Establishing a brand identity is important because it sets your company apart from competitors and gives the entire organization a specific direction to pursue. This generates a sense of authority that attracts potential clients and keeps loyal customers tethered to you. How can you create the right brand identity to appeal to your customers?
Know Your Customers
Building a good relationship with clients is actually very similar to beginning a friendship with someone. What’s the first step? Get to know the person—in this case, your customer base. Understanding who is likely to purchase your products gives you an edge when creating a brand identity that will be appealing. When generating this vital data, it’s not enough to speak in generalizations. You need clear information and trustworthy numbers regarding details such as the following:
- Past purchases
- Present spending habits
- Lifestyle and interests
- Goals and desires
- Social status
- Age and gender
It can be tempting to try to appeal to everyone, but it’s important to prioritize the people who are more likely to purchase and use your company’s products or services consistently.
Appeal to Emotions
Don’t forget that most people make decisions based as much on emotion as on careful analytical reasoning. This means that creating a brand story that reaches customers on an emotional level is essential. They should see you as a trusted friend to turn to in search of advice or help. Will your products make their life better, help them to feel happier or enable them to achieve the lifestyle they’ve always wanted? Every web page should reflect this message with a clear brand narrative that potential buyers can identify with.
Bring Your Brand to Life
In order to truly connect with your customers, your brand needs to feel like a real individual. Great branding means that consumers don’t see a factory or group of people when purchasing products. They see a single person with clear personality attributes. Some brands are playful and hip, while others are perceived as sophisticated and luxurious. If you can’t sum up your brand’s personality in three or four simple terms, then it’s time to refine your brand strategy.
Foster Good Communication
Beginning a relationship isn’t enough: Building brand recognition and trust means continuing to stay in touch with your customers constantly. As market circumstances change, you may find it advantageous to update your brand identity to stay relevant with the people you want to reach.
Creating a solid brand identity is a fundamental part of business that affects virtually every aspect of marketing. To maximize success, contact marketing experts that can help you analyze key data and create advertising that works.
