How to Make Your Brand Image Standout
Growing your brand image can be tricky if you don't know how to use the right tools. We'll give you some amazing ways to make your brand stand out.
Consistent brand image presentation leads to
23% increased revenue. With that much money on the line, no one can afford to ignore branding.
Some cling to a sentiment that phrases like "brand image," "brand identity," and "visual branding" are merely buzzwords. Or worse, someone trying to sell you useless services.
That's simply not true.
Today's world is extremely visual. Marketing wars are fought on social media now--no longer on billboards or newspaper ads.
Most of the social media giants are visual in nature: Instagram, Pinterest, Tumblr, Snapchat, etc. If ever there were a time that your visual presentation mattered, it is now.
To help get you up to speed, we've put together this list of brand image tips.
1. It's Okay to Rebrand
It's a hard pill to swallow, but you need to know that no one will think less of you for rebranding.
It doesn't matter how long you've been Company X, there's still room to grow and change. If Ford, one of the oldest brands in America,
was able to rebrand, then you can too.
Contrary to intuition, rebranding won't cause your followers to lose touch. Assuming, that is, that you communicate the change to them.
Rebranding is more than just changing your logo. It's an opportunity to recommit to those values upon which your brand was founded. It's also the perfect time to update your expectations and those of your audience.
2. Connect with Your Followers
It's not enough to simply have a Pinterest, Facebook, Instagram, whatever for your brand. It's also not enough to just post your pictures and product updates on those platforms.
Social media is an incredibly powerful tool for advertising, but that is
not its purpose. If you try to use it as such, it'll inevitably flop.
You have to act like an individual on those platforms. Comment on stuff relevant to your brand, get in conversations with your followers, share humorous content.
It's a lot of effort, that's true. It's an investment of time, rather than money, but it's a vital part of cultivating a brand image.
3. Separate Brand Image from Products
I mentioned this in the last tip, but I think it bears repeating: social media is not a platform to disseminate your new products and services.
If all you do is spam links to your store, you'll find yourself with little-to-no engagement. You need to follow the 80-20 rule: 80% fluff content and 20% promotional content.
Every successful brand does something similar: they share content from their audience, post entertaining pieces, or ask questions four out of five times. Only one in five posts is about their new product or some coupon.
Remember you're selling your brand as a way of life. That's what a brand image is all about.
4. Offer Value
Every now and then, throw a bone to your audience. Whether it be a coupon, an eBook, or an instructional guide, people love getting free stuff.
Since you're on social media trying to cultivate a powerful brand image, you need to include generosity as one of those traits your brand espouses.
In many cases, free information is good enough. Coupons are great too, especially since they mostly benefit you. Offering value while asking nothing in return is an excellent way to foster goodwill towards your brand.
Check out
some photography websites. They do a really good job of providing (free) entertainment in the form of pictures.
5. Create a Cohesive Theme
Take a look at
Starbucks' Instagram. What do you notice about it?
All of the images have a similar aesthetic. The Starbucks logo is very prominent. Each image evokes that comfy, coffeehouse feel.
When you see one of those pictures while scrolling through your feed, you know it's Starbucks--even without looking at who posted it. This is what you are aiming for in your own brand image. People should be able to tell the content is yours with just a glance.
Brands that market a single product tend to do this very well. Notice the color scheme and repeating themes/patterns on
these sites.
I won't lie to you--it's difficult to achieve a cohesive brand. It requires carefully curating all the content you produce.
In all likelihood, you'll need to assign this work to someone with graphic design skills. Your content needs to be produced by one person (or one team) for consistency's sake.
Furthermore, your products need to also be identifiable. Check out these Message Factory casual dresses. See how the styles of dress are all similar--obviously from the same designer?
That's what you're going for.
6. Curate Your Public Image Carefully
You can't let just anything pass through your virtual doors. Every piece of content--images, status updates, links--all need to be considered carefully.
What is your purpose in posting? To entertain, educate, sell?
What is your goal? To garner likes, follows, or shares? How many do you need to consider the content a success?
Remember that, while individual pieces seem insignificant, each adds to and evolves your brand image.
7. Be Totally Transparent
Did you know that
94% of consumers said they would be more loyal to a brand that commits to full transparency?
Well, duh.
I'm not saying you have to publish income reports (although some brands do that to great applause). But you do have to be honest. Own up to mistakes, explain the thought process behind decisions, and include your audience in those decisions.
In the past, companies could get away with sweeping things under the rug. That's not the case in this age of information. If you source clothes from a sweatshop, your customers will find out--and you'll lose them.
Don't hide anything or it will come back to bite you.
8. Consider a Brand Manager
Does all this sound a bit tough?
I don't blame you. Many people make a career out of it. Brand managers make a living by shaping the image for companies and websites.
There's a lot to be said for their service--you'll certainly get your cohesive theme. You can work with them to communicate your message and values.
Like any other specialist, their prices are not cheap. But if you want someone to develop a solid brand image, and you want it done right, go find a brand manager.
Any questions or comments about this post? Feel free to
contact us.
