The true value of a brand identity lies in the view of the target audience. It reveals the consumer’s knowledge about the existence of the brand and its repeated exposure of the identity draws instant attention from people.
One of the images that view the identity of the brand is the website of the company. People can easily recognize how the brand operates through the functionality of the site.
Advantages of a Strong Brand Identity
- Reveals your unique value proposition and develop a competitive advantage in the market.
- Reflects the voice of the brand through social interaction and outreach.
- Improve the consumer’s experience towards your company through visual elements (logos, color scheme, typography, etc.)
- Maximizes your ability to increase awareness and brand loyalty with your customers.
I’d like to share some tips on how you can improve your brand identity to achieve your goals and become an authority in your industry. Let’s get started.
Optimize Your Content
Trust is the king in inbound marketing and is achieved only by proving great value to the customers. Comprehensive guides, actionable tips and compelling information give credibility to your brand and foster engagement with your people.
The rule of thumb in creating a high quality content is to fulfill your customers’ needs. Use Five Second Test to know if your site provides a memorable experience. NavFlow and ClickTest are good at analyzing your navigation and design engagement. Compress the sizes of your images. Keep each page under 1MB in total to keep your site’s loading speed fast.
Add social sharing buttons above and below the fold to leverage the acquisition of links and share. Don’t splatter all your share buttons on every single page of your site. Otherwise, it will only give a poor user experience and may decrease your repeating visitors.
Create an approachable identity by allowing your readers leave their comments or send personal emails to you. A simple instruction at the end of the post like “Leave a comment below” or “Share with us your experience” would encourage user feedback.
Use Visual Devices
The use of visual devices on your website helps you gain more traction and creates a remarkable identity. Incorporate your core values to the common attributes of your logo like colors and shapes. People will interact with you based on how they understand your logo. Different meanings can be made out of logo since different countries has its own cultural views and personal experiences.
Use fonts and colors that complement your brand. Your customers must be able to grasp what you want to say to them. Select a text color to improve your user’s readability. Avoid annoying ads that can distract your customers. If you run ads, keep them outside of the content area. Pay attention to what your customers want to do on your site such as subscribing to your blog, making purchase of your product or contact you to know more about your services. You have to observe your customers’ behavior using Google Analytics. Identify your top landing pages to determine the most engaged activity of your site (contact page, about us, etc.).
Develop your affinity marketing
Affinity marketing is the use of brand assets to develop lasting relationships with other brands (alliances) and to build closer relationships with the customers. This can be noticed in many authority brands that create friendly personalities to increase their overall customer base.
Be real and friendly with your customers. Use effective platforms such as social media and webinar. People want to see the person behind your company. Talk to your audience and educate them by providing free webinars and video tutorials. Tell them your stories and experiences. Case study is a good way to show transparency and expertise in the field.
Use pictures, faces or even mascots in every marketing channel. Associate them to your brand in a fun and engaging manner. The Roger mascot of Moz helped them established a recognized identity that stands out from the competition of SEOs. This mechanical and sci-fi robot is used to create a loveable hook to get customers into their company. The use of brand assets enables your brand to widen your visibility on the web and makes your users understand the mission, vision as well as the core values of your company.
In order to develop successful branding strategies, your business needs to stand out. You must emphasize what you have that your competitors don’t have. You need to tell your customers what makes your business different from other companies. You need to be consistent, proactive and informative with your brand messages. Brand awareness and purchase intent are highly correlated with repetitive viewing and consistent branding. For example, you should encourage viewers to return to your website by placing frequently updated and informative content.
Partner with other brands whose customers are same as yours. Keep your relationships with them growing since they’ll be your long lasting brand evangelists. Get them to know more about your services/products by giving them discounts or free versions of what you are to offer to them. Promote other brands as well through social media and content marketing.
How do you develop your brand identity? What do you think are the main factors you need to achieve success in branding? Comment below.
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