Strategies for Building a Strong Brand Identity Online

In this digital age, online presence can act as your storefront. This is the place where customers will discover you. You can create an impression in front of them and decide whether they should associate with your brand. Therefore, building a strong online brand identity is crucial to gaining trust, and recognition and ultimately sustaining success.

How customers view your company, product or service can influence their buying propensity and loyalty. By implementing consistent marketing and messaging, strong branding can increase your company’s sales and inspire customer loyalty. By understanding and implementing different steps and strategies, you can easily develop a brand identity.

What is brand identity?

Brand identity is the identifying elements of a brand. Its design, color, logo, personality, and font help create a place in the minds of consumers about your brand. A company’s brand identity aims to create brand recognition by appealing to consumers’ senses, through visual, auditory, verbal, or tactile associations. It is very important for any brand identity if a brand can create and maintain relevance in the minds of consumers.

The Importance of brand identity

Today’s marketing landscape is highly competitive, which makes it important for your company to differentiate itself from its competitors. By researching local markets, understanding the preferences and needs of different audiences, and understanding the gaps between similar services available to them, you will be able to easily carve out your agency a place of its own. Once identified, strategies for creating a branding identity can be specifically designed to resonate with your target audience.

The strategies for building the brand identity

1. Conduct research

The first and foremost step in creating a brand identity is to analyze the market by identifying strengths, opportunities, and weaknesses. Customers need to understand what your brand has to offer, differentiate you from other competitors, and identify what makes your brand unique from other brands.

• Determine business goals

Based on the brand’s capabilities and the reason for creating the brand, create a mission statement for your business in front of customers. You indicate the needs of the company’s products or services, and what its components are used for. If you work for an organization with a defined mission, it’s important to think about how advertising best serves the needs of both the company and your client.

•  Identify customers

Identifying consumer groups is very important in creating brand equity, for which you need to conduct surveys, focus groups, and interviews. If you understand customer needs and expectations properly, optimizing brand identity can help build customer loyalty to your product or service. This allows you to easily manage audience segmentation and discover multiple subgroups within your overall audience. You can create subgroups of your customers based on factors such as age range, geographic location, shopping habits, etc

•  Determine personality and message

Enhance or redefine brand personality by considering whether your brand can solve consumer problems. Brand voice is a factor that aligns the branding process and is clearly communicated through the systematic choice of brand identity. All brand elements such as name, color choice, typography, logo, etc. are aligned to make the brand identity stronger by harmonizing it.

• Make a logo

Design the logo to make it more attractive or create a new logo. Any brand owner needs to know that a logo is a visual trademark or symbol through which the brand can be identified. Like a sports team mascot, a logo represents any brand and its ideals.

• Consider other visual elements

Think about how the logo, packaging, advertising, or other visual elements associated with the website can affect your business. Some of the visual aspects are discussed below:

• Color: using of unique and vibrant brand colors on the logo can instantly increase product visibility. For example, the choice of heather gray can highlight the serenity of a product, the use of green in any logo can make it stronger, and the bright glow of any color can portray confidence. 
• Shape: A product’s shape, identifies that brand. For example, the unique square shape of a soft drink bottle or the linear form of a game controller helps to identify the brand, immediately. Many times we can identify the brand by looking at the bottle or box of any shape.
• Graphics: Distinct patterns can be used for different brands that help to build a memory structure around a particular brand which allows to create instant identification.
• Text: Your font size and style can convey a brand’s personality. The smart font can convey a sense of a text. For example, Times New Roman can portray tradition and stability.

• Create your slogan

Try to create or refine an attractive brand slogan. it can state the brand position memorably.  Ideally, a slogan needs to be short and easy to remember, so that customers remember the slogan for a long time. There are many brands that use rhyme slogans.

• Decide on your tone

Figure your brand’s style or tone. Specific word choice, or “diction,” is the vocabulary used in connection to the brand and helps to shape the brand’s tone and attitude. Through the type of language used to communicate with the consumers, you can identify the type of customers that the brand attracts. the brand’s tone is something that helps to connect to their personality. For example, a brand that focuses on fun might use a casual tone. Another brand that offers

medical devices might use an empathetic tone.

• Think about your audience’s other senses

You can awaken consumers’ senses through your branding. Think about how you will awaken their senses. This type of branding can be called sensory branding, which can resonate with the five senses of their potential customers. Here is a brief description of how you can incorporate the other three senses in your branding:

• Sound: A brand’s auditory notes, tones or sounds help attract customers and increase brand awareness. Often, when a customer hears a musical jingle, the brand itself resonates in his mind, meaning he is familiar with the brand through that jingle.
• Taste: A brand’s taste or smell combination plays an important role in brand identity. For example, a renowned restaurant uses a secret sauce in a certain dish, through the taste of which the brand of that restaurant can be known. Again a particular brand of soft drink offers 27 flavors, the flavor of which is indicative of its brand.
• Touch: If you like a company’s product, consider how the product feels physically. You might think, for example, that the product or packaging might be heavy to the touch, smooth, or rough, these features can contribute to branding.

Conclusion

If you want to build a powerful brand identity, then you should require deliberate planning, consistent implementation, and an in-depth understanding and knowledge of your target audience and market. The renowned marketing agency would advise their client that their brand can quickly and easily build a formidable presence in their specific market by understanding the brand identity, identifying target audiences, developing a consistent voice for your brand, creating an attractive visual identity, and engaging the customers. these jobs can be done with attractive storytelling, leveraging all social media platforms to drive business return, and providing exceptional customer experiences.