Developing a regular "voice" in your writing is a crucial step toward establishing a memorable online presence. This 5-minute practical activity will assist you in achieving your goal. Are you ready to boost your writing skills?
What is your definition of brand identity, why looking up on Google when we are here to tell you?
There are numerous ways to generate immediate answers, such as how people see you, how well they recognize you, or what distinguishes you from the competitors. While all of these elements are correct, the answer is far more complex.
The reality would be that it takes a bit of time and strategic planning to come up with the most accurate answer. There was a lot of research, a lot of contemplation, and a lot of dedication. Thankfully, there are guides available to help you get this correctly. And once you've done that, keep an eye on the beneficial influence it has on your firm.
The exercise identifies the values and behaviors that characterize you and your company. When creating content, these are the aspects that should form the foundation of your "voice."
Step 1: Write it
Write everything down. Take 5 minutes to write down the values or behaviors that are important to you and your company. Don't use any filters when writing; write whatever comes to mind.
Step 2: Cut it
Remove the uninteresting parts. When the timer goes off, cross out anything that seems dull or uninspired. Avoid the obvious: every company should be "professional" and "approachable."
Step 3: Catch it
Concentrate on the positive aspects of the situation. Leave yourself 4–5 of the most powerful, vivid items. Choose things that aren't universally true.
Step 4: Improve it
Improve your linguistic skills. Examine what you've got and make any necessary changes to add some style to the phrase. You might jot down "pie chart prince" if you're a statistics nerd. Be inventive!
Brand identity is more than a fluffy, ethereal item on your to-do list in your first marketing meeting. It's not as simple as designing a logo and slapping it up in a few locations and calling it a day.
What is Brand Identity?
Before moving on we need to figure out what brand identity is. Brand identity is a tangible, physical collection of all the elements you develop to present your company's image to your target audience.
But don't mix up brand identity with other concepts that are frequently used interchangeably:
A brand is essentially how the rest of the world perceives your firm. The act of actively shaping your brand is known as branding. Every interaction someone has with any aspect of your company is defined by the brand experience.
Why is Branding Exercise Important?
Although branding appears to be straightforward and something you can do later when you have more time, I was hoping you could consider what you stand to gain by getting it right the first time and doing it now.
A true, defined, and buzzing branding machine will propel your company to the next level. It has far-reaching consequences that go beyond commerce. A strong brand will change how you, your staff, your clients, and your investors see your business.
Your Brand Represents You
Current customers place a higher value on companies that have a clear story. Employees who work for companies with clear stories understand what they do and why they do it. Companies that tell clear tales can touch people's emotions, which is crucial for increasing sales. People want to work for organizations that achieve great things, which can only be understood clearly and simply if they are communicated clearly and accurately.
The list you create due to the preceding exercise will put you on the fast track to being remembered. Use the attitudes and ethics while writing material for your website or any other communications with real or potential consumers.
Everything you make must be for the benefit of your ideal consumer. But it's also critical that your writing has a consistent and identifiable 'voice.' When consumers search for your business online, it's your written voice that makes you memorable. Your clients are more likely to choose you over your competition if you are remembered.
When clients work with you, a quality reputation will always inform them what they can expect and hold you accountable for. That vow also has the added benefit of keeping you honest with yourself.
Brand Identity Clarifies Focus
The second argument why the significance of branding cannot be overstated has already been mentioned. When you tell someone who you are, you're simultaneously telling them who you're not. That is often much more significant when it comes to positioning your firm to win.
Is it consistent with who you are and what you tell your consumers to anticipate from you? Anything that doesn't match that to a T can be safely ignored and discarded. It makes no difference how good it sounds. If you can't keep on track, it's not so fantastic.
When you have a memorable personality, people start to remember you and recognize you right away. It's that everybody understands that ASPCA advertising will almost certainly make them cry; Snickers commercials are hilarious, and most people can connect to obtaining Amazon shipments on a daily basis.
Avoid the Mundane Transactions
There is a "feeling" that comes over you when you interact with a well-branded organization. Everything falls into place. Everything from the packaging to the checkout procedure to the in-store signage or web presence will be scrutinized for consumer products.
For B2B customers, it'll be the sales cycle, the assurance that what you're buying is exactly what you'll get, that this is a company that has your back, is working with you to achieve mutual success, and would not let you down. Something less, any interaction based on swiping a card or signing a contract and then never hearing from that firm again except to receive the service or goods… you could very well be a vending machine.
Brand strategy is built on emotions.
It makes no difference to me what you sell or to whom you sell it. If you want to sell it, you have to discover the emotion in it. It could be the most complex financial derivative to hit the market in two decades, whose value can only be appreciated after a week of mind-numbing math.
They must be able to feel it if you want to sell it.
We are emotional, instinctual animals, according to modern behavioral science. We'd all like to be logical. We make a list of advantages and disadvantages. We ask for referrals or speak with coworkers who may have used a service previously, but your decision will be based on how you feel at the end of the day. An emotion you're experiencing as a result of your decision.
Advertising and Marketing
Let's move on to how a strong brand can make your advertising more efficient because we've previously discussed it.
It's only natural that your advertising and promotion efforts would tighten up substantially after you know what kind of company you are or are not going to be, have that story in place, and have targeted what emotions your customers should feel when working with you.
A communications audit is one of the initial steps in our branding approach. It's often unpleasant (though neither the client nor we are surprised) because we commonly find that the customer's previous effort was disorganized at best and self-destructive at the worst.
Engage your employees
Stop losing talented employees while we're on the subject of bleeding!
