Welcome to the Brand Boost blog a place for solopreneurs, start-ups, small and medium sized business owners to boost their brand growth through strategic, actionable steps. Today we will be checking in on how well our brand identity is working for us.
Our brand identity is a powerful tool to help grow our business. It is the way we actively shape our business in the hearts and minds of our customers. Brand identity strengthens brand perception, and ensures our businesses stay competitive. It truly is a powerhouse.
So let’s jump into the question, is your brand identity working for you?
Are You Showing Up Consistently?
Your brand identity is not the beautiful aesthetic you paid big bucks for, but it is an important part. All of the images and icons you use to show up in your customer’s world make up your visual identity. Your VI is an important part of your Brand Identity.
The way you use your visual identity is what fosters customer recognition of your brand. Using your visuals consistently means applying your Logo, color palette, typography, and possibly a layout style in all forms of communication. From your social media posts to your website customers instantly know it is you. On your marketing materials and your packaging there is resemblance.
Brand Boost Challenge:
Perform a Consistency Audit. Look through each form of communication you use in your business. Are you using the same colors (hex code), graphics, images, typography, colors, illustrations, etc….?
Customers should be able to spot your brand in an instant based on the visuals you are using. If they can’t spot your social media post, it is not working. If they can’t connect your website to the marketing piece they read, you have lost a sale. But, if you can get this right, your impressions and interactions will begin to skyrocket.
Does Your Message Make Sense?
Messages that make sense are simple, clear, and compelling. They don’t use industry jargon or vague language. A simple message is easy to remember. Clear messages eliminate customer friction by using clear verbiage that customers can easily understand. And, a compelling message is one that states the benefits or intended outcome.
When your message lands in those three areas, builds trust. Customers feel a sense of authenticity and transparency. A simple, clear, and compelling message helps customers move through the buyer journey faster.
Brand Boost Audit:
Evaluate your message. To ensure simplicity make sure it communicates who you serve and what need or struggle they face. Clearly state the how your products or services are the answer tot heir need or struggle. Focus on the benefits of your products or services, and not just the technical aspects. Then, concisely, give them the happy ending. This is a statement of the transformation they can expect. Finally, make sure it is all true! This is a most important step. Don’t try to over deliver or communicate the “some day” I will be able to….Not being able to deliver on your promise (aka your message) is the best way to ruin your business.
Is It Written Down?
Brand guidelines are a written set of rules defining how to maintain consistency for your brand image. You need brand guidelines for growing your business. Brand guidelines help you stay consistent and improve your communication efforts.
Your brand guidelines should include
- Clear guidelines on how and how not to use your logo
- Define your primary, secondary, and tertiary colors, when to use them, and include specific color codes
- Name and guidelines for the fonts used throughout your brand communications
- Define your voice and tone
- Include your brand message and ethos
By creating a brand guidelines document you ensure that you maintain your brand identity even as you grow or expand into new places.
Brand Boost Challenge:
As solopreneurs and small business owners time is one of our greatest challenges. Taking time to develop our brand guidelines feels like time we don’t have. But, the truth is we are wasting time and energy if we aren’t showing up consistently. Our posts aren’t being recognized. Our message isn’t landing.
An investment in brand guidelines and our brand identity pays for itself. Studies suggest that an investment in professional branding pays for itself within 6 to 12 months. So, make the investment now and save the money, time and energy over the next year.
Your brand identity is a powerful business tool that when developed strategically and used consistently will grow your business. When you show up consistently, speaking your message simply, clearly, and compellingly your customers will notice. They will feel the confidence and assurance that they can trust you. That confidence will move them through the buyer journey with less effort. So, take time to ensure your brand actively building that trustworthy and authentic perception. Brand guidelines seem like a time waster, but they are not only a time saver, they are insurance for growth.
Jami Thornsberry Designs is all about helping you grow a thriving brand. We create strategic brand identity and website solutions to help you grow your business.
If you aren’t sure if your brand identity is working as hard as it can for you, try the Brand Boost Audit. The audit is a deep dive into your Brand identity. I assess your visual consistency, messaging, tone, website content, digital presence, position, and customer perception to find any alignment gaps.
I present the findings to you in both video and documented formate with actionable steps to aligning it all. Check it out HERE.
