What’s the secret to building a successful business brand??
Is there a magic ingredient that can transport your brand status from obscure to iconic?
Unfortunately, the answer is no.
There is not one single aspect that will create the perfect brand. But, the right mix of elements can work wonders. The recipe for creating a good business brand is a little more complicated than simply whipping up a logo and snappy tagline.
So, how do you pull it all together to create your standout brand?
Let’s take a closer look at how to make your business brand stand out from the crowd.
What Makes An Unforgettable Business Brand?
Understand Your Audience
Great brands know their audience inside out. And that doesn’t just mean picking the people who you think will like your products or services. You need to dig down into the ones who NEED the solutions that you offer.
If you don’t know who your target customer is, what they value, how they think, and where they spend their time, how can you possibly connect with them in a meaningful way?
Understanding who they are and how they think will help you immensely in your marketing and overall operations. Remember that the foundations of your brand personality are formed by your consumers. Nail this essential element of knowing what they want, and you’re on the right track for a stellar brand.
A Clear Purpose And Values
As well as knowing your audience, you must know yourself. Your customers provide outward focus and direction, but your purpose gives your brand a soul. Being clear on what drives your business is the bridge that connects you with your customers.
Today’s consumers appreciate brands that take a stand and walk the walk, so don’t be afraid to use your brand to embody your beliefs. You will find that operating by your values will actually draw in the right kind of clients and customers to your business.
Consistency And Reliability
Good business brands are consistent in their design, colours, tone and voice. Your brand must be recognisable across different platforms and channels so people can build familiarity and learn who you are.
Just like you wouldn’t expect Coca Cola to step away from their trademark red, you shouldn’t step away from the things that might your brand unique and recognisable.
Consistency isn’t just about how you look. It’s also about the experience your customers have when they interact with you. Ensure that you provide a consistent and reliable customer journey at every touchpoint. That includes your messaging, your service, and your communication.
Connection – How Does Your Business Brand Make People Feel?
When you understand your audience, embody your values, remain true to your identity and are consistent with your voice, you create the most elusive – but most rewarding – part of the branding puzzle: the connection with your audience.
A good business brand creates an emotional bond with customers that goes beyond the buyer/seller relationship. Emotions play a significant role in the purchasing journey of consumers. When your brand is able to evoke a positive emotional response from your customers, you have successfully created a strong brand.
Think about ways that you can connect with your customers on a human level. People like dealing with other people, so keep that in mind. That isn’t to say you can’t use things like automation and triggered email sequences to streamline your services. Just make sure that they have the personal “human” touch when you are creating them.
A Strong Visual Identity
As we have already established, people connect with other people, not faceless corporations. That’s why it’s vital to provide your business with a face along with a voice. While the face of your brand doesn’t literally have to be your face, incorporating your personal brand into your business can help forge that priceless sense of connection with your audience.
Your clients and customers will love to peek in behind the curtains of your business. It gives them a look at who is running the brand and how you do things. It also helps them to see your values in practice. So, think of ways that you can incorporate glimpses of the people that make up your brand to create strong connections with your customers.
Professional headshots and brand photos are a fantastic way to establish a strong brand visually. They can help unify the voice and face of your business and propel your business brand from unremarkable to unforgettable.