Why is there such a big emphasis on developing a strong, meaningful and powerful brand identity in business? Firstly because branding sparks interest and engagement, inspiring people to share, purchase and recommend. Secondly, competition is tighter than ever so having a powerful stance within your industry is key.
A brand is so much more than just a logo or a design, branding emcompasses many other important features such as; an identity, an emotive colour, a voice and character. The visual of a brand has its own significant importance, but what’s even more important is the way a brand makes a consumer feel and the reputation it withholds. This is what helps organisations to build trustworthy, long standing relationships with their customers and a strong brand should be at the forefront of any business’s mind.
“A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer's decision to choose one product or service over another.” – Seth Godin.
But what exactly is a powerful brand identity? And how do you successfully develop one?
Build a clear visual. Choose a design and colour (or spectrum of colours) that you feel resonates with your brand messaging and stick to it. Remember, this is the visual you will need to share across all marketing channels so it must be one you are confident with, and one you trust resonates with your company's values and personality.
Have a focus. The most powerful brands know exactly who they are and what their values are. Equally, they will have a clear strategic direction and know exactly what they want clients to recognise them for. This focus will lie at the heart of everything that the brand does, from external marketing, to internal support.
Stand out from the crowd. Develop your point of difference and run with it. A powerful brand understands what makes them stand out from the ever growing competition. Ask yourself, what adds that extra bit of value for your clients? Or what makes you unique? Don’t shy away from shouting about your achievements and successes.
Communicate. Communicate. Communicate. In order to flourish and grow, communication and messaging is key. Your image and messaging will be visible everywhere so it’s important that you communicate professionally but also have your own tone of voice. Understand your audience and ensure that you resonate with them. How you communicate will leave an imprint on reputation - make it count, make it positive.
Empower your workforce. Finally, inspire those internal to the business, so that they buy into the brand and share a passion for the core values of the business. Your employees will become brand advocates and ambassadors, therefore it’s important that they are proud of the business and deliver on what the brand promises.
At CCM, we love branding. Infact, we get a little giddy when we think about it (purely because we understand the power of a good brand and strategy!) As a team, we love to create, reposition and develop a brand's story or strategy to help strengthen its position in the industry.
If you're in need of a brand makeover or aren’t sure where to start, get in touch with a member of our team - we would love to offer our expert support!