Most businesses spend a lot of time and effort creating a brand identity, which is smart. You’ll get a significant head start if you manage to captivate people and make them believe in your business and your brand from the start.
Much more than a logo, a brand should communicate your values, what you stand for, the essence of your product or service, and what you envisage people to experience when interacting with your business. This brand identity should be a template for everything you do in and around your business, which includes all advertising, social media, your tone of voice, and the way you and everyone in your team interact with customers both on and offline. Your brand is your personality.
The first and foremost thing to determine is who it is you’re talking to. You’ll need to find out exactly who your audience is, narrow it down, find out what’s important to them and how they enjoy being interacted with. When you have identified your key customer and have created a profile, you can start aiming all your messaging directly to that persona.
Keep things consistent throughout your communications, and make sure your brand is communicated effectively in every message you put out. When you have a brand that shows industry credibility and is well set up to promote itself, you’ll make a great impression on potential buyers.
It’s okay to tweak things along the way, but it must be done across the board when you do. If you change your business cards or website colour palate but leave your signage the way it is, you’ll risk confusing and losing your audience. If you keep it consistent, you’re on the right track.
Across the board, use language that matches what your brand stands for. If your identity is high-end, your tone should reflect it. Think professional, confident, corporate. If your brand is relaxed and fun, be more laid-back, chatty, and conversational. The tone you choose should be integrated throughout the business, including your website content, so make sure to carefully craft a language and story that matches your business’ personality. If you’re not sure how, consider hiring a professional copywriter. We’re more than happy to point you in the right direction.
The way your website looks and navigates is just as important as the language you use. The success of a website is determined by a combination of three things: design, content, and functionality. It’s the user experience that makes or breaks a website, so don’t cut corners. Make sure everything looks good, reads well, and functions properly before you launch. There’s no need to spend a fortune to get it right. Even on a small budget, you can get an online presence that works and converts. Our team has a wealth of experience creating simple brochure websites all the way through to complex e-commerce solutions, and we’d love to help you out.
Your online presence will be somewhat different from your print advertising, prospectus, and your packaging, for instance, but it’s important to keep your colours, theme, fonts, and above all, the messages consistent. Everything should be aligned and fitted to your brand. You will have to spend some time to develop the standards for brand consistency, on and offline. Every interaction that potential customers have with your brand should represent the promises and values that you have set when creating your brand identity. A brand guidelines document alongside an online style guide is a great place to start.
With web analytics, polls and surveys, feedback, reviews, and discussions on social media, you can monitor your brand messages and get a feel for how your brand is being received by those who interact with you. Don’t point your communications efforts just one-way. Make sure you get talked about and don’t be afraid to ask your audience what they think and why. In the meantime, keep an eye on your competition. Never duplicate what they do, but there are lots of lessons to be found in what works and what fails around brand messaging within your industry.
No matter how much you love the look that has been created and all the initial praise from friends and family aside, a brand isn’t built in a day. It takes time to establish a strong brand identity and build a reputation, but your ongoing efforts will lead to long-term relationships with your customers. Take all feedback on board, and don’t let your website go stale. Keep optimising, and add fresh, optimised, relevant and engaging content regularly. Over time, all this will result in increased sales, more word-of-mouth referrals, and more recognition for your brand, your products, and your services.
As your digital marketing partner, we are here to help you along the way. Our team has been involved with a range of businesses - from start-ups to multinational corporates - and we have in-depth knowledge of a range of industries. We see ourselves as partners, not suppliers. Partners are with you through the good as well as challenging times.
Our creative team has the knowledge and experience to ensure a consistent roll-out of your brand. We look at each available marketing channel and help you select the most effective approach. We take the time to research and understand you and your business, tap into your needs, and position ideas to improve your overall competitive position online.
Our approach is different from most other e-commerce marketing firms, our focus is never on a quick fix. We get results because we value the strong relationships we build with our clients. As your strategic marketing partner, we listen and analyse carefully before we plan and suggest the best approach to execute your marketing. If you’re interested in finding out more about our marketing process and how we can help your business move forward, get in touch with our friendly team today.