Why You Need a Clear Brand Identity

cohesive brand indentity

Written by Saleema Lookman

Powerful Brands are an Entire Experience

Mixed signals can not only ruin a relationship; they can also hurt your business. You need a clear brand image, no matter how small or large your company. Why? Without a defined brand, confused consumers won’t feel confident purchasing from you. 

A solid brand identity builds trust with your audience. It allows them to know who you are and what to expect. 

What’s in a Brand?

 Your brand is not just the product or service you offer; it’s the entire experience your business provides a customer. A brand is the voice, image, and values used to represent a company. This includes everything from the words on a homepage to a logo’s colors. Many key elements are necessary when creating a uniform brand. 

So, how can you build a clear brand identity?

Write a Mission Statement

 To build a consistent brand, it’s important first to define what your brand represents. A simple way to do this: write a mission statement. A mission statement is a powerful phrase that explains the “why” behind your brand. A well-known example belongs to LinkedIn. Their mission statement reads: “To connect the world’s professionals to make them more productive and successful.” The purpose of the brand is clear through this phrase. 

Ready to write your own mission statement? First, answer these three questions:   

  1. Who do you serve? 
  2. What does your business provide?     
  3. Why is it important? 

 Use strong, direct words, then combine all parts into one unique statement. This phrase should let customers know why they should choose you. If you’re having trouble writing a mission statement yourself, a copywriter can help.

Know Your Target Audience 

 Who do you want to reach? Be sure to establish who your target audience is. Stop wasting your efforts advertising to the masses. Aim to speak directly to a single group. Find out where they spend time. People buy with their emotions, so it’s important to know what they value. 

Some key points to consider when deciding your target demographic include:

  • Age: How old are those purchasing your product or services?
  • Location: Where do most of your clientele live? 
  • Gender: How do your customers identify?     
  • Income: What is the average income of your clients?  
  • Interests: What other hobbies do your audience have in common? 

 To discover which demographic your customers fall into, ask them. Poll those who have already purchased from you. You can also look at your competition. If you both offer similar products/services, your target group likely is the same. 

Visual Identity

People, by nature, are aesthetically driven. We’re highly inspired by what we see; therefore, your brand’s visual style is important. Use a unified image to make your brand more recognizable, because who doesn’t want to be known at a single glance? 

Your visual identity is formed through: 

  • Logo: Your logo is a graphic or photo signifying your brand. The image should always stay the same or have only a few variations. 
  • Color palette: Choose a few colors or shades to use across all platforms.  
  • Font: Make sure to use the same fonts everywhere you include text.    
  • Images: This includes graphics or photos. They should be the same or similar in style. 

A classic example of a company that has used color to enhance its brand is Tiffany & Co. At just a mention of the name, your brain likely reached for the “Tiffany blue” color. They have even trademarked this shade. Other examples include the easily identifiable Apple Inc. logo design or Southwest Airlines’ blue, red, yellow, and silver color scheme. 

The Power of Words 

The language you use to represent your brand should portray its personality. We talked about the importance of having a killer mission statement, but so many other words contribute to your brand. There’s the content on your webpage, social media captions, product descriptions, even your slogan. Use a brand voice to stay consistent with your writing. You can establish this voice by paying attention to the following factors:  

  • Tone: Tone describes the attitude of your writing. Is your content casual or formal? Funny or serious?  
  • Style: What is the flow of your writing? Decide if your brand’s writing is short and concise or long and detailed.    
  • Word choice: Your brand may have a signature phrase or use specific lingo (like Dollar Shave Club substituting the word “shave” for “save” in advertising). Nothing is off-limits, but there are some phrases that you may want to avoid

 Your target group decides all three of these qualities. For example, you’re not likely to use a crass voice if your audience is a group of doctors. Try to mirror your customer’s language

Now that you’ve created your brand voice, you must use it any time you write. This can be a challenge if you are not an experienced writer. A fail-safe way to stay consistent: use the copywriting services of a professional firm. An experienced copywriter can create a unique voice for your brand. Already have an established brand voice? Skilled copywriters are trained to mimic your business’s tone, style, and phrases

“New Brand, Who Dis”? 

 It’s possible to recreate your brand identity even after you’ve established your business. Although many people dislike change, they all value authenticity. Consumers are far more likely (94% of buyers stated so, in a recent study) to be loyal to a business that offers transparency. If you decide to rebrand, announce it. Let your customers know that your tagline, logo, or whatever you’re modifying will be different. If you allow your clientele to prepare for the change, they will be more likely to accept it.

Consistency is Key

 Whichever elements you choose to define your brand, be consistent. Our full-service copywriting agency is prepared to create cohesive content as unique as your business. Amplify your brand voice with the help of Amplihigher copywriting services. Let us know how we can aid in achieving your authentic voice. Contact Amplihigher today.