Consistency in your brand representation across all platforms can increase revenue by up to 23% (Tailor Brands, 2021)
Brand clarity and consistency lead to conversion. Especially when living in the ‘information age’ where consumers are bombarded with information and options, your brand identity needs to be clear and stand out from the crowd.
But first, let’s understand what Brand Identity actually means.
What Is Brand Identity!
Your brand identity is the collection of elements your business uses to portray your overall image to your clients and potential customers.
This includes your brand voice, values, visual elements such as your logo, brand colours, website and other assets like your social media, signage, uniforms and promotional products.
In a saturated market, establishing a strong brand identity that differentiates your brand from your competition becomes imperative, as it gives your target audience a reason to choose your brand over your competition.
So, how can you differentiate your brand from others?
How To Differentiate Your Brand!
#1 Position your Brand clearly
The first step to making your brand stand out is to position it correctly and coherently depending on your vision and how you want to be perceived.
Brand Positioning is the place you want to own in your target audience’s mind. This means identifying and refining your distinctiveness via a brand positioning strategy.
A clear Brand Position enables you to effectively communicate and reach your target audience, which will make it easier for your consumers to
- Notice you and
- Buy from you.
You can position your brand based on your product/service’s price, quality, features, customer service, etc. The objective is to make it clear what your customer will get from your brand.
#2 Have a strong and meaningful visual identity – so your customers remember you
The visual identity of your brand goes beyond the brand colours and fonts. It includes the emotions your logo conveys, the tone of the images/videos you choose, the uniform your staff wears, and anything that enriches the overall look and feel of your brand.
However, a strong strategy and consistency are integral to building an effective visual identity. The elements of your brand’s visual identity should not be based on your personal preferences, but rather on how you want your clients to feel when they interact with your brand
Without a strategic and creative process before creating the visual identity, your brand will confuse your clients, and you will be lost in the crowd.
Every colour holds a meaning, a strong emotional association, which can influence the consumer perception. Therefore, once you establish your brand positioning, think about the personality that will best suit your branding. Based on this personality, decide the colour that accurately conveys those traits.
For example, if you want to present your business as confident, trustworthy, and professional, a deeper blue colour would go well for your brand whereas if you want to convey peace, growth, and good health, you should use some green in your branding.
With more than 35 years of expertise in the customised uniforms and promotional products industry, Red Roo understands the strong impact this visual identity can make on your brand differentiation process. We can help you establish a meaningful brand identity with our wide range of uniforms and promotional products which are based upon compliance, fit, style, breathability, comfort, and the list goes on.
#3 Differentiate and personalise your offering
How does a person choose between similar products or services when faced with a shelf full of options? Product differentiation.
The market is flooded with hundreds of new products and services every day, so differentiation is crucial.
It does not mean your product has to be entirely different from others on the market, but it should at least have one component that makes it easier for people to
- Notice it and
- Recall it.
So, to stand out, your product must have a unique selling proposition.
Personalising your products and service can help you differentiate your brand by creating additional value for the customers. Through personalisation, you can build a bond between your customer and your product (and in turn, with your brand), generating loyalty and increasing the likelihood that they purchase from you again. At Red Roo, we spend the time with our clients to understand their clients and help them select the most appropriate promotional products to suit the occasion. Contact our team to have a chat today.
#4 Have excellent customer service that reflects your brand’s values
A great customer experience will help you build loyalty and grow your business. 96% of consumers say customer service is essential in their choice of loyalty to a brand.
A poor customer experience, on the other hand, results in the opposite.
A customer’s experience also directly correlates with their willingness to pay more for products and services. So, observe the market, identify your ideal customer’s pain points and areas of improvement required in delivering exceptional customer service, and prioritise the elements that will truly make a difference for your client and set your brand apart from the rest.
#5 Focus on developing a consistent visual identity across all touchpoints
Your brand promises an experience, but your touchpoints are how people actually experience it. And all your touchpoints need to be consistent with your brand.
Having consistency across all touchpoints makes it clear they are coming from a single entity. This helps create a better customer experience and build customer loyalty.
When your brand identity is consistent across all touchpoints, your customers will better understand your brand and your values. A familiar logo or design pattern can also make them feel more comfortable and confident in their interactions.
The marketing of your business through promotional products, uniforms, vehicle and building signage is especially crucial in all industries however in particular, the tradie, construction, and mining industries.
Our complimentary Branding eGuide can help you make a stronger, more positive impression on your potential clients.
What you will find in this guide:
- Understanding Branding and its benefits
- Understanding your brand, logo and file types
- Benefits of Marketing
- How Promo Products and Uniforms can enrich your branding
…and much more!
To download, click here.
Written by our partners at OH! Marketing