With 2020 now in full swing, millions of businesses are trying to make a name for themselves. Part of that is establishing a memorable brand identity that resonates with prospective customer bases and reflects the business’ ideals.
If you are one of those business owners, you might be overwhelmed by the challenge. However, don’t fret, you can do it; all it is going to take is some work.
6 Steps To Build a Better Brand Identity in 2020
1. Create A Easy-To-Remember Brand Name
Think of the biggest brands in the world, what’s a connection that links through them all?
Their brand names are simple and easy to remember.
While there are many ways to build a memorable brand identity, if your customers cannot pronounce or remember your business’s name, it’s a pointless endeavour. You have to think about your brand name and simplify it for your customers.
Take, for example, Lyft. It’s direct and straightforward. It encompasses everything you need to know about the brand – you “lift” people from their location and drive them to their destination. More so, it’s so simple to remember.
Whether it is shortening the name, or spelling it in a unique way that makes it look different, but sounds the same, anything you can do to simplify your brand name will prove beneficial.
2. Know the Market & Competition
Knowing your market and what your competition does is paramount to launching your brand. Part of your brand identity is to convey an image of how you want others to see you and how you differ from other brands.
Determining a brand voice is essential in establishing your business, but you can’t do it unless you know you’re different from the rest of the market. Take, for instance, outdoor brand Patagonia.
It is in a continuous battling marketplace. But it has carved out a distinct niche for itself by being different than the rest. How? By communicating the passion for the natural world and weaving it into their technical, rugged outdoor clothing. As such, it has established a loyal following by focusing on its differences to its competitors, rather than its similarities.
It highlights the importance of understanding your closest competitors and how they have carved out a niche in the market. Remember, you have to do it too.
3. Figure Out What You Stand For
If your business doesn’t stand for something, then why would a customer purchase from you? Having something to stand for is paramount as a brand because it shows you are more than just about making money off people (and even those brands that do that don’t say it).
Figure out what drives you and why you run your company, and you’ll discover something that resonates with the right audience. Fitbit did this quite well, by creating a mission statement that is all about helping “empower and inspire you to live a healthier, more active life.”
Their mission is to make you healthy and buying their products is part of that process. More importantly, they showed that they care.
By holding competitions for consumers for three national charities – The American Diabetes Association, The American Heart Association and the National Multiple Sclerosis Society – as part of their FitForGood campaign, they actively got consumers involved in something they cared about that connects them all: health.
By associating itself with something that reflects their brand, Fitbit became more than just a “fitness watch”. It became about something bigger. Your brand can do the same this year.
4. Find a Consistent Voice
Is your brand all about being serious or are you fun-loving too? Are you about solving problems or creating a positive environment? Your personality as a brand has to be consistent with your brand voice, regardless of where and how you present your business.
Wendy’s is an excellent example of a brand that continually showcases its voice – fun-loving and snappy. Through their TV ads, they always talk with a tone that is hip, snarky and playful. The same happens with their Twitter account – it’s full of snappy one-liners that show they are a hip company engaging in today’s fast-moving environment.
So once you find your voice, be consistent with it. From social media platforms to personal emails, customers should immediately know it’s your brand by the tone and voice.
5. Build A Story Around Your Brand
Storytelling is an essential part of any brand. Without a personal story, your brand won’t establish vital connections with your audience. A good story tugs at the reader’s heartstrings and makes them feel a connection to you. Even if that story is vulnerable or represents you on a deeper level, it helps create a narrative that gets personal with your customers – regardless of what your service or product is.
Audio company, Sonos actively impressively embraced brand storytelling. Their story is developing products that help you hear the beautiful sounds from around the globe. They invite communities to engage in their journeys and show that everyone can share the same sounds. That story is how they can attract customers, as it’s about being a community that listens together.
Make sure that you establish your brand with a precise and inclusive story. Only being inviting people in can you hope to turn them into customers.
6. Toot Your Horn
You have worked hard to establish a thriving business. So why not go ahead and highlight your achievements? If branding is about creating a voice and a story, it is also about promoting the successes that come with that voice and story. Without it, you won’t be able to reach customers and showcase how your brand can help them.
Even here, at GrowME Marketing, we always “toot our horn” about the successes of our company. For example, we showcase our accomplishments as a brand agency by providing details about thriving clients. But we also make sure to deliver those case studies – in word, design and color – in our distinct tone of voice.
Make sure that you show potential customers why you are the right choice for them by illustrating with examples of past successes.