The way other people see your business helps create a brand identity and build name recognition. Entrepreneurs often focus on building a customer base, refining processes and bringing in revenue. However, branding is also a vital component in word-of-mouth marketing.
It all starts with knowing your core values. Stackla reports around 86% of consumers feel authenticity is the most essential part of connecting with and supporting a brand. Yet, the majority feel less than half of companies create content that resonates as real.
Building your brand identity can happen quickly. You must focus on the basics and ask for help when you need it. Here are six steps to help you create name recognition at lightning speed.
1. Know Your Audience
You’ve likely heard the marketing advice over and over to know your target audience. There is a reason most experts recommend creating buyer personas and digging into demographics. The better you know your customers, the more you can gear your site to speak to them directly.
The best way to personalize your offers is by segmenting your audience as it makes sense for your business. You might have several buyer personas rather than just one. Survey your customers and figure out what they most want and why.
Create at least one buyer persona, but possibly more. Make sure you understand the type of content and language each group responds best to.
Although people sometimes buy from the Candy Warehouse for other reasons, they realize most of their customers buy for special events such as weddings and parties. With their audience in mind, the image on their landing page features customized mints and good bags. They also list themes in their navigation. Their brand identity is for bulk candy sales, and it shows.
2. Uncover Your UVP
What is the unique value proposition (UVP) for your brand? Part of who you are ties to what you offer that no other company does. Take the time to think about why you started the business in the first place.
Next, look at all your competitors. What are their UVPs? Choose something that makes you stand out from all others in your industry. It can be anything from the fastest delivery to the best customer service. The key is to differentiate yourself.
If you still aren’t sure what your UVP is, ask your customers. Why do they choose you over other brands? You can learn a lot simply by asking a few well-timed questions. Be sure to thank your clients for their input with a gift or reward of some type.
3. Create an Amazing Logo
Your logo should stay with you for the life of your brand. It must state who you are, what you offer and highlight your unique personality. You also want it to look unique from other logos in your industry.
There are many different types of logos. You might do a symbol, word logo or a combination of the two. Only you can decide which format works best to showcase your brand.
Although some startups try to create their own logos, you might be better off hiring a professional to do this work for you. You want an edge to something that resides in everything related to your company.
The Best Ever Brownie Company states what they’re all about with their name. They include it in their logo, keeping the overall design simple and focused on the words. Although the logo is a combination of text and image, the image is simply a black circle with an inset line. It sits boldly against the lighter colors of the website design.
4. Find Your Voice
What is the personality of your brand? If you serve mainly Generation Z, you might go with a youthful and fun approach. On the other hand, if you offer financial services to seniors, you may need to take a more formal and serious tone.
Think about the company culture. How does it reflect in what you do? If you are a family-oriented company filled with fun and laughter and your persona as a business is stuffy, the two don’t match. You want consumers to see you as authentic and true to yourself.
5. Choose a Color Palette
The colors you select to represent your brand can evoke emotions in the viewer. You can say a lot without using words at all. Red creates excitement, deep blue evokes trust and black is serious.
Think about the voice you chose above and what colors best suit it. You then need to choose a color palette with a main hue and some complementary ones. What colors make your CTAs pop, and how do they mesh with your primary shades?
Closer sells masks. Because of the nature of the pandemic and how serious people take their personal protective equipment, the company’s tone is pretty serious. Note how they used muted shades even in the images.
The rest of the design is in a very basic black and white. The neutral shades put the focus entirely on the product and not any fancy gimmicks.
6. Remain Consistent
Once you decide on an image, color palette and attitude for your brand, stick with the decision. Customers want to know they can count on you to stand by your word, and consistency builds the impression of reliability.
Create a brand style guide so anyone working on graphics or your website knows the standards to follow. List your voice and how to use it on social media and in marketing efforts.
The more detailed your style guide, the more authentic and consistent your brand recognition.
Rely on Customers
Ideally, you’ll create such a strong brand presence your customers will talk about you to others. Word-of-mouth marketing is one of the most powerful tools at your disposal, and it only costs you the effort to be consistent with your customers and put them first.
One of the fastest ways to make a name for your business is to ask your current clients to share information about you. Encourage them to share social media posts, let others know about your products and leave reviews.