here’s how to start creating a strong brand identity.
What is brand identity?
Your branding will help your company present itself to the world, from your website’s appearance to what you use to communicate your message, These elements are key to your brand identity. They include your mission statement, brand values, and the imagery you will use to highlight your products. A strong brand identity communicates a consistent message to your audience and builds trust.
It’s easy to think of branding as logos and color palettes. However, in reality, branding encompasses much more than that: brand positioning, customer experience design, advertising campaigns, marketing materials — the list goes on!
Related: Why Branding is Even More Relevant To Businesses Today
Why is branding important?
A branding strategy is an approach to positioning your business as a market leader, and generating customer loyalty.
A branding strategy is basically a blueprint for how your brand identity will be communicated to customers. It involves defining who your target audience is, what type of branding content they might want or need from you and where they can find it (including social media channels).
It’s about developing brand values that are relevant to you, defining what sets you apart from other businesses within your industry, understanding how people perceive and interact with you online (both as bloggers and social media influencers) and building an emotional relationship with customers.
Related: 4 Branding Strategies Every Startup Founder Should Know About
How can a small company market its brand?
To create a stronger connection with your target audience, you need to create an emotional brand message that resonates with them. People should be able explain to others why they value your business and what it offers.
Everything from your social media marketing content, to your website’s blog posts and press releases, all aspects of marketing your company reflect the way you want people perceive your brand.
Your messaging, tone of voice, imagery and core message are important. In short, ensure that every touchpoint is in line with your “vibe”. Is your brand playful or serious? Are you sophisticated and chic?
As you can see, creating a strong brand identity requires a lot of factors. Your company will be able to stand out and achieve greater success if you take the time to think about the creation of your brand identity.
Related: Why Personal Branding Is a Secret Weapon
