The brand identity is everything that integrates the aspects on which a brand is basedwhether in visual terms or in terms of experience or principles and values. The main objective of brand identity is to create a differential factor, with which the user compares the brand with the competition, thanks to which it is positioned in the imaginary and with which it will remain in a situation of “top of mind”.
Brand identity allows customers to differentiate a brand from the competition and to know what to expect from it.
Brand identity is built from the messages the brand publishes on social networks and media, as well as through the company’s values, the way it communicates its concepts, and the emotions it seeks to evoke in its customers when it interacts with them.
Next, let’s take a look at some fundamental steps with which to build a strong brand identity that stands out and gets the right awareness from customers.
-Content: The content that is published is one of the best ways to show customers and users “how” the brand is. Content should communicate personality, values and also certain emotions to the end user.
-Context: Customers must have a context in which to place the brand. This is especially important when using automation tools, such as chatbots or autoresponders like email. In this sense, you should be as transparent as possible, as the user should know when they are communicating with a person and when they are communicating with an automated tool.
-Connect: People love stories, especially those that motivate or inspire them. A good way to reach customers is to establish an emotional connection with them, this can lay the foundation for a long-lasting and stable “customer-company” relationship. To do this, use a close, simple language and show customers the history of the brand, how it became what it is and all the hurdles it has overcome to get there.
-Personalization: It is important to use all the information collected through analytics tools to create personalized messages. This type of communication allows to improve the relationship between the company and the customers.
-Research: In order to get the information with which to personalize messages, you will need to conduct research sessions. It is important to analyze the audience to have a very clear idea of who they are and how they communicate, but it is also necessary to analyze the competition, to know what their values and messages are.
-Design: Although it may seem secondary, design is one of the pillars of brand identity. The design must be consistent, but it must also be attractive, eye-catching and above all, it must be a differential point that allows customers to identify the contents of the brand at a glance.