A company isn’t a company anymore without its brand identity. Consumers want to find brands that stand for something different in their industry- why stay stagnant? Branding is crucial to retaining loyalty, as well as developing a broader business strategy and core voice.
Your company needs to move forward and stay ahead of competitors. By clearly solidifying your brand identity, you can propel your business to the top. You must first analyze and evaluate your current voice and company personality. Why do your customers keep coming to you? Do they associate positively with your brand? Choose the right target audience and ideal consumer of your product or service. By starting with the consumer, you can take a different perspective to understand the broader mission of your company value and story.
Branding is more than the company logo and slogan- it’s the color palette, mood, mission statement, and branded content. Your brand strategy affects business from the ground up; If you were to make a new logo, how would the rest of the content, website, and advertising follow suit? Updating your website has to reflect the tone of your new company image.
Branding also involves your “voice” and messaging. Setting the right tone is essential to the overall brand strategy- are you reliable, friendly, serious, goofy? This tone must be consistent along with your messaging. What do you want to communicate about your company?
Create a branding style guide with your design team to consider the most authentic color palette that reflects the company tone, as well as typography and inspiration. This guide must be reflected in all communications, especially external ones like social media and other forms of communication.
Integrating all of these components creates a successful brand identity for years to come.