If you’re in the process of starting your own business, you may be wondering how to create a brand that aligns with your ethos and communicates your unique message to the world.
Here, we explore several ways to build a strong brand identity that will put you on the path to business success.
Define your brand story
Hubspot says that “a brand story is important because it helps customers understand who you are and why your business exists. When customers relate to your why, they develop a connection with your brand” which increases the likelihood that they’ll buy from you.
To define your brand story, you must first identify your “why”. What’s the purpose behind your business? Is it to offer a unique service or a particular product? Then consider “who” benefits from this to get to grips with your target audience.
Next, think about how to communicate “what” you’re selling clearly and concisely so that it’s easy for people to understand. What makes your proposition stand out from the crowd and why do people need it?
Engage in authentic communication
Next, consider how you’ll communicate authentically with your audience. In today’s highly automated and digital world, people are looking to understand the people behind brands more than ever.
If your product or service was born from a personal journey, consider sharing your experience. It will allow customers to connect to your brand emotionally, which means they’re much more likely to remember you and purchase from you in the future.
Be consistent with your communication across the business, from your social media accounts to your email marketing and website.
Enhance customer experience
Another important element of creating a successful brand is to prioritise the customer experience. If a person has had a positive experience, they are more likely to repeat purchase, as well as tell their friends and family about you. This is a great way to build your customer base organically.
There are many ways to enhance your customer experience, including offering next-day or same-day delivery for products, creating a fast and streamlined website, and offering support and advice to people when needed.
Other options are to reward loyalty through points schemes, personalised discount codes, or vouchers for specific products or services.
As the face of your business, your brand is the catalyst to building credibility and trust among customers, as well as standing out from your competitors. By defining your brand story, prioritising authentic communication, and enhancing customer experience, you can start to create a strong identity that truly resonates with your target audience.