4 Ways to Boost Your Brand's Identity
Competition has never been more fierce. Companies have to go above and beyond to stand out from their competition. Gone are the days when merely creating a flashy logo, a memorable catchphrase, and a flash website guaranteed success. Companies now need to create a truly unique brand identity by combining high-quality visual content and customer-centered communication strategies. I have scoured the internet looking for unique branding strategies, both visual and strategic. I have combined the best with practices that I do in my day-to-day operations at Youth Development Inc to being you 4 sure-fire ways to capture the attention of your audience and change your brand identity for the better.
Believe it or not, not all companies are using social media to its fullest potential. While over 90% of companies have at least 1 social media account (Facebook, Instagram, Twitter, etc.) there are a few things you may be overlooking.
1. Hashtags - What is a hashtag? In short, A hashtag is a label for content. It helps others who are interested in a certain topic, quickly find content on that same topic by using the # symbol before the word (i.e., #Photography or #Albuquerque). Many organizations fail to use hashtags appropriately. While many organizations default to the standard practice of hashtagging topics somewhat relevant.
You have to keep in mind that successful social media marketing is engaging with your audience (hence the term social). One way to do this with hashtags is to create your own hashtags as part of a specific campaign, inviting your audience to share their experiences with your product or service. A great example of this is Coke's Share a Coke (#Shareacoke) campaign (I will use Instagram as an example). You must remember that is human nature to want to voice their opinion and experiences and be recognized for their efforts, especially on social media. If you can give consumers a reason to do so (exposure, monetary, etc) in a way that is specific to your brand, in this case, an official hashtag, you have all of a sudden grouped a large amount of content (#shareacoke currently has 658,000 posts) related to your brand in one place. Another benefit? You now have the ability and opportunity to interact directly with your consumer on a one-on-one basis. If you would like to read more about how the Share a Coke campaign was and is so successful click here.
Optimize for Mobile!
As business professionals, we prioritize our computers for our work. It is easy to lose sight of how consumers execute their digital presence and buying habits. Did you know that mobile internet traffic has increased by 504% since 2011? Yes, 504%. Also, more than half of website traffic is done on a mobile device. In fact, 90% of the people visiting my own organization's website did so on a mobile phone.
So what does this mean? Well, you want to consider prioritizing your digital platforms from mobile. The best place to start is your or your organization's website. Depending on your organization structure, work with your web team or your contracted firm to optimize the content for mobile. Remember that phone screens are small so content should be too large and overwhelming that someone needs scroll right and left to read any content (hopefully, your website will automatically reformat. If it doesn't, look into that).
Consider shortening written content that it can be easily read, make sure your various headings are sized correctly that they remained readable (sometimes half of one word can get bumped down to the line below), and make sure any email address, phone numbers, or address listed on pages are clickable direct the user to the phone functions associated with what is listen. For example, a clicked phone number will bring up the call function. Ditto from email and directions to physical locations if you have them. Many of these concepts can easily carry over to social media platforms and online business listings.
If you have a Wordpress website, consider looking into the Divi Builder. It almost completely eliminates the need for coding knowledge and makes website maintenance significantly easier and works seamlessly with Wordpress. It even has a mobile view so you can see how it looks on your phone.
What does this do for branding? Simply put this lets whoever visiting your website know you value their time and do not want to inconvenience them. By optimizing your digital platforms for mobile, you are telling your potentials customers you want them to feel like dealing with you is easy and convenient for them. Hopefully, you see that as a good thing!
Sell the Experience
People respond to emotion, not products. Advertising is now about the experiences you have with the product, rather than the product itself. Sometimes you find yourself watching an advertisement and do not realize what it's for until the very end of the commercial. Oftentimes the commercial(s) have absolutely nothing to with product at all. The goal is for the viewer to have a positive and memorable experience and become motivated to buy the product.
"Hey, that could be me!"
Not everyone can afford to make a small movie as a commercial but that doesn't mean you can't be effective. The easiest way to achieve this is to focus on people. Real people. People consumers can actually connect to. It is much easier for a potential customer to purchase a product or service if they can relate to the experiences of a current customer.
Access to design software has never need easier. You don't even need to know how to use the most advanced software (i.e., Adobe InDesign or Adobe Photoshop) to create professional-looking work. Services like Canva have streamlined the graphic-making process saving a significant amount of time.
While this might sound like a good thing, and for the most part it is, these pre-made templates do nothing to help you or your business stand out from everyone else.
Ideally, take the time to develop custom typography. Unfortunately, you may have to develop some skills in Adobe Illustrator to help turn your on paper artwork into a digital file. If you're a business owner, you may want to consider hiring a graphic specialist. It's worth it, I assure you.
If you don't feel like you have that ability or desire. You might be able to free-transform a current font to make it a little more unique, although it will not be as effective as starting from scratch on your own.
Remember to think bold! You want to stand out, right?
I hope that helped! If you have any questions about anything mentioned please do not hesitate to reach out via my website contact or via Instagram (@_kerradams or @kerradams_art) or you can shoot me an email at email@example.com