brand identity

59% of shoppers like to buy products from brands they trust. But earning that trust is not something that many brands know how to do.

 

A brand is much more than just a logo and a name, it’s the overall visual, written, and value-based image that must be curated over an extended period and across all modes of communication with the target audience.

 

The good news is that for smaller companies, developing a brand image might actually be easier than for large corporations. This is because SMBs can take a more focused approach when developing the brand, using little specific details that drive home what the company stands for and what makes it different.

 

Let’s explore a few of the most effective ways to build a strong and unique brand identity below.

 

Create Seasonal Product and Gift Collections


The first item on this list might seem a bit surprising, but it’s actually a powerful strategy that can help create separation from all of the competitors in your niche.

 

Having a consistent selection of products is essential, but you should also consider developing seasonal product collections such as holiday gift boxes. These can be curated collections of products that are perfect as a gift or as a seasonal treat for yourself, and the only limit to what you include or how you package it is the way you want to highlight what your brand is about.

 

You can create beautiful packaging that reflects your unique style, messages highlighting your voice, and products that deliver clear value to your customers.

 

At the same time, these gift boxes are an excellent product to showcase on your marketing campaigns. By running social media ads with beautifully packaged gift boxes, you can grab the attention of people who might otherwise not click on your regular products.

 

Put Your Customers First


A brand’s strength is only as great as its customer base. Therefore, when creating a unique brand identity, it makes sense to start the process by taking a customer centric approach and figuring out precisely who you want to cater to, and how.

 

Customer centricity implies putting your customers above all else, focusing on providing them with the best possible experience, and trusting that success will follow. This means not just delivering good-quality products but also ensuring that the values your business puts forward are aligned with what your ideal customers care about. 

 

What’s more, it means addressing any issues they might have quickly and doing everything you can to ensure that every customer walks away happy.

 

Find a Core Differentiating Idea


The term unique brand contains a pivotal clue about how to develop it. Uniqueness is a trait that’s only possible in relation to something else, so the right way you make your brand stand out will largely depend on the type of competition you will be working against.

 

To develop a memorable and engaging brand that will be more appealing than others, you must first perform a thorough analysis of the landscape in your market, figuring out what your competitors are doing, how they’re positioning themselves, and how you can fill a currently unmet demand.

 

Sometimes, that will mean addressing a common issue that all other brands fail to solve. Perhaps no one is catering to the segment of an audience? Or maybe there’s an ethical issue that more and more customers find important?

 

Whatever it might be, finding what could make your brand different can become the driving force behind everything you do, including the branding, the voice, and the type of marketing campaigns you run.

 

Provide Amazing Customer Support


If there’s one area where it’s absolutely crucial to stand out from the competition, it’s customer support. Even a few bad experiences can derail your brand’s reputation, so it’s vital to promptly address every issue and offer helpful solutions that turn frustrated customers into loyal fans.

 

And the good news is that even small brands now have numerous tools for creating an omnichannel customer support system that quickly addresses all issues.

 

For one thing, you should implement a live chat function on your website, where people can quickly get answers to questions without having to fill out forms. When a live support rep isn’t available, you can use a chatbot instead, directing customers to helpful resources that enable them to solve the issue independently.

 

You should also have someone monitor your social media messages, where many customers will go to learn more about your brand and figure out whether they want to work with you.

 

Finally, consider creating a knowledge base that can act as an all-encompassing resource. This will prevent your support agents from having to explain each issue individually, as they will be able to provide a helpful link that explains the problem’s solution clearly and with visuals.

 

Bottom Line


Developing a strong brand identity is one of the best ways to carve out a space in the market, no matter how competitive it might be. Using the strategies listed above, you can create more exciting products, cater to the right audience, and find ways to stand out from the rest.

 

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86% of consumers cite brand authenticity as a key factor when deciding what brands they like and support. And another study found that 81% of consumers need to trust a brand before committing to buying from them.

 

It’s more than clear that building a brand is an integral part of success. Customers want to know who they are buying from and want to be able to trust the brand if they are going to choose them over more established brands like Amazon. What’s more, they need to feel that the brand aligns with their ideals and values, which promotes brand loyalty and gives more purpose to the relationship.

 

But despite the clear advantages of having a strong brand, many companies struggle with finding the right approach when developing a unique and appealing brand.

 

To help you avoid some of the more common pitfalls, let’s explore the main steps that go into building a strong brand that you can maintain and use to drive sales.

