Branding is one of the most important aspects of any company. Your business could have the most wonderful idea behind it, but without the correct branding you simply won’t connect or communicate with your intended demographic. Everything from logo design to social media register is crucial when it comes to branding, so you need to make sure when you’re creating a brand that you give proper consideration to all aspects.
One of the ways in which you can make your brand work for you is to make it personal – to give it the personal touch, as it were. Audiences respond better to brands they perceive as friendly or able to connect with them on an emotional level, so designing your brand with this in mind is pivotal. Here are just some of our tips on how to give your branding the personal touch.
Know your audience
The first and most important aspect of designing a brand is to know your audience well, and the best way to do this is to live in their shoes as much as possible. Are you working for a loans company? Take out a personal loan and understand how it feels. Are you designing for an e-commerce platform? Research their products exhaustively and find out what the demographic likes about the company. You won’t be able to create a personal-feeling brand if you don’t know the people you’re designing for.
Know the company
Who is the company trying to communicate with? What is their mission statement? If you know this, then you’ll be able to construct a brand around it. Let’s say you’re creating a brand for a coffee house. What’s the intended audience? If the coffee house is maintaining a smaller and more independent feel, your brand should reflect that; it’s one of the values the company treasures most, so make sure the brand feels personal and homely to complement that value.
Do some market research
Looking at your competitors is a surefire way to build a successful brand. Who are you in competition with, and what are they doing to attract customers? Look in a holistic sense at their brand and discover what it is that works about it for people. Maybe you could even ask family and friends, if they shop with your competitors, what it is that attracts them to that business. If you can bottle a little bit of that yourself (without copying, of course), you’re off to a good start.
If your company is long-running and has an established brand, it’s a good idea to know what the public perception is of that brand. Do people trust your company, or do they think you’re not on the level? What are people saying about your current branding? A great example of this would be car manufacturer Skoda, who recently ran a brilliant self-effacing advertisement referencing derogatory comments made about their brand. Ignoring perception will only make you less appealing.
Collaborate with influencers
Some contend that traditional marketing is dead, and that the future is targeted marketing led by a charge of social media influencers. It’s not hard to see why. Social media influencers connect more directly with their audience, which means that if an influencer uses a product then the audience is more likely to take their word that it’s a good product. If your business is commerce-focused, then collaborating with influencers to get your product out there is a good idea, and it’ll build your brand.
Make sure the brand is holistic
If different aspects of your brand feel piecemeal and not properly put together, then people will start to notice. Are you running ads online? If so, make sure that your brand is reflected in those ads and that they don’t feel noticeably “off-message”. When social media influencers use your products, make sure they’re not doing so in a way that doesn’t reflect what the product is about (while maintaining their personality, of course). Controlling all aspects of your brand is crucial to success.
Hold regular meetings with employees
It’s important to talk to your staff about the direction your branding is going in and whether they’re happy with it. Some staff members might have good ideas for where you can take your branding in the future, while others might be able to raise unique complaints or problems that you might not have thought of yourself. Getting the company involved in branding and listening to the thoughts of your employees will only lead to a better, more personal brand for you.
These are just some of the ways in which you can build a personal brand. In today’s era of targeted marketing and friendly branding, it’s more important than ever to build a personable, approachable image for your company. Did we miss anything? Do you have any extra tips? Let us know!
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