When we define brand identity, we usually only think of the visual elements that make up your marketing like your brand’s logo. However, brand identity also includes a unique brand voice and things like brand values and mission statements. This can all be conveyed through digital marketing such as the content on your website and advertising campaigns.
Another aspect of brand identity is brand positioning. This refers to the unique value a company gives to their customer and is the strategy used to set your business apart from the rest.
A strong brand strategy will create the foundation to build brand awareness. By investing in a strong brand identity, a business sets itself up for long-term success and a sustainable competitive advantage.
Differentiation From Your Competitors
Having consistent and thought-out branding will help set your business apart from other companies in your industry. Creating your own branding specific to your company and its target market will make you stand out and guarantee that your company is unique.
Not only does your brand identity help you stand out from the crowd, but it also makes your company more memorable. A brand with no cohesive branding is not going to stay in people’s minds for very long.
If you can create branding that can stick out in a positive way to your customer, they will remember your business. An easy way to do this is to create a distinctive brand logo, use attractive colours and eye-catching visual elements.
Helps Build Trust
Trust from your target audience is one of the most important things you can have to create a successful brand. A strong brand identity can highly influence the trust you build with your audience.
Missing branding can be a big red flag for your customer which can cause them to lose trust in your company. Branding is something your audience expects to see as it shows you’re established and credible.
Branding can be used to tell your target audience right from the beginning what you stand for and what to expect from your business. As a bonus, people expect to pay more for a product that comes from a company that has very strong branding and cohesive messaging.
A professionally branded and optimised website fosters trust within your customer.
Improves Advertising
Another positive aspect of brand building is that it improves your advertising. Branding and advertising work hand in hand. If you want better advertising you must create a good brand identity first that resonates with your business.
When using paid advertising and creating campaigns, you want to make everything cohesive and ensure it represents your company and its values.
If you advertise without branding, your campaign won’t be as memorable and you are missing out on the opportunity to create a really effective campaign. If you incorporate branding into your campaign, you will also increase brand recognition.
Do you need help incorporating your branding into paid ad campaigns?
Creates Loyalty
A strong brand personality helps businesses attract and retain customers by providing clear, consistent messaging and visual identity that connects with their target audience. This creates trust and credibility with customers, and over time, can foster customer loyalty and a sense of community around the brand.
Good branding can give your company more of a human side and helps customers relate more to your brand compared to a company that’s all business.
Branding helps appeal to your audience’s emotions and make them feel more connected to your company. Branding builds relationships which leads to loyal customers.
You should be using branding as a way to create a brand image that resonates with your audience and that they actually care about and believe in.
Great For Employees
Not only is branding essential for gaining new customers but it also helps your employees feel like they are part of a team.
Branding makes it easy for employees to feel like they are involved in something more than just a job and that they are more connected to your brand.
Investing in branding can also help your team feel more motivated. This includes giving out branded apparel to your staff.
Quick Tips On How To Improve Your Branding
- Assess your brand marketing: check that you are using the same logo across all platforms. Also check that the fonts, colours, photography style and design elements are all consistent. An easy way to keep this consistent across all channels is by creating a set of brand guidelines to adhere to.
- Messaging: check if your website’s content accurately reflects who you are as a company. Does your messaging have a clear point of view?
- Create a plan: is there anything you can update right now? Do you have a budget for any big changes you need to make?
How White Chalk Road Can Help
Do you need advice on how to make your branding more cohesive across your website? Are you a small business owner and not sure where to start when it comes to creating a consistent voice through your content?
The team at White Chalk Road can help! We offer SEO content writing services that help target your customers and create the voice of your brand. We can help you create a successful brand and build brand awareness through optimising your website.
We can build you a strong content marketing strategy with a goal to engage your audience and keep their interest.
Frequently Asked Questions About Brand Identity
A brand is a product, service or concept that is distinctive and set apart from the competition so that it can be easily communicated and marketed.
Branding is important for a number of reasons including:
- Differentiating your company from its competitors
- Helping build trust within your customers
- Improving advertising by creating a cohesive campaign
- It helps your employees feel more a part of something
To create a successful brand you need to ensure that all of your branding and imagery is consistent, your messaging has a clear point of view and that you have a plan for the future of your branding.