By Jesse Ocean  |   28th December 17


Brand Identity of High Value Companies: What They’re Doing Right

The image that a company presents to the world is its brand identity. For your company to have high value it needs to have a perfect image in the eyes of your customers. Creating a good brand identity can be a difficult task for most entrepreneurs, however, there are few simple steps to help you out. 


1. Sell Your Brand, Not Your Product

Most of the time customers tend to buy a product not because of the qualities or features it has but simply because of the brand and image the company has developed for itself. The advantage of selling your brand rather than your product is that the brand covers all the products manufactured by the company. For instance, Samsung has created a brand for itself, by selling the brand Samsung, it covers all the various products that they produce without necessarily having to mention them. 


2. Identify Your Audience 

One of the most important things to do when creating a brand image is to identify your target audience. You need different marketing strategies for different target audiences, so by identifying your audience, you will be able to know what strategy will work for what group. A strategy that works for one group might not necessarily work for the other.


3. Your Brand Reflects What You Stand for and Who You Are as a Company

Your customers should be able to know what to expect from you even before buying your products. Branding will play a big role on how you market your products. First impressions are important so you need to be very precise in deciding what you want your customers to think about your brand. Your customers should be able to describe your brand using one name. Your brand can reflect quality, reliability, affordability and so on. 


4. Put Focus on Your Artwork

Human beings are visual creatures and so we will always go for what is appealing to the eyes. What your customers see is very vital. Whether you are talking about the colours used or the designs, it’s important that you choose something appealing and meaningful. It should be something that the customers can easily identify and relate to. 


5. Establish Your Brand Identity

Your brand identity will determine how customers perceive your brand. Simple things like web design, packaging, logo and social media graphics go a long way. Image is everything so create an image that is attractive and appealing to the eyes.

It takes time to build a brand identity so you need to implement some strategies to help you create your brand and make it strong. There are so many platforms that you could use, take advantage of these platforms to communicate directly to your target audience. 


6. Rebrand When Necessary

Once you realise that you have made a branding mistake or that you need to change something in your branding, don’t be afraid to rebrand. Rebranding can help you create a new image or build a better reputation with your potential clients. However, you need to be careful not to chase away customers who might get the impression that the company is changing. 


7. Define Your Goals as an Organisation

Every organisation has different goals and objectives. Identify the short-term and long-term goals of your business. Setting goals for your business is important as it helps you to determine your strategies for growth. This will help you know where your business is going and how to get there. When developing your objectives and goal, you should keep these in mind:

  • What are the specific needs of the market?
  • How does the company plan to address these needs?
  • Why do customers buy from you and not your competitors?
  • What are some of the principles that define your company’s style?


8. Determine the Market Position of Your Company

It’s important that you do some research about your brand and get a clear picture of how it is viewed in the market. Doing a SWOT analysis is the best way to get a clear picture of your brand’s position in the market. By identifying the strength of your brand, you are able to know your competitive advantage and how to use it to your benefit. Identifying your weakness is important as you will know what advantages your competitors have over you.

Always use your strength to cover your weakness, for example, if your weakness is price then focus on telling the customers about the quality of your product. You also need to look at the available opportunities for your business. Opportunities help you know whether there’s room for growth and expansion in your line of business. Every business will face some threats at some point, whether you are talking about competitors or substitute products, you need to be aware of difficulties that your business might face and be prepared to tackle them. 

When doing a SWOT analysis, it’s a good idea to involve everyone in your company so you can get a clear picture from all aspects of the company. 


9. Stand Out

After you have determined your target audience and business goals then you need to start building your persona. Your brand persona should be appealing to customers and most importantly help them differentiate your products from all the others. The persona will always define the company’s image so it should be simple and relevant. Put the focus on your message, that is what the target audience will take away after interacting with the company’s image. 

There is an endless sea of competitors out there and your brand identity is what will set you apart. Your brand image should show your customers what to expect from your company, who you are and what you stand for. Therefore, it’s important to create a brand identity that will truthfully describe who you are to your customers.

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