A brand is the spirit and soul of your company. It makes your company recognizable, trustworthy, and loved by customers. A brand built up well is one of your company’s most valuable assets!
59% of consumers prefer buying their products from familiar brands. That’s why crafting a brand is vital, considering many different elements of what you want your company’s brand to be! Here are some things you should consider.
5 Tips for Creating an Effective Brand
1. Identify Your Audience and Research Competition
One of the first steps in creating your company’s brand should be completing market research.
Identifying your company’s target audience will help you focus on communicating to them how your company’s products or services will meet their needs and values.
It’s also important to scope out how the competitors in your company’s field compare to what your business has to offer. When marketing your brand, consider emphasizing what makes your company unique to stand out from competitors.
2. Design the Visual Aspect of Your Brand
Using a signature color can increase a customer’s brand recognition by 80%.
Choosing a color or two that works for your company and keeping it consistent between your brand’s packaging, logo, and any other print materials will create a strong association in your customer’s minds.
A consistent font or typography style can also help create a cohesive and professional feel for your brand.
3. Create a Personality for Your Brand
One of the more finite details you might not have considered is the language your brand uses in its signage, advertisements, and other marketing.
Choosing a “voice” for your brand will create consistency and make your branding more effective. For example, if you’re trying to create a classy, high-end feel for your brand, consider using more formal language; if your target audience is young adults, consider using more conversational vocabulary.
Remember, your company slogan should also reflect your brand’s personality to your customers.
If your company has social media accounts, create posts that reflect the personality that your brand is going for and reply to posts mentioning your company to connect with customers and build familiarity and trust with them.
4. Consistency is Key for Your Brand
Consumers will agree that the strongest kind of brand is a consistent brand.
The brands that have earned a loyal customer following over the years are the ones that integrate their brand’s personality and key elements seamlessly throughout their entire company.
One of the easiest ways to do this is by creating a style guide for your entire company. A style guide is like the rulebook for your brand, and every company department should have it. This practice ensures that font, tone of voice, and color shades remain consistent between direct mail, social media posts, your company website, and more.
5. Never be Afraid to Rebrand
Sometimes, even if your company’s current brand is effective, a rebrand might open up more opportunities for you.
Consider how you might be able to change your company’s name, visual aspects like logo and color scheme, or brand “voice” to better speak to your audience.
But remember to gather feedback from your current customers before making any major brand shifts and try to maintain a degree of brand consistency to prevent instability.
Your brand is an asset that can drive customer preference and contribute to long-term success. Invest the time and effort into crafting a brand that truly represents your company’s values and resonates with your target audience.
Follow these five tips and tricks to unlock your brand’s potential and watch your business soar! If you need help translating your ideas into print, contact us today.