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Creating a business is a piece of cake in comparison to building customer relationships and consistent brand identity. Many brands struggle or even fail, partially because they can’t grasp their personality and develop it in a way in which grows their business and their buyer loyalty.
Your brand identity is all the physical elements you create to represent your brand image that customers will recognize and associate with your brand. Your name, fonts, colours, images and visuals, etc. are all examples of your brand identity. It differs from your brand image in that it’s not the impression you want customers to have when interacting with your brand. However, you need a brand identity to ensure your brand image positively reflects your business.
It’s a little confusing but remember: you need a brand identity to have a strong brand image. Making sure your brand identity is consistent across all channels and marketing efforts is how to achieve this.
If your customers can find you on Facebook but have a tough time on Instagram because your cover image and handle (username) are entirely different, you could miss out on a whole lot of engagement. Keep all profile images and names the same across every single social media channel you use – if the name is taken on one platform, change them all. This is why you should research before setting a handle in stone.
Predictability is usually a good thing when it comes to your brand. Unless you’re experimenting with guerilla marketing or trying to take your audience by surprise with a strategy, providing consistent images and social media posts that are expected are better.
A consistent brand identity translates to professionalism and trustworthiness. If you can take it a step further and deliver consistent, valuable content as well as images that are uniquely yours (and branded by you) instead of overused stock images from the internet, you’ll be golden.
There’s no way you can know if your marketing strategies are working if you continue to change your brand identity and visuals every month. How can you know the results of your analytics are because your customers are engaging with your awesomely curated advertisement or the fact that you changed the colours of your logo every week.
Are you interested in learning more about how Gillian Sarah can help develop your brand identity and provide your business with the best chance of success? Check out the rest of our blog or reach out for a conversation today.
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