Google it, Uber there, Photoshop it, Facetime them, Instagram it … The list goes on and on of brands used interchangeably as verbs. The common denominator-their brand identity. These brands have become such a massive part of our lives that we often don’t realize how much we refer to them. For example, Coca-Cola has become such a well-known brand that almost every soft drink can be called “a coke.” Any successful business person knows how important a consistent brand image is to the success of a business. However, many are unsure how to create such an identity.
Firstly, when creating your business’s brand identity, think about things quickly recalled to memory. The goal is for consumers to recognize your company based solely on individual parts of your branding (i.e., colors, fonts, or a logo). Take McDonald’s, for instance. The famous “golden arches” have become synonymous with the giant fast food chain. In fact, if a consumer saw the red and yellow colors of the McDonald’s brand, they would more than likely assume it was McDonald’s without a logo or name for reference.
Having a successful brand identity can significantly affect your revenue. This is a concept that Apple has got down to a science. Many apple users won’t buy technology from any other brand. Similarly, many apple users will become so used to handling the iOS interface that they will struggle to use windows or other interfaces. Additionally, Apple consistently comes out with newer, often better products that they announce at special events to maintain consumer interest. Modern branding always speaks to Apple’s continuously advancing technology.
Your company’s brand identity should encompass how you want your company to be perceived by consumers and a tool to help consumers differentiate your business from competitors. For example, it’s doubtful that consumers will confuse Zoom with Skype with GoToMeeting because of how different the companies brand themselves to their target audiences. Therefore, you want your brand to speak to the essence of your business without being too similar to your competition that consumers will get you mixed up.
When creating your business’s brand identity, apply this thinking to any marketing strategy. This should include everything from your name to your tagline to your logo, including the colors and fonts used. Not only should all of those details match your company, but they should also be able to coincide with each other. Using all of those aspects will help create the brand identity you’re looking for.
Becoming as profitable a business as Venmo, Zoom, and many others is a company goal. The Kip and King Marketing team can help you reach that goal by creating and maintaining a consistent brand image for your business. Contact us today to learn more.