I recall a client that I sat across three years ago who had spent 40,000 on a pretty webpage, but she could not understand why no one remembered their business. Their logo was smooth, colors fashionable and the photography was breathtaking. However, there was a lack of something essential- a coherent brand identity that was meaningful.
That chat altered my way of thinking about branding in a completely different way. Through my interaction with dozens of businesses on their presence online, I have learned that the issue of building a powerful online brand image does not lie in copying what worked for Apple or using templates. It is more personal, sloppier and, in the end, more necessary than that.
The Question of What Brand Identity Means.
Let’s cut through the jargon. Your brand identity is nothing but the impressions that people would get when they visit your business on the internet. It is the instinctive feeling one gets when someone visits your Instagram page or opens a newsletter in his/her mail. It is the solution to such questions as: do I trust these people? and “Is this company to somebody like me?
And this is much more than your logo. Brand identity includes not just your visual properties, of course, but also your voice, values, the commitments you make (and fulfill) and the experience you provide in general.
One such client was a small coffee roaster whom I employed last year, and who had originally desired to appear professional and corporate since this is how serious business is supposed to appear. Having excavated who our real customers were young professionals who wanted to consume authentic, ethically-produced stuff, we turned around. Their brand was made friendlier, more open on their sourcing processes and more personal. The sales grew 34 per cent in six months.
Beginning with Uncomfortable Questions.
You must be clear before you get any visual in your hand. Most businesses are in a hurry to do so, and that is precisely what you should not do as well.
The following are the questions that you should ask yourself:
Who the hell are you actually addressing? Not everyone. Particular individuals having particular issues. This all became clear to me when I forced a financial planning prospect to reduce the number of inquiries to people who need financial help to first-generation wealth builders in their 30s who are overwhelmed.
So what is really your stand? What is good on a mission statement, not what you would really kill people to defend. When sustainability is your concern, it must be visible everywhere not only on a special page that no one browses.
What makes you different? This is a challenge since most without doubt businesses are not that different. There are occasions when you are distinguishing yourself with personality, approach or the unique blend of services. Find something genuine.
The Visual Foundation of Building.
Now we are going to have some fun, though with some significant caveats.
The psychology of colors is important, however one should not give it too much thought. Yes, blue brings out trust and green brings out growth. However, more crucial than symbolic meanings are the consistency and whether your palette is correct to your audience. The marketing of the brand of children education is not likely to experience the same sensation as a law firm.
Typography speaks volumes. I have witnessed this being underestimated by businesses on several occasions. The typefaces you use give the message of being either standard or contemporary, being either fun or being serious, whether it is approachable and being an exclusive or being an exclusive. Choose not more than two or three fonts and use them everywhere.
Your logo needs to work hard. It must be recognizable when a size of a social media profile picture and when on a billboard. It must be black and white sensible. There are a great number of gorgeous logos which do not pass these fundamental tests.
Develop actual brand specifications. It is not a fancy 50-page document that no one reads but a handy resource that will keep anyone who is creating content on behalf of your brand on track. Inclusivism is to insert your colors (with precise codes), fonts, the rules of using a logo, style of photography, and what you need to do and what to avoid.
Unity in Cross-platforms.
This is where implementation becomes a problem. Your brand image should also communicate through your web site, social networking platforms, email newsletters, communications with customers and even other places where you appear on the internet.
The various platforms require and appeal to different audiences and thus there must be a certain level of adaptation. A bit more formal than your Instagram, your presence on LinkedIn may be. Values, visual elements and voice should, however, be the fundamental elements of identity that is not lost.
Write templates whenever feasible. Graphs on social media, email header, presentation slides. It is not about being dull, but common ground creation. Thousands of brand messages are faced by people everyday. To them consistency will make them remember you.
Developing Trust on the basis of Authenticity.
Authenticity is the underestimated phenomenon about online brand identity. The modern audience is exceptionally attentive to the pretentious or acting branding.
Present the actual faces of your company. Be a storyteller, share real life stories, including mistakes and experiences. In case you say you uphold some values, show it off by doing what people can check up.
I have seen how brands are trying to portray themselves as what they are not and it always backfires in the end. A local company masquerading as a faceless company or the other way round. A naive team purporting decades of experience.
Be frank about yourself, what you are good at and what are your weaknesses. It is actually ironic that when one confesses that he is not perfect, this usually creates more trust than when one claims to be perfect.
Measuring and Evolvin
Brand identity is not a matter of set and forget. Watch the reaction of other people. Follow up social media activity, control feedback, carry out surveys and follow up on what content is working.
You should be open to change, but not to follow all the trends. Your essence as the core must be maintained whereas the execution can be adjusted to new platforms and demands of the audience.
Frequently Asked Question
What is the duration it takes to establish a well-known brand name on the Internet?
Sometimes it takes 12-24 months of work before you can visibly see that you are being recognized. There are those businesses that can do it in a shorter time through targeted segments and more followers.
Are we to employ an expert or go directly to it?
Small budgets may begin with DIY with some careful research. As you expand, professional designers and strategists introduce the skills that will be paid through the improved outcomes.
How frequently should I change my brand identity?
Small updates at an interval of 2-3 years are normal. Significant redesigns are supposed to be few and necessitate a real strategic purpose rather than being bored by a process.
So, what is the greatest error that businesses commit in online branding?
Inconsistency. Being different in look, tone and message on the various platforms bewilder audiences and is a waste of the recognition you have worked hard to achieve.
Is it possible to compete with bigger brands online by being a small business?
Absolutely. Smaller companies tend to create a stronger identity as it can be a company more personal as well as responsive and authentic than the corporate competition.
