If you're running any sort of business through your website, it's important to create a brand identity. This is essentially your brand's ‘personality', in that it's how you engage with your audience through marketing and other interactions. If you want to create a brand that people respond to, however, you'll need to ensure that it has a consistent and powerful profile.
To achieve this, there are a number of questions you can ask yourself regarding what your brand identity should be, and how to express it to your audience. Once you do this, you'll have a clearer picture of what type of brand identity will work best, and how to implement it.
In this article, we'll raise three essential questions and help you find the answers. We'll cover how to outline what problem your brand solves, how to think about your target audience, and how to express your brand's identity throughout your online presence. Let's get to work!
What a Brand Identity Is (And Why It's Vital)
An important part of marketing your business is being able to effectively communicate what you can offer to potential customers or clients. In order to do this in a way that catches their attention and makes them keen to use your services, you'll need to have a strong brand identity.
As we mentioned earlier, you can think of this as your brand's personality, since it's how you'll present your business to the world. It's through your identity that you communicate your message and manage your ‘brand image', which is a related but slightly different concept. In short, while your brand's identity is how you intend for it to be perceived, your brand image is the actual result.
It probably won't surprise you that improving your branding can be hugely important to building a successful business. We'd bet that you could not only name dozens of world-famous brands, but also what type of language they use to communicate, how they present themselves, and what their visual identity is. Having this type of strong personality is something nearly every effective business has in common.
3 Questions You Can Ask Yourself to Create a Consistent Brand Identity
In order to create an effective and consistent brand identity that produces results, you'll need to do some planning. There are a number of questions you'll need to answer that can point you in the right direction. Let's discuss three of the most crucial!
1. What Problem Does Your Brand Solve?
First of all, you need to define what your brand's purpose is. If you want people to care about what you have to offer, you need to make the benefit to them obvious. The easiest way to do this is by isolating what problem your brand can solve.
After all, everyone who's looking for a solution has a problem they need to fix. Naturally, the answer to this question will vary a lot depending on your particular business, but defining a problem and positioning yourself as the best solution to it is vital to crafting a solid brand identity.
For example, let's say that your business creates USB memory sticks. Do yours offer the most storage space? Are they physically the smallest? Are they faster to use? Do they have the nicest look? Finding the pain point that your brand can resolve is the ideal foundation when building a strong overall identity.
2. Who Is Your Target Audience?
In order to market your brand effectively, you'll want to clearly define who you're marketing it to. As such, you need to consider who your target audience is. This is the group of people you are aiming your marketing towards.
Who is included in your target audience is obviously different for every company, and can even shift between individual products or campaigns. It can be very broad, focused on general characteristics like gender or age, but it can also be incredibly specific (for example, men between the ages of 30 and 50, with a moderate income and little to no technical experience).
The answer to the first question will help you out here, as you can consider who is most likely to be faced with the specific problem your product or service solves. Your business' niche is another important factor, which can help you narrow down who your target customers are. Once you know who your intended audience is, you can tailor your marketing and identity to suit them.
3. What Is Your Brand's ‘Voice'?
Finally, once you know the solution your brand provides and who it's aimed at, it's time to define how you'll communicate to your audience. This is commonly referred to as a brand voice, and it can significantly impact how your business is perceived.
For example, some companies use a casual and friendly tone, which make them seem more approachable. Others incorporate a strict and business-like style, both when communicating with clients and in marketing materials. Both approaches are valid, but switching back and forth between the two is rarely a good idea.
In fact, defining and sticking to a specific brand voice is of great importance. If you mix different voices, customers can become confused about what you're trying to convey. Your brand will also seem haphazard and unprofessional, as it will be clear that you have no unified, consistent message.
Therefore, you'll need to define your brand's personality and attitude, and make sure to differentiate it from your competition. Emulating other brands directly usually comes across as desperate, and will defeat the goal of creating a brand identity that stands out. On the other hand, adopting a voice that isn't typically heard in your field or niche can work wonders.
Creating a consistent and engaging brand identity is a key part of any marketing strategy. If you want to grow your customer base and engage with them, you need to make it clear who you're talking to, and what you can do for them.
In this article, we've covered the most important questions you should ask yourself when creating a brand identity:
- What problem does your brand solve?
- Who is your target audience?
- What is your brand's ‘voice'?
Do you have any questions about creating a strong brand identity? Let us know in the comments section below!