 

Leverage Social Media


Social media remains a vital part of promoting and growing a business online. And with the number of social media users set to reach almost four billion in 2022, that’s not surprising.

 

However, while it’s great for generating sales and engaging your audience, it can be equally powerful as a tool for building your brand presence and establishing a strong brand voice.

 

After all, social media is all about communication, as it’s the perfect place to interact with your audience, nurture direct conversations, and showcase what makes your brand different from others.

 

Many brands have been able to grow Instagram followers by creating unique content around their products and services, emphasizing the brand’s voice and style, which the target audience found appealing and aligned with their own identity.

 

The same can be achieved on almost any social media platform, as long as you understand how to use it for showcasing your brand and connecting with your audience.

 

Over time, your social media platforms can become a hub for your audience to interact not just with your brand but with each other as well. And that sense of community will make the appeal of your brand experience stronger.

 

Make Employees Your Brand Ambassadors


Getting your customers to share positive experiences is a crucial part of running a successful business. But that’s not the only way you can use people’s genuine experiences to showcase what your brand is all about.

 

Your company is not a faceless business entity but a collection of people who come together to provide the best possible service to clients and achieve success in the process. Therefore, why not put those people in the spotlight and allow them to talk about what your brand is about, who the people are behind it, and what types of ideas and values they represent.

 

You can also get ideas about how to position your brand by conducting employee surveys. Your team members are the people who deal with clients every day, and they also know how the company operates better than anyone else. So if you ask them what they think would represent the company best and the core values they believe should be put forward, you could gain valuable insights that help you create a more authentic brand that resonates with the people you are trying to attract.

 

Know Your Audience by Heart


branding

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Audience research is complex and takes a lot of time, which is why many business owners end up relying more on assumptions about who they want to sell to rather than hard data they can back up with research.

 

But when trying to build a memorable brand that’s different from the competition, assumptions simply won’t cut it. And usually, the companies that invest more in customer research end up on top simply because they create a brand that’s more appealing, engaging, and in line with the core values that the customers are looking for.

 

But what exactly should you research if you want to get to know your ideal buyers?

 

Well, the first step is developing a customer avatar based on the ideal buyers you want to attract. This avatar should lay out the key demographics, psychographics, browsing habits, core values, biggest challenges, and other relevant data that will help you make informed decisions about your brand.

 

You should also look into what your competitors are doing and how they’re positioning themselves, which can help you identify gaps and opportunities for branding that others might not be using.

 

Finally, make sure to talk with your customers directly and ask them what they like, don’t like, and place importance on when choosing who to work with. Usually, direct conversations with customers will provide you the most value, even if they take the most effort to organize.

 

Bottom Line


Building a brand is an integral part of running a successful company. Without a strong brand presence, it’s almost impossible to compete with more established companies, not to mention industry giants like Amazon or Walmart.

 

The good news is that if you leverage social media, put a face to your brand, and get to know your audience well, you can build a brand that’s aligned with your audience, making marketing and sales much easier.

 

 

brand identity twitter

Photo by Sara Kurfeß on Unsplash

 

Building a brand on Twitter – a social media platform that limits messages to 280 characters – is particularly challenging.

 

However, should you manage to do it, the results are gratifying: at the moment, Twitter has 330 million users, many of which are your potential customers.

 

In this article, we will address seven best practices for building a brand identity on Twitter to attract new audiences and engage the existing ones.
 

Create Your Own Twitter Strategy


Before setting out to post on your business’s Twitter account, you should create a full-fledged strategy by defining what your main goal on Twitter is.

 

In order to succeed on any social media platform and engage its users properly, you need to make sure that you invest your time and effort into what will drive results. Use your audience’s buyer personas to forge these decisions – remember that you can’t cater to everyone’s needs on Twitter.

 

When defining your Twitter goals, think about what you want to achieve. Possible goals could include:

 

  • Boosting customer loyalty
  • Generating new leads
  • Increasing conversion rates
  • Educating prospects

A social strategy gains actionable goals once you know what your business objectives are. To get the results you want, you need to make sure the objectives are measurable and specific.

 

Create A Unique, On-Brand Profile And Username


The most noticeable and immediate aspect of your Twitter’s brand identity is the brand name or, in this case, username.

 

During the account registration, make sure you provide the full business name or an alternate version of the name, that is relatable and memorable.

 

A Twitter profile username conveys a particular brand image, improves your business’ likelihood of appearing in social streams/trends and boosts your audience’s trust.

