Having a powerful brand identity will help you to become very successful in your marketing strategies. A brand identity defines what your customers think about you so it needs to accurately represent what your company stands for. If you have multiple social media platforms, keeping your brand identity consistent across them all is essential. A consistent identity helps your customers trust you and remember you when they need your product or service.
Creating a strong brand identity boils down to a few essential parts.
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- • Who is your audience?
- • What is your value proposition?
- • What is your color scheme and typography?
- • What are your values?
Answering these questions will help you understand who your brand is for as well as, stand out in the crowded market.
Define Your Demographics
One of the most important aspects to understand is who your target audience is. A target audience refers to the demographic of people that are most likely to use your product or service. Depending on your product, this may seem fairly obvious. If you own a barbershop, your customers would be people who want a haircut. If you own a coffee shop, it’s people who like coffee.
In a perfect world, that type of targeting might work. However, in our current markets, the competition is immense and you need to be specific on who you’re targeting. Narrowing down your audience will allow you to attract many more people and they will be more likely to convert.
Here are some questions you should ask yourself:
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- • Where do they live?
- • What type of job do they do?
- • Are they married or single?
- • How much money do they make?
- • Etc…
As a barbershop, your customer isn’t anyone who needs a haircut. Instead, maybe you want to target people who are within a 5-10 mile radius of your shop or single young professionals who enjoy getting drinks at the bar on the weekends. If you’re targeting men, maybe they want a fresh haircut so they can look good on the weekends while hanging out with their friends.
When you create your audience, if you can picture exactly what they may look like in your head, it means you’re on the right path.
Create a Valuable Proposition
A value proposition isn’t just what you agree to deliver to your customer when they purchase your product or service, It’s what your brand can solve that other competitors can’t. This is something that makes your brand unique and gives customers a reason to use you over someone else. A value proposition isn’t a slogan or a tagline. Both of those items are important aspects of a company, but potential customers don’t choose one business over the other based on their mission statement. “L’Oréal, because we’re worth it” is not a value proposition.
Some examples of a value proposition include:
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- • Describe the problem that you’re solving for your customer
- • Explain why they should buy from you over your competitors
- • What is your brand doing to serve each customer?
Your value proposition needs to be in the language of your target consumer. The proposition you offer should add to the conversation that is already happening in your customer’s head. To do that correctly, you need to know what problems your customer needs to have solved and how your product or service will be beneficial to them.
What makes a great value proposition?
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- • It’s easy to understand
- • It offers clear results that a customer can get from purchasing
- • It can be read and understood in 5 seconds
Your proposition should be clear: What is it for? And for whom? If your value proposition makes your customer think “what?”, then you didn’t do it correctly.
Get Help From Experts
Having a powerful brand identity will help your business stay relevant for long-term success. When your customers can attach themselves emotionally to what your brand offers as well as, the values and voice you portray, you’ll be able to develop a loyal and lasting audience.
We know how important a brand identity is and no matter what stage of the process you’re in, we’re here to help you. If you’re looking to re-brand or showcase some different features about your brand, Transformation Marketing is here to help you. The success of your brand is our success and our experienced team is here to guide you along the way.
Call our office and schedule a meeting with us to learn about what we can do for your brand! As an online marketing agency near Lincoln, NE, we offer a variety of services that can help solidify your brand – web development, graphic design, social media, blog writing, programmatic advertising, video production, and much more. We can’t wait to take your business to the next level!
402-788-2896