How to Create a Brand Identity?

Before I start, I’ll give you a little tour of what is brand identity and why you need it
to grow your business.

What is Brand Identity?

Is what your brand says, the value it has, how you communicate your product with
your audience, and what you want people to feel when they interact with your brand.
Is basically the personality of your business and everything you are promising to your
customers. 

Branding affects perceptions since it is well-known that in blind product testing
consumers fail to distinguish between brands (Jobber and Ellis-Chadwick, 2013).

Jeff Bezo, founder of Amazon, says: "Branding is what people say about you when
you're not in the room." And I am pretty sure you want them to say the truth and
good about your business, not just your flaws.

When people buy what you are selling, they expect to become what you are
promoting. If you are selling beauty products, they expect to be pretty as you are
promising your product is going to do, because they can relate with your value, your
purpose.

Giving Your Business a Face

A brand identity is visual and emotional and communicates relevance and trustworthiness
(Forbes, March 2018)The logo It is not just a design, but is telling people that the
image you chose, means the name of your company. Your brand identity.

People want to make sure it is something original, reliable. And when you get to the
stage of having a consolidated brand, it will remind them of your company without
having to read your name. Let’s take Mc Donald’s, for example: You know the company
by the logo, even if you are in China, with no knowledge of mandarin, you will be able
to recognize. 

Having a brand identity gives you authority in the marketplace, develops credibility
among its competitors and trust among its customers.

What Is The Mission Of Your Business?

By creating the identity of your brand you’re standing for something, a purpose. And
that will make people follow you, consume you. Let’s take Lush as an example; they
fight against testing products in animals, they also support charity cause, and that
makes people be loyal to its brand, to its mission, as customers feel like they are
going in the same direction.

Attracting New Customers and Delighting Existing Ones

When you have your brand identity done and your mission defined, attract people
who can relate with your brand. The next step those people will take is becoming
your customer and by the moment they realize your brand is everything you are
saying, the purpose you are speching and your product/service is matching all these,
they will be more than customers, they will become advocates. That's what good
brands do.

Establishing Guidelines

It’s crucial for every business to have an established guideline, where everyone in
the company can follow.

When we talk about guidelines we talk about the way you use to talk to your
customer, your email signature, your business card matching the company’s logo,
every single detail to unify the way your brand talks to customers.

Your Content Matters

As part of the process of establishing guidelines, we can include the language you
use to communicate in your articles and social media. 

Make sure to provide interesting content that people can read and relate to your
brand. Remember, if your content is boring, so is your brand.

The way you chose to communicate as a brand will be integrated throughout the
entire business.

People love stories that come with emotion. Make sure to include it in your content
and in the message in general from your brand.

They Want You to Interact With Them on Social Media

It’s important to have your brand active on social media, your audience expects
that from you. They expect your reply whenever they have any question, issue or
even when you interact with them in a simple mention, even if it’s just a joke one.
That shows that you are there, that you follow them as much as they follow you.
All that will give your brand a good reputation. 

Just make sure you’re not giving them a mixed message. So be clear, say what
you mean and use words to assure they’ll get your message clearly.

Building Customer’s Loyalty

If you’re thinking of branding for only attracting customers, then we have some
other tips for you.

Delivering an exceptional service after you sell or provide your service, will delight
your customer and cultivate loyalty. Remember that we’ve said before that when
the customers are happy and delighted they will become an advocate? That’s the key. 

Whenever you buy something on Amazon, they not just deliver your product, they
always want to delight you, to exceed your expectations. If you have an issue, they
will solve it before you realize. If you expect your product to be delivered in three
days, they’ll knock your door a day earlier. They do all they can to exceed your
expectations, to feel like you matter to them.  

Enchante Your Employees and Partners

It’s important to have your employees and partners loyal to your brand as much as
your customers.

Think about them as an internal customer. Someone who’s always involved with
your company. Advocates of your brand.

Why is Google the most desirable company to work for? Not only because it is one
of the biggest companies in the world, but because they make their employees
become loyal. They value their employees, they connect emotionally with them,
they make them feel like their part of the Google’s family and that matters. 

Remember, they are the ones running your business. They are the ones who face
your customer and delight them. They are the ones who make everything possible
for your company to reach the target and be as big as you want it to be.

Your brand is the main door of your business, make sure to leave it open and always
with a warm welcome.