 

Besides coming up with a compelling username that reflects your brand well, you should also:

 

  • Optimize your profile by picking a branded logo or another relevant image for your page’s profile picture and entering descriptive information about your business in the bio section. Also, add a link to your website’s About section. That will drive more leads to your site.
  • Verify your account to signal to your audience that your brand page is genuine. Find Twitter’s simple guide on acquiring the blue verification check mark and follow the steps.
  • Link to your Twitter page from other places such as your website, email signature and other social media pages to provide more reach to your network of platforms.

 

Leverage Your Brand Voice


A well-defined brand voice is a crucial element of your social media messaging and audience engagement.

 

A brand voice that suits your company, your product and, above all, your target audience, is the number one factor in establishing a sense of trust with your consumers. It is also a tool that positions you uniquely in the crowded market.

 

Every piece of content and every tweet on your Twitter account should contain your brand voice, meaning a voice that reflects your brand personality.

 

Whether this tone will be formal and professional or more laid-back and humorous depends on the type of services you provide and the audience you cater to.

 

On Twitter, like on any other platform, your voice should align with the nature of your business and the type of people you are trying to attract.

 

Your Twitter brand voice must come across as authentic, not to confuse or alienate the audience, which is used to certain types of communication coming from your business.

 

This also ensures broader brand consistency and brand recognition.
 

Brand Your Visuals


The images you plan to post to your Twitter profile will come across as more professional, unique and engaging if they bear your brand’s visual identity.

 

Remember that branding is all about consistency – and consistency is extremely important when managing your brand on different digital channels.

 

Branded visuals create a link between your Twitter feed, website, online ads, Facebook profile and other digital platforms. They help you promote your business and gain recognition from your followers.

 

If your business has a brand style guide book, built by an expert digital marketing agency, containing instructions for applying your brand’s logo, colors and typography to all channels, it would be advisable to apply these to Twitter as well.

 

The most fundamental way to brand your Twitter visuals is by adding your logo to them or incorporating your recognizable brand colors.
 

Use Hashtags Tactfully


Hashtags – phrases that indicate a specific topic or content – were invented by Twitter. Today, they are an essential component of any social media strategy and how businesses acquire relevancy and keep up with trends.

 

In fact, tweets with hashtags improve user engagement by 50% for brands.

 

Your Twitter brand identity should incorporate hashtags strategically to your advantage by grouping your content into different hashtag categories and making it easier to find.

 

The best practices for using hashtags on Twitter’s business pages include:

 

  • Avoid spaces or punctuation: Hashtags do not work with spaces between words, even if they consist of several words.
  • Find trending hashtags: Twitter informs you about trending hashtags related to what you do on your homepage feed. Make the most of it and tap into them at the right time.
  • Do not overdo it: No more than a few hashtags per tweet is the general rule of thumb. Anything more than that is not effective and too many hashtags may turn people away.

 

Stick To Your Posting Schedule And Itinerary


Getting engagement from your Twitter followers is not an easy feat.

 

After all, Twitter is one crowded place: over 350,000 tweets are sent through this platform every minute!

 

Knowing when to post during the day can boost your engagement metrics significantly. One recent study suggests that:

 

  • Friday is the best day to post on Twitter
  • Posting between 10 AM and 12 AM is the most effective daily time slot
  • The worst time for Twitter engagement is Sunday morning

 

However, only you can get to the bottom of your specific audience’s habits on Twitter. If these general audience traits do not apply to them (or if you’re unsure if they do), follow these best posting practices:

 

  • Make sure to post at least once a day to maintain the necessary level of engagement and brand visibility with your followers. You can also post more than once on certain days.
  • When you get to understand your audience’s habits and preferences, adjust your posts’ timing by using Twitter Analytics.
  • Schedule your tweets by using Sprout Social or any other similar tools. This way, you will never miss out on the opportunity to engage with your followers at crucial hours.

 

Boost Engagement With Multimedia


As much as 82% of users watch video content on Twitter and have said they would even like to watch more videos from the pages they follow.

 

Multimedia, like videos, infographics, polls, etc., is a useful way to engage your users on social media.

