What’s in a name? Everything: A captivating brand is what keeps a potential customer interested long enough to see your offerings.
“Know thyself.” It’s a vintage saying, but yet another business owners would prosper to heed. There are various brand-related mistakes a business owner could make, like overdoing an ad campaign or not being transparent about your products, but possibly the biggest mistake a business owner could make is having a poorly defined brand identity. Yet, it happens on a regular basis.
How come this such a big deal? Consider when you attend a job interview, you will likely dress a particular way, highlight key experience and maybe even modulate your voice to vary than it will be in casual conversation. Essentially, you’ve created a persona that you hope will be favorable to your employability. In this same manner, your brand may be the persona of a company, and it’ll be your customer’s first impression.
4 Techniques Successful People Use to produce a Positive First Impression
Knowing that, listed below are five airtight tips for creating a strong brand identity.
Product-centric marketing might have been the wisdom before, however now, inside our rapid-fire digital age, you’ve got about 20 seconds to create your impression. And that’s not long enough for the excellence of your product to shine through. Exactly what will keep your leads with you long enough to convert to sales may be the impression, or perception, you cultivate, which basically means your brand. It won’t matter how good your product is if your brand doesn’t excite people: They’ll simply go elsewhere, and quickly.
Sure, you should think long and hard in what a customer really wants to see and experience. That’s key. But it’s also key to take into account who you are as a business, also to let that dictate your branding and marketing.
For instance, if you’re a website designer who specializes in simple, modern designs, how come all your copy within an old-school serif font? Wouldn’t it make more sense for your stuff to maintain something sleeker like Helvetica? These look like minor decisions, but each informs the consumer’s sense of who you are and everything you deliver. This creates a good, authentic relationship in the middle of your business as well as your customers, and buys you invaluable time for that relationship to gel before your client clicks away to a competitor.
It’s vital that you stress the huge role that your art and copy has to make up your brand identity. Let’s say people head to your landing page and discover a design relic from the Geocities era, along with copy that promotes your business as “focusing on the cross-platform application of digital solutions”. Not merely will they not know very well what you do, they won’t care.
The Psychology of Color in Marketing and Branding
Your squeeze page must have descriptive copy that your clients can relate with, with design that reflects modern UX guidelines. This applies regardless of what your business is and what size you are.
You might have read this far and noticed some mistakes you’ve manufactured in your own branding. Don’t worry. It’s perfectly okay to rebrand, especially if you feel as if you have to change your company’s perception in the eyes of clients. For example, the venerable Ford happens to be undergoing a significant rebranding project to contend with modern car service companies like Uber and Lyft. In the event that you rebrand sensibly, you won’t frighten away anybody: on the other hand, your business will grow. Which also pertains to smaller companies: in 2013, a middling, security company called SafeMart evaluated its brand strategy and reemerged as LiveWatch. They’ve since won numerous industry awards and government grants.
One final tip, which is something of a mild warning: don’t substitute gimmicks for effort and reflection. If your brand identity isn’t where it must be, no amount of crummy ebooks, webinars, or SEO strategies can save it.