Staying true to your brand identity
Brand identity is a complex thing, composed of personality, character and values. Creating a brand and staying consistent takes a fair amount of time, effort and gusto as it is essential to your company’s long-term success. Whether you’re just getting started or you’ve been around for a while, it’s never too late to give your brand a little TLC.
In order to create a successful and thriving brand identity, here are four steps that will get you well on your way.
Step 1: Do your research
Whether you are starting a new company or recreating your company’s image, research should be your first step. The more knowledge you can gain about the industry you are in, the better. Research will also help you find who your competitors are and who could potentially be a competitor.
Digital permanence— the idea that what you post on the internet, stays there— is a reality. Thankfully, it can actually be beneficial during research. Research can help you understand the do’s and don’ts of your industry. You will be able to find what works for certain company’s and what did not work. This research will help minimize risk in your own endeavors.
Step 2: Create your mission and vision statement
Mission and vision statements are statements that make up the foundation of your brand identity. It’s crucial to understand the difference and to remain true to both the statements your company creates.
Your mission statement should be your company’s reason for existing; this is where you summarize your company’s values. Your mission statement has a direct effect on your brand identity, so take the time and effort needed to create a statement that your company truly believes.
Your vision statement is your desired future position for your company. What do you want to see your company do long-term? Vision statements are about looking ahead and focusing on goals to reach. Use your vision statement as a guide for your company in coming years.
After creating your mission and vision statement, all your actions and communications should reflect these statements. Being consistent will build trust with customers which will create brand loyalty.
Step 3: Design
Did you know that only 7% of communication is verbal? That means that 93% of communicating your company’s brand image falls outside the realm of words. This is where design comes in. Your customer will visit your storefront or website and immediately judge your company based on the visual design.
Design a logo that will your customers will learn to recognize. Your logo is one of the best ways to create an initial connection with your customer. While creating a logo, think about your brand’s colors. Different colors can have a huge impact on potential customers. Choose a color palette that reflects your company’s values and voice.
Your website will be your best brand ambassador; make sure it is designed well. Investing in the design of your website will pay off in the long run. Make sure it is simple to navigate and the content is broken down into small sections for readers to easily digest. Take time to organize your content in a way that will make sense to visitors and create the best experience. Hire a professional if you are not confident in website design and creation.
Step 4: Staff
Your brand image can reach as far as your company staff. Choose your employees wisely. Hiring professionals with values that match your company’s values will reflect positively to your customers.
Putting time and effort into setting up your interview process will produce the results you are looking for. Understanding how the wording on a job application can impact who applies will help you attract the right interviewees. During the interviewing process, be sure to ask the right questions in order to understand who the interviewee is and what matters to them. Ask open ended or situation-based questions rather than simple “yes or no” questions.
Your employees will be an everyday marketing campaign for your company. Hiring like-minded employees will provide a consistent marketing message to your customers.