 

Some of the ideas you can utilize in this respect include:

 

  • Twitter feed photos: Visual content such as images add diversity to the generally textual content. Also, these images may add value to your audience if they provide them with information and knowledge that relieves their key pain points and educates them.
  • GIFs: Adding a fun and laid-back side to your business, GIFs can be branded to add another layer of personality to them and your business.
  • Behind-the-scenes videos: These can help with building your credibility and authenticity. They also add a humane, relatable touch to your business by showing your team and your operations from a different, less “businessy” angle.

 

Conclusion


Your brand is your promise to your customer. It is critical that your business gets the right presence on Twitter, which is still one of the most popular social media networks for both B2C and B2B segments.

 

By building your brand for Twitter, you can connect with your followers in a meaningful way that will build trusting, lasting relationships.

 

 

Brand Identity

 

While companies used to be more focused on trying to figure out what their existing and potential customers like and what expectations they might have, the communication channels that now exist have completely transformed the interaction between companies and customers. This means that it’s much easier to find out how customers feel about your brand and what they’d like you offer in the future, but, at the same time, it has placed a huge amount of stress on companies to handle the communication appropriately and efficiently.

 

One of the most important aspects of this communication is definitely the one related to customer support. People who have already purchased your product or service or who are thinking about doing so have a need to contact your company. Depending on how you deal with it, you might end up with a please customer, who is likely to recommend you to others. Unfortunately, you can also significantly damage your company’s reputation.

 

What is a brand?


In order to fully grasp the importance of preserving your brand image, you need to be aware that a brand is not just a logo, but rather a combination of various things and activities you undertake. Every element that a customer can use to get in contact with you has a great importance in establishing a brand.

 

Unless you provide excellent user experience to each and every customer that uses your website, blog, social media accounts, or simply decides to write an e-mail or make a phone call, you won’t be able to strengthen your brand identity, which means you really need to be extremely careful and let your customers know they can trust you.

 

Importance of customer support


When we get to the point where a customer wishes or needs to establish contact with customer support, we are potentially exposed to a wide range of reasons for this. Still, no matter what the reason is, the customer expects certain information or action on our behalf. Failure to meet the expectations will result in a very negative experience and, consequently, bad word-of-mouth.

 

On the other hand, meeting or, even better, exceeding such expectations, will undoubtedly create a very positive opinion and a wish to remain loyal to your brand. What’s more, you can expect that satisfied customers are your most efficient promoters. In the increasingly competitive world, having people who are ready to defend your brand against competition is priceless.

 

How to boost your brand through customer support?


Although there’s no universal solution for all companies, some general principles can be applied in almost all situations. What they all have in mind is a clear, customer-centered strategy, which features some of the following:

 

1. Clear and attainable goals

 

One of the tips is to write down your company’s culture code, which will be a starting point for all actions you undertake. In it, you should define your company’s purpose and values it strives to nurture and the strategy for implementing these values in the customer support.

 

The vision should be reflected in every job, no matter what hierarchical position it holds, and it should be in the very core of every decision employees make and actions they take.

 

3. Support can be provided before the actual purchase

 

An increasing number of people will choose to contact customer support even before making a purchase and most of them will use the company website to do so. This means you need to pay a lot of attention to the design and user-friendliness of each step in the communication process. Every contact information should be clearly visible and people should be able to ask for and receive assistance at any moment.

 

In terms of sending an e-mail inquiry, the customer is looking for a quick, but not necessarily immediate response, while that’s not the case when they decide to make a phone call. In that case, they expect a prompt, relevant and efficient answer. Having or outsourcing a telephone answering service might be the solution if you want to allow customers to be able to call you 24/7 and be given courteous responses.

 

3. Let customers play their part

 

Unless you create communication channels that customers could use to tell you how they feel about your offer and possibly to make recommendations, you’ll fail at one of the most important tasks when it comes to customer care. Not only should you create such channels, buy you also need to establish some mechanisms that would show your customers that you’ve listened to them and acknowledged what they had to say.

 

Getting customers’ feedback on your brand is invaluable when it comes to measuring your progress and setting new targets for the future. The more information you receive, the easier it is for you to understand the trends and make plans accordingly.

 

4. Everyone should be involved in customer support

 

Regardless of the position they take, each employee should be ready to play their part when it comes to customer support. It doesn’t necessarily mean that senior managers need to reply to every e-mail all the time, but they should step in and help on the front line in order to improve the image of their company.

 

If customers realize their query is being dealt with a senior manager, they are bound to feel much more special and are likely to have a great experience communicating with your company. Of course, all employees need to be properly trained to provide exquisite customer care and they also need to be aware of the significance of the job they’re doing.

