5 Things You Need to Know to Establish a Winning Brand in 2021
Updated: Apr 10, 2021
What do you think of when you hear the term “Brand Identity?” We think an article on ColumnFiveMedia summed up the topic best. “Ultimately, a brand identity is a way to communicate with the world, differentiate yourself from your competition, and create a brand experience that encourages people to engage with you.” Brand identity is what acts as your guardrails to create a tangible perception of who your company is.
Everyday consumers are resonating more with brands than products, looking for brands that align with their lifestyle and values. In this blog post we’ll be going through 7 ways you can firmly establish a brand identity that will draw consumers to your brand.
1. Know Your Market
While it may seem easiest to try to appeal to everyone for your product, narrowing your market scope on some key segments can pay dividends. Don’t just cast a big net and wait to see what you catch! Scan the market, find what resonates with viewers, and tell them what they want to hear to reel them in. Read our past blog post: Finding Your Niche: How Specializing your Brand can Lead to Higher Audience Engagement, and learn how to find your target market.
2. Sell the Sizzle, Not the Steak
According to a study conducted by Microsoft, the human attention span loses interest at about 8 seconds, shorter than a goldfish attention span at 9 seconds. That means you have to jump out and catch their attention QUICK before they scroll back into oblivion.
Save the nitty-gritty details about how your product works for the discovery calls and consultations. Advertise the problemless, care-free life that a person will live after using your product/service to start drawing people toward your brand. An excellent example of a brand that sells the sizzle is GoPro. They don’t advertise their cameras; They’ve become an international household name by advertising the idea of a care-free, action-packed lifestyle.
3. Shared Values
Nowadays, a hot product/service idea hits the internet, and before you know it there are 50 companies trying to convince you that THEIR version is better than the rest. However, 9/10 times the decision doesn’t come down to the quality of the product, or even the price. According to a post by the Harvard Business Review, 64% of consumers listed shared values as the primary driving force behind a brand relationship.
If a veteran saw that a brand donates to support veterans, they will likely buy from that brand. If a millennial sees a brand that posts funny social media content, they will resonate more strongly with that brand. Products are simply the vehicle we utilize to support brands that share our values.
Now we can’t give you your own core values, these are internal feelings and decisions that you need to have on your own. Your values will be the belief system that governs how you run your business and what kind of consumers you’ll attract.
4. Keep it Consistent
Another way to build a winning brand is to establish brand guidelines for interacting online. Little details such as a brand color palette, set fonts for graphics, and communication goals can take your brand a long way. According to a blog by the Iconic Digital Agency, “style guide puts rules in place not to limit creativity, but to keep your brand identity consistent and recognizable. With brand guidelines in place, you can ensure your brand’s elements are used effectively and look professional anytime they are used.”
Color palettes and specific brand fonts will help your business to stand out from the pack. When they see your colors or your fonts they will always know it's you. Communication goals are agreed upon by your company’s leadership and communicated with the rest of the team, ensuring you always post information relevant to your company’s goals.
5. Engagement, Interaction, Conversation
One of the best ways to show people who you are is... of course, by talking to them. Consumers align much more with brands when they perceive them as human and interact with them. An article by BBN International emphasizes the importance of each individual interaction. “Every experience a customer has with a brand creates an impression, and this impression helps formulate an opinion. And these opinions are lasting.”
Send out newsletters. Reply to inquiries on social media and your website promptly and respectfully. Have a place, whether physical or virtual, for consumers to leave suggestions and interact with your brand deeper than surface level.
Elon Musk once said “Brand is just a perception, and perception will match reality over time.” No matter the size of your brand or business, carry yourself like a Tesla, or Apple, or Google, or any winning brand you want to model after. If people perceive you as a winning brand, you’ll find yourself winning in no time.
Looking to decorate your social media with some branded posts that stand the test of time and show potential clients what you’re all about? Be sure to read our past blog What is Evergreen Content and How Can it Transform Your Digital Marketing Strategy?