Predicting 2019 Website Trends
How to Build a Brand Identity
If you’re having trouble developing your brand identity, start by asking yourself about how you would like to be seen. Rather than basing your identity on the personalities behind the company, think instead about your target audience. Who are they, what are they trying to accomplish, and what will invite them to engage with you?
Write down adjectives to describe your company’s personality (e.g. friendly, professional, driven) and write down your values (e.g. accessible, trustworthy, people-focused). From there, you’ll start to find your identity and can begin crafting a message that will make the most impact on your audience.
Consistency is key to being remembered.
A company’s #1 recognition is their brand. The most important thing when going about developing a company’s identity is to be consistent. Consistency with logo, fonts, and color palette are so important to strengthening a company’s identity.
Make sure the identity is consistent throughout all social media channels, website, and communications (print and web). When things are consistent, people will start recognizing and remembering your company by only the logo/iconic representation of your company.
Fortune favors the bold.
For brand strengthening, I see two key efforts:
1. Consistency — A strong brand has to be consistently reinforced everywhere. The voice, tone and messaging must be consistent across your website, social platforms, email outreach, print materials, commercials… everywhere. Think of the strongest brands you know: Apple, Nike, McDonalds, Coke. You probably have a mental image of each of them, and those brands reinforce that image as often as possible. You have to do the same with your brand.
2. Be bold — Do you know any strong brands that tout “pretty good” services or “average” products? No. You’re changing the world with your company! Our client Quantum Xchange is “pioneering” the way forward in the quantum communications world. Boodle.AI is the “leading” machine learning fundraising platform. Acendre is “the world’s most configurable HR software”. Bold language like this is essential for a strong brand!
Get with the program.
First and foremost, it’s important that we understand the mission and goals of a company before we can begin to develop an identity. Once a company nails down who they are and what they stand for, we can start developing their branding and voice.
Know your target audience.
Research, experience and above all, know the audience. Honest visual branding is important and required these days as transparency becomes the norm. Use customer interactions to build brand identity and to show strength in your intended mission.
Stick with what you know.
First, having clear guidelines about branding is key and don’t change it every few years. Upgrades are great as long as the overall look and feel of the company remains the same.
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