Like each individual has their own unique personality, every brand has a one-of-a-kind brand identity. But with so many moving parts to marketing and evolving technologies influencing the space, how does a new company successfully brand itself in 2023? We’re going to unpack the basics of brand identity and give you the most recent tips on succeeding at building your brand — no matter how large or small your company.
What’s a brand identity?
Brand identity is when someone can spot your company through a logo, catchphrase, marketing language, or even a jingle. It’s a moment when someone engages with a piece of your company and goes “ah, this feels right!” A perfect example of quality brand identity is in here in Orlando — Walt Disney World. If we hear that Disney jingle on the radio, we know exactly what company we’re listening to before they ever say. We see the Mickey-shaped croissant on a billboard and know it’s an ad for a food festival at the parks before we need to read the details. The Walt Disney Company as a brand owns brand identity, but even their subdivisions have unique brand identifiers that keep everyone on the same page.
Establishing your brand identity carves out a position in the market. It’s also helps you stand out from your competitors. Well-defined brand identity helps you connect with a target audience, build customer loyalty, and ultimately encourages your business to grow.
Start By Defining
Before you approach the starting line, define your brand’s mission and values. Your mission statement should be a clear and concise statement that defines the brand’s purpose and what makes you different from your competitors. According to Marq (formerly LucidPress), branding consistency can increase revenue by 20%. Similar to your mission, your values should reflect the core beliefs and principles that guide your business decisions and actions. These help to establish direction and guidance for the brand and ensure that all marketing and promotional efforts align with the underlying goals and objectives.
Make Yourself Memorable
In a crowded marketplace, setting yourself apart from competitors can be the difference between success and failure. However, you may not know where to start. Understanding your competitors will provide insight into what works and what doesn’t within your industry. Making your brand memorable can happen many different ways. The use of a strong slogan or tagline, developing a brand personality (think Wendy’s Twitter in its heyday), and the use of consistent storytelling are just a few.
Solidify Your Online Presence
(Obviously, right? It is 2023 after all.) Having a strong digital presence goes without saying, but understanding how it reflects on your brand identity is sometimes overlooked. A professional website that clearly conveys your brand and its identity stands above all. Your brand’s social media accounts should also contribute to building your brand identity. Engaging with your target audience on social media should not be taken lightly. (And no, it’s more than a job that you can hand off to an intern!) Your online presence should be consistent with your overall brand identity and should be regularly updated with fresh content to keep users coming back for more.
A strong brand identity is built over time, and it’s important to continuously monitor your branding strategy as needed. This can include regularly researching your online presence using tools such as SEMRush, or SentiOne. Engage with customer feedback, and make tweaks to your marketing messages as needed.
Creating a strong brand identity that’s built to last takes time, direction, and oftentimes a dedicated team. The team at On Target is here to help from concept to implementation and everywhere in between. Give us a call at 407-830-4550 or fill out our contact form.
