Creating the right brand identity for your business is one of the most important things you can do to make sure that you are visible to your customers. The different aspects of your brand identity can speak volumes about your business, from the font to the colour palette; every choice you make is communicating something about who you are.
People will remember and seek out your brand if they value what it stands for – and when that happens, even the simplest elements such as your logo will help them find you among the clutter of your competitors’ brands.
When it comes to creating – or re-energising your brand identity, small businesses have a distinct advantage over the big guys. Big businesses have to pay for focus groups and other expensive research methods to find out what their customers want from them and how their brand is perceived.
But if you regularly deal with your customers face-to-face, then you have a natural advantage over your bigger competitors because your relationships are closer.
You can ask regular customers what they like about your brand, product and services – and what they’d like to change.
For example, customers might love a particular product, but think the packaging doesn’t do it any favours, or they might not believe your slogan because it sounds like an empty promise.
The ideal is that they feel so comfortable talking with you that they’ll give you profound and honest feedback. As humans we have a higher tolerance for the shortcomings of people we like. We’re more willing to forgive friends. Great friends will also be upfront about our shortcomings, so make the most of those human connections to get your brand identity into shape.
Every single element of your branding should help communicate something important about your business, from the logo, to the slogan, voice, type style, colour palette and the images you use in marketing and media material.
All those elements help to make a promise to your customers. So a big question to ask when working on each element is: ‘What will my customers think they’re getting from me?’
…And then of course, you have to deliver it!
Outsourcing to a good branding company can help business owners see their businesses through their customers’ eyes. This involves getting in touch with what their customers really think about their brand, products, services – and even just the language and product names
To talk to a brand identity expert and discuss your ideas for a unique and powerful brand for your business, contact the team at Kwik Kopy today.
