Creating a brand identity strategy is critical for long-term business growth. Without an identity strategy in place for your brand, your attempts to build online/offline connections with your target audience will be haphazard at best. Understanding how to create a brand identity strategy for your business will allow you to define your company’s core mission, determine your customer acquisition plans, and help you measure success rates as you attempt to grow your company. If you want help learning how to create a brand identity strategy for your business, bear the following five helpful tips in mind.
Brand identity strategies set you apart from competitors
Creating a brand identity strategy is one of the savviest moves you can make as a business builder. Far too few businesses take the time to develop their identity strategy and jump head-first into marketing instead. By taking the time to identify the business attributes you want to promote and understanding the characteristics you want your company to be known for, you set yourself apart from competitors that are simply pushing their products/services.
Target audience analysis is crucial
Connecting with your target audience is vital for an effective brand identity strategy. Understanding whom you are marketing to will help you better understand how to market to them. Not only do you need to analyze the types of products/services they are most likely to want, but you also need to understand their purchasing pattern preferences and how they like to be marketed to. Making it your mission to develop a deep understanding of your target audience will allow you to create a better brand identity strategy that offers long-term results.
Expectations and experiences matter
You must understand your customers’ expectations and experiences if you want to create an effective brand identity strategy. How consumers interact with your business will often be determined by their past experiences with other companies in your market sector and their expectations of your company. When you understand how to exceed expectations and deliver premium customer service, you can create a brand identity strategy that takes outreach excellence into account.
Develop brand storytelling
If you don’t develop your own brand identity through your company’s storytelling, the market will build your identity for you. Don’t let outside influences determine how your company is perceived in the marketplace or the attributes your company is known for. When you integrate brand storytelling into your overall brand identity strategy, it is your company’s digital marketing efforts that will determine the trajectory of your business and how your target audience perceives your brand.
Establish company values and company culture
Your brand identity strategy should contain several components, including your company’s personality, the values of your community, and your internal company culture values. Establishing your business’ personality early on will allow you to build upon the personality characteristics you want to be known for and weave those characteristics into both your internal and external communities. From how your team treats each other to how you run a community forum on your website or how your marketing team behaves on social media, company values are an integral part of establishing a strong brand identity.
Remember these five brand identity strategy tips, and you will have greater success in developing your company’s personality both online and offline. Take the time to determine what you want to be known for, how you plan to establish your personality in the marketplace and who will be responsible for tracking your success rate. Brand identity management takes time to see results, but the rewards are definitely worth the effort.
Jeff Shuford is president of Tech From Vets, an award winning veteran-owned technology company. Tech From Vets merges NFL veterans and military veterans in the tech industry and develops innovative websites and mobile applications for their clients nationwide.