Young and creative start-up team discussing ideas in board room. Group of multi ethnic people during business meeting.

As a business owner, are you looking to stand out and attract a loyal following? Whether you’re just starting out, or you’ve been around for decades, developing a strong brand identity should never be an afterthought.

The reality is this: your brand is more than your logo. Instead, it comes down to the entire package; which involves how your customers perceive who you are and what you value. In the end, this leads to customer retention and trust.

Sounds pretty simple, doesn’t it? Well, in a way it is.  At the same time, you need to give your brand identity some thought and pinpoint exactly how you can communicate your quality, service, reliability and trustworthiness, all at the same time.

Here’s how…

Perception is everything

Before you start brainstorming what your brand identity should entail, it’s important to look at how you want to be perceived by your audience, and what reputation you want to achieve. This involves taking a look at your logo, colour, typography, slogan, and voice.

Ask yourself this question: If the face of your business was stepping out onto a stage, how would you want to be perceived; what tone of voice would you use? What values would you talk about? What personality traits would you portray? And visually, how would you look? All of these factors will help you develop a solid brand identity.

Becoming emotionally charged

Emotions outweigh logic, and that is what drives buyers to take action and make a decision to purchase your product(s). Imagine a consumer falling in love with a product and when they go to tell a friend about it a few days later, they can’t remember the name of the company.

Clearly, nothing resonated with them. And this is why it’s important for your brand to emotionally connect with your audience. In the end, this emotional response will lead to a holistic measure of customer loyalty, retention, and a competitive edge that sets you apart from the rest.

So, how exactly do you tug at a consumer’s emotional state? By understanding their needs and aspirations and relating it back to everything you do, or claim to do, as a business.

Consistency is key

Once you define your brand, you’ll be able to create a foundation for all of your marketing efforts – and a great way to do this is by using direct mail. You’ll be able to promote your brand’s message, help customers remember you, and develop trust.

From postcards and flyers to coupons and beyond, a large portion of your success hangs on one crucial element: branding consistency.

Don’t send mixed signals! If your social media has a whimsical inspiration, yet your packaging and email marketing efforts are rather boring, you’re sending a confusing message about who you are, and what you stand for. The worst part of all of that is you’re confusing your consumers which leaves them feeling like your brand can’t be trusted.

Don’t run the risk of being ignored or not taken seriously. Raise your brand equity by having a strong marketing presence, and ensuring your audience understands what they can expect from your products and services.