How To Build A Strong Brand Identity And Brand Equity

Your brand is what other people say about you when you’re not in the room. –Jeff Bezos

Want To Find Out How To Build Brand Equity?

Brand equity is a sales and marketing term that depicts the market credibility and customer loyalty generated by a product or company with a prominent name.

Brand identity is the collection of all company or product elements that portray the right image of the brand to the consumer. So, your brand is so much more than a logo and a name, and that’s especially true for your beloved customers.

The terms “brand,” “branding,” and “brand identity” are sometimes used to talk about your brand – but these terms are not always interchangeable.

A brand is the perception of the product or company in the eyes of its audience.

Branding is about taking marketing action to shape a distinctive brand.

How do you create a brand?

How To Build A Strong Brand Identity And Brand Equity

Developing a dynamic and robust brand creates a solid foundation for your business. However, that brand’s long-term success depends on your brand equity.

Your brand-building strategy on the internet will mirror your perception of doing business. It will determine how long you can survive the race of digitization and social media competition.

In figuring out how to build a brand identity, a business needs to reach new target audiences. The brand should stand tall, right in the center of online communities. Trust and faith in a particular brand is built by the actions taken to approach your audience.

Online visibility starts by building a good reputation; potential customers take the initiative to purchase one’s brand. They will work as brand ambassadors for your business by bestowing reviews on social media.

You can build brand equity by showcasing your business traits, knowledge, capabilities, and, most importantly, how you express yourself online.

You can still create visibility for your brand without having a single word shared on social media or running any campaign. For example, Uber didn’t run any marketing campaigns – instead, they just thrashed the market by building a massive network of cabs.

To beat the heat of competitors, establish a brand that tells a coherent and consistent story of your business. The fewer words you use, the better. You don’t have to be self-praising. But it would help if you told an interesting story.

Branding depends on your audience’s perception and how the other brands describe you. How many people are affected by your presence?

How to build a strong brand identity

This post lists the top tips for creating a robust and lasting brand.

How to build a strong brand

Crafting a reflection of your business

Everything boils down to your first impression online – and that is your website. Suppose a web development company has an old-style webpage, and its services include building AI and big data applications. In that case, visitors are not likely to trust the company’s quality of work. However, the brand identity aligns more with the company’s services if the website has modern elements and a stylish presence. Now, the business claims seem so genuine that visitors might decide to assign a project to the company.

Exaggeration of facts irritates visitors, and they start looking for alternatives. Every business has a unique quality. Before going online, you must research and explore that unique selling proposition (USP).

Innovation is the key.

The degree of innovation is the essence of creating fantastic business opportunities. You must be up to date with your knowledge of the industry at a global level. In the internet era, you are dealing with intelligent and savvy customers. Customers look for social media comments and reviews before purchasing the desired product.

For example, Amazon has become a top retailer and performer in brand recognition by creating a sound tech infrastructure and using advanced e-commerce technology. They innovated in many ways that contributed to a fantastic shopper experience.

However, when building your online brand, communicating with your target audiences should be your primary focus. The confidence in your products should be displayed through your creativity and advertising efforts. The customers should have a craze to see new products. The reoccurrence of visitors will establish your brand.

Implement strategies

Today, learning how to build a brand identity, it’s essential to realize it’s not limited to one channel, i.e., social media or your website. Other tracks are equally effective and go alongside websites like mobile apps, email marketing, etc.

Remember that a brand identity is established over time. You can’t afford to stick to one method. It would help if you tried different strategies, and occasionally, there should be a shift in your system to approach your audiences. “A biscuit is a biscuit” will not be accepted every time. It has to be like, “Biscuits cater to the need for nutrients“ or “ A biscuit is a complete meal at work.”

Old stuff wrapped up in a new package is more easily sold than the same old stuff repeatedly. Then comes the role of social media, which is equally essential as new brands will keep entering the market.

The long-term relationship with your customers

Customer Lifecycle Marketing

If the customer base is increasing too slowly, your business is in danger of failing. Hence, it would help to have a safety net: faithful customers with a long-term association with your brand.

It has been observed that early boomers prove to be loyal customers. They have a strong association with the brands. All we need is to boost their confidence and stay connected with them.

The offers and discounts can be another way to keep them connected, but then all is fair when it comes to building a sales strategy. The interest in your brand should grow as your company becomes more mature.

Another way to nurture a long-term relationship with your customers is to add value to your product systematically. Find creative uses for your product, or associate your product with different customer needs.

Know your competition

The market is competitive, and changes are taking place rapidly. To win over competitors, a well-thought, innovative strategy is required. You need a unique brand voice that will have an impact on your potential customers. It would help if you had unique ideas – don’t be a copycat of already established brands.

So, it would help if you did in-depth market research. Advanced crawling tools, chatbots, and CRM tools are readily available. You can use these tools to research and get to know your competitors and customers better.

All these techniques won’t be effective unless you have a master plan to attract the customers’ attention to your products.

Be consistent

Consistency in presenting your brand is much required. Just ensure that your marketing campaigns are original. Posting on social media less frequently is okay. It would help if you took steadfast initiative rather than making your presence felt once and then disappear.

In a survey, it was revealed that 61% of top brands are old brands that are already established. They require no campaigns to run for their existence. This depicts that always becoming part of the hype is not good. Behave to take wise steps in establishing a brand that stays forever.

The regular informative blogs, articles, and press releases about the products will be an excellent opportunity to connect with your audiences. The sincerity and straightforward approach might impress the audience.

Indeed, 60% of US millennials expect consistent experiences when dealing with brands online, in-store, or by phone.

Helpful content for your audience

Content can be a game changer. It’s all about building a positive attitude towards your brand. It can be helpful if your content is informative and represents essential facts. Engaging content helps to generate leads.

Audio and short video presentations on your homepage are the latest trends in presenting your brand. Making effective use of short animations in between the content also acts as an added asset. Visitors always appreciate the self-explanatory content.

PRO TIP: If you're too busy to write content and engage with your customers regularly, we can do it in our Email Marketing Program!

Be a storyteller

As mentioned before, a powerful way to build your brand and increase your brand equity is storytelling. Tell a story related to your brand and share it on social media and other marketing channels. Your goal should be to reach as many people as possible within your target audience. In other words, you need to maximize your brand reach. For example, you can watch several such stories on Pinterest and Twitter.

Go to Pinterest and Instagram to find viral stories related to your niche—no need to say that a story is more effective than a post praising your brand. Elaborate your brand’s story to hit the customer’s mind immediately. Once the customer is convinced, he will stick to your brand.

Steps ahead

Once you have analyzed your market and evaluated your target audience by determining how they perceive your brand, you must develop a strong brand strategy. Ensure the right messages are delivered on social media and across all channels.

Building a successful brand takes time and effort. It would help if you were patient to reap the fruits of your actions. The sincerity and dedicated work will surely bring measurable results in building a successful brand.

Book an Action Plan call with us if you’d like to help strategize your brand, work through your sales funnel, or find traffic for your offers.  We’ll take a look and put together an Action Plan to get your business rolled out!

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