What is your company’s personality? what is your brand synonymous with? It is important to consider this because every company should be known for what it stands for e.g., the KFC brand is known for its fried chicken. The logo is universally known and associated with only one thing; fried chicken. Similarly, your business brand should be associated with exactly what you are known for.
Brand identity that resonates with your target market
Building an effective brand identity that resonates with your target market requires a thorough understanding of who your target audience is, what they want, and what they are interested in. This is why market research is important. Before you decide to invest all your savings in what seems like a fantastic business idea, do the market research to see whether there is an actual need for your product or service, and whether there are existing competitors. Once you have established that there is scope for your company to thrive, you can begin to think about the best way to introduce your company once it is established.
How do you decide what personality your company should have?
Your company’s personality should be relatable, for example, if you are a makeup brand then your brand personality should be relatable to people who wear makeup. Similarly, if your company sells workout gear and health foods then your company’s personality should appeal to people who are interested in healthy lifestyles. Once you have established your company’s personality it is very important that you maintain consistency. Remember, it is the consistency of brands like Nike and Coca-Cola that makes them household names.
How do you establish your company’s personality?
The visuals you present in advertising material, the actual content you include and the tone you choose to represent your company should be uniquely yours. Your company’s personality should be synonymous with your company values, for instance the Airbnb tagline – belong anywhere is synonymous with the concept of having a place to call home wherever you go. Similarly, your company’s personality should resonate with your target audience. Whenever they think of the product or service you provide, they should also think of your company.
Find more information and resources to help you build your brand identity here.