Brand identity, or your brand story, is the essence of your business. It’s more than just filler content or a narrative. It’s vital because it’s what essentially brings your brand to life.
Every element in your business — from the colours you choose, to the service you provide and the staff that you hire — is all part of your brand identity. To be successful, every element of your business should reflect the truth about your brand back to the audience. Loyalty is key. And people are loyal to those that they like.
Focus less on writing a bestseller, and more on creating a connection with your customers. First, think about what it is that makes your business better than your competitors. What problems are you solving for your clients? The more creatively you narrate the fairytale and the more your readers can relate to you, the farther ahead of the pack you will end up.
Build a Bigger Picture
The most memorable brand identity stories tell the unexpected, are from the heart, raw, exciting, and push the boundaries.
Spin your stories of struggle into tails of success and empowerment. You need to remember, there are hundreds of companies that are just as skilled as you are. Your brand identity story helps to create a relationship with customers that makes them feel more comfortable dealing with you.
Just like in life; everyone has their own unique story. The problem is that we just don’t know how to show it sometimes. A brand identity story should build the complete picture of your brand and what it stands for! It should challenge people to be inspired, push for change and build trust. Live life on the edge we say!
The best brand stories are irresistible, compelling, and tempting. not only something that your target audience is going to read, but something that they are going to remember. Telling this kind of story will position your company as a leader in the marketplace. They should be focused, consistent and aligned across all platforms.
Add Personality to Your Brand Identity
have you ever read a company’s bio or blog and thought it was the most boring 10 minutes you’ve ever wasted? If you don’t want your audience to think this about you, you need to have a big personality and a voice that matches.
Hone in on what puts the fire in your belly every day. And then aim to communicate that to your audience. Your personality should reflect your personal integrity, values, beliefs and ethics. Keep it short and concise, get to the point early, and jam pack as much relevant information in as you can.
You should be aware of your brand attitude, intentions, tone and behaviour. It’s okay to raise energy levels. That my friends, will give you major magnetic appeal! Brands that are truly genuine, passionate and aren’t afraid to expose their reality and motivate their audiences are much more likely to succeed.
We are All Human, Remember That!
Bill gates, as successful as he is, had to find his way to success. He wasn’t born with all the answers. How he got to where he is (his story) is what people are genuinely interested in.
Not everything has to be as serious as you think. Yes, it is true that your company is very professional and hard-working. But there are certain platforms where you don’t want to come across as so seriously. Social media platforms are a prime example of this.The friendlier and more likeable you come across, the more likely your customers are to reach out to you and connect with you. Everyone loves the lighter side of life.
The trick is not to take yourself too seriously. Maintain your integrity and your class, but the more people can associate with you and your brand, the stronger the connection and the more they’ll trust what you have to offer.
Building on a brand strategy can help you discover how to stand out, increase brand awareness, and create customer loyalty. What is your purpose? What compels you to open the doors each day? When you know the answer to these, you will be able to build a successful brand strategy.
Still not convinced? Here are some fun facts to help you see the light.
- 80% increase of brand recognition when using a signature colour
- 67% more leads for businesses with a blog than those without one
- 23% revenue increase when using consistent branding across all platforms
- 78% of users trust brands who provide original content than those who don’t
- 6 – the average number of views it takes for a brand logo to become recognisable
Write for Your Audience, Not Yourself
One of the biggest mistakes businesses make is to produce content that doesn’t connect with the audience. You might think providing technical garb and product or service-focused content is what they want. But usually, it’s not.
When it comes to content, people don’t read web content in the same way as they do with printed copy. Typically, the average person scans text for useful information. By using fancy words, longer sentences and a formal tone, you make it more difficult for your audience to find what it is that they want.
You should also avoid writing in first and third person perspectives. First-person lacks professionalism while third-person is far too stuffy and formal. Second-person perspective is the way to go. You and we always work best.
The main point to take home here is that you need to find balance between writing for your audience and writing about your business. Ultimately, each piece of content you produce should further boost your brand identity and help build the story further.
Brand mission and values
you need to identify the attitudes and beliefs that shapes your brands culture. Shape the way you would like to be perceived by customers and clients. Craft your brand identity into this, and shape the perceptions that will reflect on your mission.
Don’t forget, there is something very attractive, admirable, and contagious about companies that are energised and reflect their personality. People are attracted to positive energy and stories that have a happy ending. It doesn’t have to be all sweetness and light. But try to leave your audience satisfied with what you tell them.
The final piece of wisdom we would like to give to you is this… The fairy tale is never over. Tell a story that is powerful, memorable, and lasting. One that aims to connect with the customer authentically. And above all, always remember why you started and where you are heading. And that’s about it.
Why not check out our recent post about writing better content. It all adds to your overall brand identity.