 

Conclusion


Building a brand is a long and painstaking process sometimes, which can be easily destroyed if not aspects are given sufficient appropriate attention. Customer support is not just something that is supposed to solve problems, but it is also a powerful tool that has a great effect on brand identity, which means it should be addressed with the same kind of energy as some other aspects of brand building.

Brand Identity

 

Every business consists of different elements. Those elements are created and launched by managers and marketers to leave a certain impression on the targeted audience. That special set of qualities is usually represented by unique visual solutions (logos) and combinations of words (taglines and mottos).  That way, they establish a level of expectancy in the eye of the public. Since a business identity is closely related to the degree of online presence, it’s crucial for every modern business to include every single component of that presence in the brand-building process. In line with this, a blog can become a powerful means in improving brand identity. Let’s see how to make it work perfectly for your brand.

 

The priceless value of author(ity)


When a blogger or blog editor is thinking about the future character of their blog, the main idea behind it should be the importance of authors and authorities they’re going to publish. First of all, this means that relevant guest posts are extremely valuable to every professional blog. They’ll attract new readers and retain the old ones, but more importantly, they’ll improve the SEO status of your blog (more about it later in the text).

 

Moreover, you should publish pieces written by authorities in the niche your blog is about, because their experience and education will always have more significance than posts written by unknown writers. Also, if the blog is associated with those experts, more people will follow your brand and become your associates.

 

Crucial SEO features


You don’t have to be an SEO-guru to know that natural growth in search engine page results is extremely important, as well as what tactics won’t contribute to improved brand identity. Here are some practical features that will boost the SEO-features of your blog.

 

  • Cut the loading time – A couple of years ago, the dominant belief was that websites have only a few seconds of loading time to keep their visitors’ attention. Today it’s getting under 2 secs and, in some cases, even milliseconds [source]. So, it’s clear you need to crop the images and manage other content features to cut the loading time.
  • Add ALT tags – Post as many original photos as possible and describe them naturally, with genuine keywords. Apply the same ALT-tag strategy with the photos obtained from online stock hubs, as well.
  • Avoid keyword stacks – As Google is getting smarter, forget about stuffing blog posts with long strings of keywords. Instead of that, focus on smartly crafted, long-tail phrases that entail the gist of every piece you publish.
  • WordPress additions – Still the most popular website/blogging platform, WordPress keeps offering dozens of practical plugins for enhanced SEO. Hence, use them and climb up the SEO ladder. Also, if you use Google Chrome, consider adding these useful SEO extensions.

 

Visual details


Since your brand identity will be a combination of technical Web features, written content and visuals, it’s crucial not to underestimate or neglect any of those elements. Now that there are thousands of blogs launched daily on the global level, established bloggers have to work their heads off to keep their platforms visually attractive and appealing to their visitors.

 

For all these reasons, you should add a few details that can improve the visual identity of every blog. Start with your brand logo. It has to dominate the home page, so place it in a simply designed header. Also, put the logo on every single page of the blog and use the power of repetitive visuals. In addition to that, decide what fonts you’ll use for your brand identity in general and utilize them on the blog, as well.

 

Finally, choose the main colors of your brand and enrich your blog space with them. This will prove to your readers and visitors that you follow a consistent branding pattern everywhere your brand appears.

 

New-age approach to blogging


An extraordinary approach to ordinary things can make a difference in every single niche, so blogging isn’t much different either. Therefore, if a blogger wants to stand out from the rest of the pack, it’s necessary to apply some new-age strategies. Firstly, work only with cloud and server providers that operate in accordance with modern ecological rules. Secondly, make your blog as green as possible. For instance, join forces with local ecological organizations and take part in environmental campaigns.

 

Also, when organizing such events, use only green custom printing and let people remember your blog as an ecologically aware enterprise.

 

Thirdly, encourage your regular writers, guest post experts and influencers to participate in charity events. Needless to say, always act first to serve as a role model for your initiatives. All those socially engaged actions will make your blog an active member of your local community, adding to your brand identity.

 

When relevant words and appealing imagery meet skillful technical management, a blog can become a dynamic powerhouse for your business activities. Therefore, optimize your blog in accordance with the guidelines given in this piece and let it become that special ingredient of your distinguished brand identity.

 

About Author

Emma Miller is a Sydney based writer with a degree in marketing. Interested in digital marketing, social media, start-ups and latest trends. She’s a contributor at Bizzmark blog.

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