Please don't misunderstand me. I'm not going to sit here and tell you that having a good brand will solve all your employees' problems. It isn't a cure-all. Real-world issues such as pay and benefits, work-life balance, career growth prospects, and everything else that go into attracting and retaining people still exist.
Our secret sauce at Imagination is that we approach every project with a single purpose in mind: to center everything on the consumer. The Customer Experience Ecosystem is what we call it. When you have a well-defined brand and a well-defined official communications strategy, everything else falls into place.
Questions you Need to Ask Before Advertising Your Business
Make sure you know the responses to these three questions before you start creating or defining your brand:
What is the mission of our company? What are our plans for the next 5, 10, or 30 years?
A company's vision might sometimes feel like a finish line that is perpetual "just over that next hill." Neither in life nor business! Nonetheless, we all want to know where we're headed and what we're aiming for. That is what vision is. That's the elusive target you'll want your entire team to aim for and that you'll need in place before you can brand your company.
What do we stand for?
There's a reason why "vision, mission, and values" are frequently linked in this way: one leads to the other. When you're thinking about and articulating your vision, you'll undoubtedly start to come up with reasons why it's important. What values will you need to live by to attain it? What kind of environment and culture do you want your employees to work in?
As we'll see in a moment, this "why" will become crucial for your brand!
What do the customers want?
If you want to create a captivating story, you must first understand why you are now winning. Talk to your consumers about what they like about you and why they do business with you. If possible, meet with recent consumers who have recently made a purchase choice. However, don't dismiss your instincts or the opinions of your internal staff. Combine them in a blender. Let each party know what the other is up to. Market research is important and can provide a wealth of information, but it is not without its drawbacks, as this video explains.
Using your brand values in your writing
If you want to write an engaging story, you must first determine why you are now winning.
Find out what your customers enjoy about you and why they do business with you by talking to them. Meet with recent customers who have quickly made a purchasing decision if possible. Don't ignore your gut instincts or the advice of your internal team, though. In a blender, combine all of the ingredients. Make sure both parties are aware of each other's activities. Market research is crucial and can provide a plethora of information, but it is not without its pitfalls, as this video demonstrates.
Putting your brand everywhere
Consider pages other than the home page of your website. Your brand's principles should be reflected in everything you do. Add some individuality and your brand voice to these spots, for example:
- about this page
- 404 error page
- policy on privacy
- conditions and terms
Your brand voice can help you in more ways than just your website. Why not show some love to these other regions as well?
- cards for business
- Out-of-office messages and email signatures
- Receipts & Receipt Slips
- quotations and proposals
If your reader expects something dull and monotonous but instead receives material that is perfectly tailored to your business, they will be pleasantly surprised.
Another website suggestion is to consider a microcopy, which is the small pieces of content that appear on buttons and in status updates. Make the most of every chance to stand out. Because you can't read the label on the jar you're in, you might need outside assistance to figure out what your genuine values are. Here are a few places to look for ideas:
Examine your previous work: are there any articles from the past that you like and believe represent you well? Reread them with a fresh pair of eyes. What values do you see reflected in writing? There's gold lurking in your inbox and sent items folders. Please pay attention to what people say about you and your company, and solicit their feedback.
Reason Your Brand Isn't Flourishing.
We've spent plenty of time discussing why branding is essential and what brand strategy is, but we can't stop there because there's one very significant reason why branding isn't.
The actions that back up a promise are only as good as the words that support it. All the gorgeous phrases and photos in the world won't matter if you don't operationalize how you'll live your brand and make it genuine.
Remember how we talked about how vital it is to be authentic way back when? That's it. Something is where you make certain that this occurs. Only include in your brand definition the things you know you'll accomplish with every client at all touchpoints across the company.
Branding Your Business is the Second-most Important Thing
It isn't rocket science to define a brand, but it does necessitate human intuition and strong narrative abilities. And, if you're going to do it well, you'll want to make sure you're taking into account all aspects of your business along the process. If anyone component of your business from leadership and vision-setting to internal communications and human resource management to marketing, sales, and digital touchpoints is overlooked, your brand and customer satisfaction will suffer.
Tips for Start-Ups
To begin, remember (and repeat with the group) the basic guidelines of brainstorming: there are no bad ideas, and you should add to the ideas of others. To create a sense of urgency, set a timer for 10 minutes.
Start jotting down adjectives, words (simple, exclusive), or brief statements (gender-neutral, on your terms) that might be used to characterize your brand on sticky notes. People should say out loud each thought as they write it down and set the sticky on the table so that others can hear it. Participants can then build on each other's ideas.
Try to include controversial or even ridiculous ideas to get the conversation started. Complex, hard, expensive, aggressive, forceful, for dummies, rough is a few of my favorites. They frequently prompt individuals to jot down the opposing viewpoint – or something in between – resulting in lively debates later on. Keep folks productive and on the topic during the brainstorm – no conversation about what works or doesn't should happen just yet.
The popcorn may cease popping after about 10 minutes, and ideas may begin to slow down. If that doesn't work, do another 10-minute round. Stop after 2 minutes if you haven't come up with any new ideas.
More than these beliefs and behaviors essentially are at play when it generally comes to branding in a particularly big way. There are logos, colors, fonts, web designs, and a slew of, for all intents and purposes, other things to kind of think about, kind of contrary to popular belief. While the visual aspect of a brand essentially is vital, having a pretty clear and consistent voice in general, your written content is essential, showing how kind of more than these beliefs and behaviors specifically are at basically playing when it comes to branding in a major way.