How strongly would you rate your brand’s image among your target audience? Is it sufficient to make a unique presence in your business’s market? If not, if your brand is finding it a challenge to connect with the client persona and failing to make financial inroads in the new market, it demands a look into.
It is then high time to focus on a solid strategy to polish and emphasize your brand image. That step, in turn, will make it simpler to fulfill your business goals and make a lasting mark in your industry.
Let’s first look at why having a good brand image matters in any industry. We will follow it up with the process flow or steps to establish that brand image.
Discover Your Brand Identity
Prior to setting up the brand image, it is imperative to recognize what you are trying to achieve as a brand. What product or service is your firm offering? Why do you want to venture into a niche industry? What are your brand’s Unique Selling Points (USPs) that differentiate you from the rest? It is rightly said that developing a unique and memorable brand identity matters for any company’s long-term sustenance.
Self-Analysis Using SWOT
After successfully gaining a brand identity, you need to assess where your company stands. To accomplish this task, employ a SWOT analysis to compare your firm’s strengths and weaknesses with that of a competitor. In addition, understand the threats and opportunities in your industry as a whole.
Recognizing Target Customer Segment
Brand image becomes far easier to develop when you have a clear picture of whom you’re creating it for. Design the elements of your brand, such as the logo, color schemes, captions, etc., keeping in mind what the target audience will connect with. In a time where digital presence is overpowering the brick and mortar one, businesses need to invest wisely in content creators across the web and on social media to attract the desired audience.
Define The Mission, Vision, and Core Values
The importance of defining the mission and vision of your brand towards shaping your organizational strategy is immense. The meaning of these statements and your company values will represent your business objectives and your offerings. Once these sets of statements are defined, the graphical elements of the content can be planned accordingly.
Selecting The Tonality
The tone of your voice defines how your brand would communicate with the audience. Do they like a casual and friendly style? Are they business class that requires a formal tonality? Is the customer demographics more of youth that needs a touch of urban slang?
Irrespective of the vibe you are trying to project to them, your tone of voice needs to sync with what the audience connects most well with.
Establishing The Brand Personality
Brand building is not a one-time activity. Well-developed brands not only enter the minds of your audience, but they remain there for a long time. For that to happen, the interactions must be engaging and human-like.
Brand credibility is also an aspect that can improve your brand’s personality. For instance, industry-specific certifications, awards, etc., can increase prospective customers’ trust in your brand. For example, Pragmatic Play is an award-winning online casino studio in the gaming and entertainment industry. In addition, the several worldwide licenses they have achieved for slots make it a trusted brand among the gaming community.
Defining Brand Guidelines
After the previous steps are complete, it is then time to infuse the visual elements of your brand. This step includes creating a logo, selecting a color palette, taglines/captions, etc.
Developing a well-laid brand guideline can make it easier to remain consistent in your marketing content for the future. Consistency in guidelines will make it easier for the audience to recollect your brand when they see your logo and other personalized elements of your brand.
Following the brand guidelines on your Social Media handles, email marketing, or websites is equally crucial. Online businesses which establish a solid omnichannel presence are the ones that make fast market penetrations.
When brands are trying to conquer the digital market, those who have a well-executed brand image strategy will remain a step above the most.