Developing a Brand Identity for Your Business

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No matter the size of your business, you can still develop a big personality that attracts new customers.

When developing your brand identity, you want people to remember your products or services each time they need to solve a problem. Creating an identity for your brand is critical to you bigger brand strategy and will affect all aspects of your business.

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What is Brand Identity?

Brand identity is the visual elements of an organization's brand visible to the public and aligned with their business goals. Visual elements that make a brand recognizable include name, color, logo, tagline, etc. A well-defined brand will instantly connect the consumer to your product.


Here are a few ways to create a dynamic brand identity for your small business.

Create a Stunning Logo

Strong brands typically incorporate visually appealing logos that represent their best attributes. An eye-catching logo can help keep your business in the front of consumers’ minds, allowing them to make a connection between what your business represents and what they like about your services.

Your brand identity starts with a stunning logo.

Stay On Top of Your Social Media Presence

Social media is key when building brand identity. To strengthen your brand identity, ensure your business has a presence on most social media platforms. For example, if you’ve only focused on Facebook, you may wish to expand your reach to Twitter, Instagram or LinkedIn.

Keep these platforms updated with interesting content that reveals the best of your brand. The look, feel, and messages posted should be consistent with your company’s image and message.

Engage With Loyal Customers and Influencers

A talked-about brand is a successful brand. One of the best ways to keep your audience talking is by recruiting fans and influencers to help share your company’s message.

Encourage customers to create online reviews and reach out to influencers who can increase your brand’s credibility. Audiences tend to listen to their peers, and influencers can create content that keeps them engaged.

Deliver Useful Content

Popular brands deliver value to their audience. Most consumers and companies use the internet to search for information when they have a problem.

The search process takes place well before any purchasing decision is made, which gives you the chance to provide potential customers with helpful information. Relatable content that answers the customers’ key questions can help your brand establish authority.

Don’t Forget the Everyday Details

Many marketers believe that they must stay focused on the big picture which involves creating amazing experiences when building brand identity.

However, smaller experiences can really add up when shaping a customer’s perspective of your brand.

Creating an easy checkout system and a streamlined customer service department may seem like smaller details to you, but they’re very important to customers. Even using well-crafted messages on customer service correspondence can help you build your brand.

Create a brand identity that elevates your business.

Focus on Authenticity & Transparency

Honest, ethical brands can build trusting, long-term relationships with customers. This might seem like an obvious fact, but many businesses have ruined customer relationships by not keeping promises, misrepresenting themselves, or even telling a few lies. Dishonest business practices can greatly weaken your brand identity.

Always be transparent with consumers – if your product or service can’t help them, tell them the truth. Most of the time, customers will appreciate your honesty and return when they believe your company can help them.

Branding 101: Creating the Right Brand for Your Business

When making promises, it’s better to under-promise – that way, your customers will be pleasantly surprised when you exceed their initial expectations. It’s also recommended to be transparent about your policies, fees, and other procedures. This type of transparency creates a trusting customer base, which is a key characteristic of a strong brand.

The little details go a long way. Responding to customers on social media, streamlining a checkout process, and regularly updating content will make your brand stand out.

Stand Up for Your Values

What does your company stand for? While some brands try to be everything to everyone, strong brands have clear, well-established values. Customers often find it refreshing when a brand focuses on certain values that are important to them. Whatever causes or values you choose to represent, make sure they are consistent with your brand’s message and product or service offerings.

Final Thoughts

Remember, any size company can gain big results when using best practices for developing their brand voice and identity. With these tips, you’ll be well on your way to crafting authentic, engaging messaging that draws customers in and keeps them coming back.

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Eric Melillo