A business’s ability to set itself above the competition and stand out is perhaps the most important aspect of any successful brand. One thing to note about branding is that it’s not just about the logo or the individual products within a company. It’s the reputation that a company (or person) builds due to its role in influencing how people feel about what you are offering. It is the impression that will last with the customers long after interacting with your product or service.
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A suitable corporate identity results from inspiring confidence in clients and creating a sense of loyalty that will keep them interested in continuing to engage and even invite others to join. To effectively create an identity that will be hard to resist, a few factors will need to be evaluated. They include:
1.Who is Your Customer?
Understanding any target audience and what makes them tick is key to making a lasting impression. People are always looking to connect and belong somewhere. Therefore, building a community around your brand starts with knowing your customers’ ideas on belonging.
The values that drive people will play a vital role in how they respond to what is being created and whether they will get the message targeted at them. Therefore, every color, symbol, image and ritual being portrayed in an attempt to win over clients has to be well thought out.
And mind you, being on the offensive will not do any good to the corporate image. On the contrary, building trust for the brand based on what the clients stand for will go a long way in ensuring that visibility is achieved and maintained. Any company that wants to stand out to a target customer must first speak the same language as them.
2.Tell a Story
It’s wise to stay relevant by incorporating emerging industry trends. But even then, remembering to stay true to the core message that involves real people with real issues to be solved will far outweigh any ‘cool trends.’ Customers want to see authenticity. And so, what better way is there than a story that speaks to them?
If they can relate to the emotions and experiences put forward, a lasting impression has been created. Stories get people to take action as they become aware of what’s in it for them or their communities when they decide to buy. The secret here lies in drawing out desires and values that are common between the client and the company. Never forget to include a call to action as you conclude your inspiring story, as it’s not always obvious what the motive is.
3.Provide Quality and Stay Consistent
Of course, a great story means nothing if the product or service is not of excellent quality. Members of your created community want a guarantee that they are getting exactly what they have signed up for whenever they engage with the brand. It doesn’t matter how much time has passed since their last interaction. Consistency of quality has been the driving factor behind some of the world’s largest brands.
To keep things consistent and available throughout, involve your team in coming up with guidelines that will serve as a point of reference each time you deliver. That is because once you have made an impression on the customer, one of the challenges is sticking to a distinct style that will strike an instant chord with them each time they see it. It’s surprising how long a taste, visual image, tactic feel or sound can stick with someone.
When customers seek to solve a problem or meet a need in their day-to-day lives, you want the first name that pops to mind to be your brand. The main mission and vision for the brand have to be felt, and make it clear to the clients that the business is focused on values that are as dear to them as they are to the company. Additionally, having a peek at the competition is a must as it presents opportunities to learn from the best and worst practices.
What else do you think is vital for creating a perfect corporate image? Share your thoughts right here in the comments section!