What comes to your mind when you look at a half-eaten apple? Or a Mickey Mouse silhouette drawn on a paper? I, for one, would always think about an iPhone or Disneyland!
Do you know what happened here? A brand has extended its territory to the ordinary things around.
Unlike common assumption, building a brand that creates a lasting impression is a tough row to hoe. Slapping a bunch of ideas and a logo is not a brand strategy. If an entity does so, they will likely be lost in the large pool of endeavors willing to rise.
Brands today need a detailed outline and understanding of what their strategies should be.
Brands are not tangible
A brand is not something you can see or touch. It is how a person feels and perceives a particular product/service. The collection of visuals, emotional responses, and experiences defines the opinion of an individual about a brand.
Malcolm Gladwell, in his book, “Blink: The Power of Thinking Without Thinking,” says, “Buyers make most decisions by relying on their two-second first impressions based on stored memories, images, and feelings.”
To make your promotional methodologies effective, the image you’re trying to build must reflect the business positively and accurately.
Branding to create a lasting impression
The core reason for branding is to make yourself more recognizable to the customers. It inspires people to take action, change, or get fixated to your story. Without strong brand recognition that promotes easy recall, your organization will likely fall into obscurity.
It is essential to get the limelight your brand needs to stand out. Improving your site’s ranking using social media is a good place to start working on it.
According to Circle Research, almost 80% of B2B marketers agree that without branding, their businesses couldn’t expand and develop.
Now the question is, what are the ingredients of a brand that leaves a prolonged impression?
Here are X things we suggest you must include in your branding strategy:
1.Discover the purpose of your brand
A brand purpose is a reason for an organization’s activities. It defines what the company believes in and how they’re willing to make a difference. Note that the purpose must derive from a place of passion.
In a world where customers are looking to interact with personality-driven enterprises, you cannot afford to be bland or basic. Following are the questions you should address when trying to look for a purpose:
- Why do you exist?
- What makes you unique?
- What problems do you solve?
- Why should people opt for you?
Your brand purpose will give you the compass to stay consistent and likable for the audience. Nike, for instance, is purely an athletic brand. They have always worked hard to help people overcome adversity and achieve their goals. It falls in line with their mission of escalating fitness levels of their userbase.
Simon Sinek, in his very famous TED Talk, explains that people don’t buy what you do; they buy why you do it. Indeed, something to stick by!
2. Find your voice
Besides the visual identity, there is one more element of significance for every brand out there. That is, tone and voice. It refers to the personality and emotion infused in a company’s communication.
The brand voice ensures your marketing message cuts through the noise and retains for a long time with the potential customers. The difference between tone and voice is:
- Voice: This reflects your company’s personality.
- Tone: The emotional color applied to your voice.
Even though your voice remains consistent, the tone may change according to the context of the message. For example, a Facebook post about the upcoming discounts would have a more light-hearted tone than the one that breaks the news about company tragedy.
Given that social media calls the shots for brands these days, familiarize yourself with new social media marketing techniques. It will allow you to determine the tones for each platform on different occasions.
There are various market parables to look at, like MailChimp. The voice it creates reinforces the ease of use for everyone. The tone they set is warm and welcoming for new entrants.
Dig some more, and you’ll spot some more brands nailing their voice.
3. Keep it simple
94% of the world’s population recognizes the Coca-Cola logo. (The Coca-Cola Company)
Its simple red and white color scheme and cursive font have earned a global reputation and off-the-charts recognition. Everyone knows the name, whether they consume soda or not. Similarly, you’ll find loads of other successful brands who’ve always stuck to the basics.
Bear in mind that keeping things simple increases brand recognition and aids in creating an emotional connection. While you’re working on your branding strategy, the multitude of ideas thrown at you by the web can be overwhelming. In case you lack expertise in this regard, you always have the option of outsourcing the task. A professional logo design team will help you choose colors and styles that match your brand personality.
Apart from the visual element, the overall experience you offer your customers should be simple too. Brands like Google and Amazon cut through the clutter by delivering their customers what they want.
Hence, by simplifying customer experience in a complex world, these brands create a lasting impression that leads to customer loyalty.
4. Educate your target market
Provide your prospects with useful information. It should not be about the features and benefits of your product/service. Instead, tell them what the product can do to solve their problems. The smart consumer will prefer to buy from a company that’s educated him/her on an issue and presented him with different solutions.
Your prospects need to know that a problem exists before they make a purchase decision. So educate them about it.
The failure of tech juggernaut, TiVo, contains many lessons for everyone trying to build their brand. Its idea was to allow television viewers to skip the commercials. Sadly, it failed to reach its full sales potential by forgetting to teach its industry customers.
The lesson here is, educating prospects about the perks of your solution-oriented product is always a wise choice.
When you’re working on your branding strategy, make sure you are not the only sailor of your ship. Build friendships during the process and work collaboratively with the stakeholders. Everyone in the company has to be on the same page. It will create a cohesive brand image and one that flourishes for long.
Do you have any tips for helping entrepreneurs drill their brand image among the userbase? Let us know in the comments below.