If you haven’t already, catch up on our series: 1 – Brand Elements Overview, 2 – Visual Identity, 3 – Physical Elements, and 4 – Company Website.
At this point in the guide, we’ve discussed just about everything: the logo, marketing collateral, and company websites. But building a standout brand isn’t just about looks; it’s about finding your voice. Showcasing values, engaging with clients, and owning your social media are part of building your brand. Skip these, and your message falls flat.
First, gather your thoughts: your mission, values, and how you want to be seen. That’s your foundation to build the rest of your brand on.
Brand Values
Just as individuals adhere to guiding principles, brands need them too. These values serve to attract your audience and define your identity. They should align with a company’s mission or focus on solving a specific problem. Reflect on your company’s position towards customer experiences, sustainability, equity, and diversity, to name a few.
Once values are established, companies should maintain transparency to build trust and credibility with their community. Sharing behind-the-scenes details, supporting staff, and contributing to the community are actions that can build confidence and engagement with your audience.
Businesses often use their community influence to support causes aligned with their values. While seeking recognition shouldn’t be the main goal, sharing philanthropic efforts can be beneficial. It showcases compassion and inspires others to get involved.
Customer/Staff Interactions
Consistent communication is key. Train your team to handle clients well and ensure inclusive language. This covers everything from onboarding a new client or hire to addressing a dissatisfied customer. The last thing you want is a rogue employee speaking on behalf of the brand and eroding your messaging and trust.
Social Media Presence
People gather in different places, and social media networks have made it easier than ever to connect and build a community. Consider your business and services when choosing which platforms are right for you. Then develop a unique voice that will effectively communicate your brand’s intentions.
Don’t forget to share your purpose, volunteer work, or industry knowledge by posting regularly. Feel free to be creative and try nontraditional methods of storytelling. Finally, make an effort to (wisely) tie in to trending events for extra engagement.
Conclusion
By aligning your company’s visual identity with its principles, you can cultivate brand loyalty and recognition, further solidifying your business’s position in the industry. Establish your values, have a clear and consistent method of communication, and develop a unique voice supported by a strong social media presence. By focusing on these methods of communication, you can establish a brand that resonates with your audience, creating lasting connections.