To succeed in today’s market place your business needs a clear brand. One of the first brand elements business owners scramble to sign off their list is the mighty logo.

*spoiler alert* in the 21st-century, a logo isn’t enough. 

Instead, your brand needs to demonstrate to customers why they should put their trust in you.

Read on to find out more.

Who Are You, Anyway?

In reality, the question isn’t about you personally, rather your business. As your brand is an extension of who you are, framing the question/answer as if your business was a person helps.

Because that is how you build a fitting personality for your brand. Whatever personality you choose will form the building blocks of every aspect of your brand identity.

So if your brand was a person, how would they act in a particular situation?

Don Yer Thinking Cap

Of course, you need to give some careful consideration to this. Indeed, you will need to align how you want your business to be seen to the people you are looking to appeal to.

After all, it is their opinions that matter most, and you will want to ensure that they understand and resonate with your brand in the right way.

Indeed, setting the right tone for your brand’s identity can be a very delicate balance. That is why many businesses collaborate with industry professionals like digital branding agency – Naked Ideas® and others to ensure they get expert advice.

After all, if you don’t get this first part right, everything else concerned with the brand you build won’t be as effective as possible.

Deliver on Your Promises 

It seems like the most basic common sense, but you must deliver on your promises when building a brand. This is because part of a strong brand’s value is that customers can trust you to do what you say you will.

Unfortunately, if you over promise and under deliver, this puts the entire relationship under strain and means that they will find it much more difficult to place their trust in you in the future.

Be Consistent 

Another aspect of building a better brand is making sure that the communications you have with your customers are as consistent as possible. However, this can be a real challenge when working across different platforms and even used third parties to help you create content.

However, this is where a brand schema comes in. This document sets out things such as the images, logos, colours, and even the tone of voice that all communication from your brand should take. 

Indeed, by setting this out, you can make sure that all of your messaging is consistent and always sounds like your ‘brand’, whether you are reaching your audience via LinkedIn, Instagram, or even on TV!

Define and Act on Your Values

Values are also another important way to define and strengthen the identity of your brand.

Before you begin reeling off all sorts of buzzwords, remember any values you use as a foundation for your brand need to be ones you can act on day-in, day-out. They should match your brand personality and relate to the service/products you offer in a meaningful way.

So if one of your core brand values is sustainability, using a supplier that is not conducting their business in line with this will not reflect well on your brand.

Similarly, if you are building your brand on the value of supporting local businesses, consider consciously working with local businesses in your organisation’s everyday operations.

FIN

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