Regardless of the niche you are in, and you’ll need to stand out. A strong brand identity allows you to achieve this goal and others. A distinct characteristic, coupled with an excellent unique selling proposition will enable you to reach a top-of-mind position with your intended audience.
Experts from advertising agencies here in Kansas City cite the following ways to create a unique brand identity that delivers the results you want.
Understand Your Audience
The first step to take when building a strong brand identity is to understand your audience. You can’t target teenagers the same way you would middle-aged fathers or mothers. Know what your market wants and the reasons behind it.
This knowledge enables you to create a message that resonates with them and an identity thmaey can relate to.
Create a Value Proposition
You’ll need a statement that distinguishes you from your competitors. The value proposition does this for you; this enables you to create marketing strategies, and improve products or services that stay true to your customers and your company’s vision.
Before you make this, study your direct competitors to determine what works and what doesn’t. Knowing your competition enables you to avoid the mistakes they made and build on their successes.
Individuals are not the only ones who can display their personality. Brands can do the same thing to connect and be relevant to their target audience. Create a persona that your target market will see and say “that person represents who I am and the values I cherish.”
It doesn’t have to be exactly in those words, but close to it. Audiences are looking for authenticity from the companies they choose. The moment you start hard-selling, that’s when interest wanes.
Make a Distinct Logo
The best brands have some of the most recognizable and iconic logos; some examples are Coca-Cola, Nike, Adidas, Louis Vuitton, Apple and others. Some of these are just very simple designs but memorable. The moment one sees it, they instantly recognize their brand.
Study your company profile and target audience. Identify colors and images that create positive associations with the emotions you want to elicit and the experiences you want your intended market to feel. Test the possible combinations and create a logo from your findings.
Use the Appropriate Language
Now that you have a logo, the language and tone of voice you use for sound bites, podcasts, commercials and anything that has audio in it will play a role in connecting with your audience. Use jargon if you are reaching out to a group of experts with the same level of experience and expertise as you.
Use colloquial language if your market prefers a casual tone in conversations.
Stay Focused and Consistent
Brands need to be consistent and have a focused message. This allows you to drive a point and form the way your target audience perceives you. Align the colors, language, tone and unique selling proposition to convey your identity properly to your audience.
These are some of the strategies you can implement to build a strong brand identity. Implement these to get the results you want and connect with your target customers.