Branding is more than just design and corporate identities. Branding is about the experience your audience has when interacting with you, in addition to the identity elements like your logo, colors, etc. Don’t just stop at developing the logo, build an experience if you want an irresistible brand.
What drives you? Is there an emotion, need, desire, or past event that motivates you to take action? Think about ways you can infuse some of that energy into your brand. What gets you excited, angry, or motivated to take action? Then let your passion come through naturally in your brand.
Know Your Audience
The age demographics of your audience makes a big difference in the styling and presentation of your brand. It also affects the voice and message you use when you connect with your audience. What generational values do they have? Baby Boomers respond to brands differently than Generation X does – and Generation Y responds differently than either of them.
Know Your Competition
Every business in every niche has a competitor. Even if you don’t have someone in your niche that offers the same products, services and/or information as you do, there’s always someone you compete with in search engine rankings for your keywords. Know who they are online and real life.
How do they describe what makes them unique? What words and tone of voice are they using to convey what they do? Adjust your branding to make your description more appealing. Also pay attention to the colors your competitors are using. If they’re all using similar color schemes, it could be because your audience prefers those colors. Or it could mean that this is an opportunity for you to stand out among the crowd!
Building a Brand Experience
Be accessible. Nothing frustrates your audience more than not being able to reach you when they have a need for what you offer. Make it easy for them to get in touch with you. Create positive experiences. You can’t please everybody, but try anyway. Always do your part to give your audience the very best experience you can each time they interact with you.
Cultivate relationships. Don’t think of your brand as a facade or decoration to what you do – that’s what paint is for. Build relationships with your audience if you want to foster brand loyalty. Connect with people who can promote you. Tooting your own horn will only get you so far. If you want to gain exposure, build authority, and get more people interested in your brand, take the time to connect with people who can promote you.
Be consistent. A key component to any successful brand is consistency. Always present yourself and your brand in the same manner in whichever media you’re using. That means using the same imagery, tone, style, and message in print, on air, in person, and online. Infuse everything you do in your brand. Your brand needs to permeate every aspect of what you do in order to have the desired effect.