A strong brand is all about recognizable and consistent company expressions.
Think of Apple, Amazon, and Google. You’d instantly know their logo, brand voice, and even their typography, right?
That’s because you’ve become so familiar with their brand’s personality.
This is what all businesses hope to achieve!
With that in mind, in this blog post, we’re going to delve deeper into creating a strong business brand. We’re going to look at eight strategies you can follow to ensure you achieve this.
So, let’s get right to it.
- Establish a strong brand identity
You need to start off by creating your brand identity. This includes all of the stylistic elements of your brand, such as:
- Your logo
- Color palette
These are the elements that are going to set you apart in the consumer’s mind.
So, how do you go about creating a strong brand identity?
Firstly, you’ll need to conduct some market research. Identify your strengths, weaknesses, and opportunities. Understand who you are as a business and what makes you different from the rest. Pinpoint elements that make your company unique from other brands.
You should also determine your firm’s goals. Create a mission statement that’s centered on your company’s capabilities and the reason behind your brand.
Next, identify your customer group by conducting surveys and interviews. This will help you to understand what your customers expect and need so you can shape a brand identity that’s going to lead to customer loyalty.
After this, you can then create or redefine your brand’s personality by considering your brand’s message. Remember; your voice is an identity that will be consistent throughout the entire branding process, so you need to think about this carefully. Do you solve problems? Or, are you more focused on fun?
- Deliver consistent brand messaging
Now that you’ve given your brand a voice, you need to make sure you keep it consistent across the board.
Why is brand consistency so important in the first place?
- It increases customer loyalty and trust
- It helps you to stand out in a crowded marketplace
- You’ll build brand authority
To achieve this, it’s good to create brand guidelines. Brand guidelines are basically “rules” for all of the elements of your brand and how they should be used when marketing.
With brand guidelines, it makes it a lot easier for everyone involved in your business to maintain consistency within the feel and look of your brand. Whenever you start a new project, the brand guidelines are there for everyone to refer to.
You should include:
- Audience elements, such as shopping habits, location, and age
- Visual elements, for example, fonts, logo, and color palette
- Communication and language elements, such as frequency of communication, word choice, voice, and tone
Aside from implementing brand guidelines, consider recycling your content and using digital asset management software so you can maintain all content and media assists with ease.
- Embrace transparency in data usage
Next, it’s vital to be transparent with regard to how you utilize customer data because this will help to build accountability and trust between consumers and your company.
When customers know how their data is being gathered, used, and shared, they have the knowledge they need to make more informed decisions about their security and privacy.
To create brand transparency, some of the steps you may want to consider taking include:
- Define and communicate your brand values internally
- Monitor, engage, and refine your social media presence
- Embrace online reviews and respond to them in an authentic manner
- Share vital consumer survey findings
- Prioritize the customer experience
Now, we’re going to focus on the customer experience (CX). You may be wondering why this is important from a branding perspective. However, CX is all about creating value. When you deliver an excellent CX, you’ll get your highest return on investment, and you’ll get loyal customers who keep on coming back.
Why CX matters:
- It will be your most cost-effective campaign that delivers the highest ROI
- Happy customers help you distinguish yourself from other businesses
- You can create brand advocates, who help your brand to go viral and bring in more business
Now that you know why CX is critical, let’s take a look at how you can improve the experience for your consumers.
- Firstly, have a clear customer experience vision. Create a set of statements that act as guiding principles.
- You’ll need to be able to connect and empathize with the situations your consumers face if you’re going to provide them with the best possible experience, so you must understand who your consumers are.
- Next, create an emotional connection with your customers. If you do this, they’ll recommend your brand to others.
- Gather customer feedback in real time. There are lots of tools that can help you with this.
- You also need to measure ROI from customer experience and continue to work on improving this.
- Comply with privacy regulations
In addition to the points that we’ve provided so far, we cannot ignore just how important it is to comply with privacy regulations. After all, if you don’t, you can easily find yourself with lawsuits and fines on your hands, and there’s no quicker way to ruin your reputation than to have a lawsuit on your hands.
There’s lots of great content online that can help you to understand your responsibilities in this regard, such as this DMA vs DSA post. You cannot afford to cut corners when it comes to this because one mistake could spell huge trouble for your business.
- Engage in community and social responsibility
Corporate Social Responsibility (CSR) can get everyone united behind one common cause.
For those who are unaware, CSR is the idea that a company has a responsibility to the society that exists around it. There are, therefore, many ethical, philanthropic, and environmental ways a business can help to serve society.
With a CSR policy, you can expect to:
- Attract the younger generation
- Use your policy as an effective engagement and recruitment tool
- Build goodwill
- Create the potential for a bigger, cohesive effort across your entire business
When creating a CSR program, it’s important to remember that you don’t need to try and run before you can walk. If you hold a bake sale once per year, no one then expects you to jump to donating millions of dollars every year. Sustainability is key.
What makes sense for your business?
- Use social media effectively
Of course, we cannot ignore the importance of social media when it comes to creating a strong brand today.
The good news is that you should already have your brand’s voice defined and all of your media assets stored so that you can easily use them on platforms like Twitter, Facebook, and Instagram.
So, what else can you do to elevate your brand presence to new heights?
We’ve got some great suggestions:
- Offer brand ambassadors incentives to create and share brand-approved content
- Post original, high-quality content, which social media users will want to share
- Develop partnerships with other brands and creators in your space
- Use audience questions and polls to find out more about your followers
- Regularly refresh your brand and share behind-the-scenes footage with your audience
- Embrace short-form video content to engage users on social media
- Continuously innovate
One thing you cannot afford to do is remain stagnant in the current day and age. Continual innovation is vital because it helps businesses improve customer satisfaction, stay ahead of the competition, stay relevant, and ultimately, increase profitability.
If you don’t innovate, you’ll stay in the same spot while other brands continue to move forward, and this is the last thing that any business wants.
And yes, even when times are good, innovation is key! You should never get too comfortable.
The easiest way to go about this is to make innovation a recurring theme for your team. Create programs that push innovation in your business via projects and activities, ensuring it very much becomes part of your culture.
Create a brand that’s impossible to ignore
So there you have it: the eight steps to follow to create a strong business brand. If you follow the steps provided above, you can be sure that you’ll create a brand that everyone recognizes. However, don’t forget; consistency is key here, so you need to make sure you never let up!