Developing a Brand Identity

Within the last five years we have seen a shift in how customers are using social media to connect with brands and purchase from businesses online. Today, more than ever, companies see a demand in a strong visual presence to engage with consumers, develop credibility in the marketplace, and create lifelong customers.  

Branding is not just a company’s logo anymore. Branding includes all visual aspects of the brand. As Jeff Bezos says, "Branding is what people say about you when you're not in the room."

In short, branding is how your company looks, feels, and speaks to people. A company’s brand identity is a way to help communicate to the world.

Brand Identity can include:

• Logo

• Colors

• Typography

• Photography

• Illustration

• Iconography

• Interactive elements

• Video and motion

• Web design

So how can we captivate an audience in today’s marketplace?

Step 1: Conduct a Brand Audit

Use our Target Market Worksheet to help you fully understand who you are creating the additional content for. A business owner would also want to do a complete analysis on competitors including branding, website layout, and advertising campaigns. This will help you find where you will land in the market and how you can differentiate yourself to stand out on the internet.

Step 2: Establish your Value

Defining your philosophy, mission statement, and your why will help guide your brand identity naturally. Consumers look for a company who knows their value and purpose, showing confidence in the product/service, and creating a stronger bond with the customer.

Step 3: Developing the Creative Elements

Next, creating content to reflect the look, feel, and voice of the company that will be carried through all marketing channels including the website, social media accounts, packaging, and advertising. This step will take the most time and dedication.

Having a clear picture of your Target Market will help create a natural guide to your content. Once you figure out the type of branding you want to create (videos, pictures, etc) then the content will fall into place. 

Become a member and get access to stock photos, Instagram captions, and a Facebook community with other small business owners.

Step 4: Implement Strategies

It is important to remember that brand identity is built over time and by using the appropriate channels for your business. Social media strategies can include Facebook, Instagram, Twitter, LinkedIn, Pinterest, TikTok, and Youtube. A combination of using different social media outlets helps reinforce your message without becoming repetitive. It will encourage people to follow you on more than one platform. 

Updating the company’s website regularly to stay consistent with the branding is also very important. Ensure that the website is mobile and SEO friendly to get the most traction

Step 5: Analyze and Refine Branding

While it is important that branding stays consistent, it does not mean that branding should never change. Branding will evolve with your company as it grows and with the social climate. To remain competitive, stepping back and analyzing every 4-6 months will help keep your customers engaged and grow with your demographic

Remember, it is important for you to include your own, unique perspective to your business. It helps keep the company relatable to your customers and make them want to spread the word about this amazing company!