So many entrepreneurs work tirelessly to create professional products and services. They hire the most talented professionals in the field, and they build a cohesive business model. And yet, they keep getting trumped by bigger corporations in the industry.
There’s no denying that consumers flock to businesses which offer high-quality services in a professional package. However, the brand is the key element that draws in potential customers. That’s what separates companies from one another in a particular industry. At the core of it, you and your rivals are probably offering very similar services. It’s your brand identity that defines you. You just need to ask yourself whether your current brand is exciting. If it isn’t then it might be time for a makeover. Individuality is the cornerstone of success for any brand, so let’s talk about ways in which to give your business a unique identity.
A sentimental statement.
In the modern age, consumers demand more of businesses. We all want to buy goods and services from companies that are people-centric. Obviously, every business wants to make a profit; that’s essential to its continuation. But there has to be more to a company than that. We want to see the people behind the brand. We want to see that a business really cares about issues that impact its customers. So, do some research in your community. Make a connection with existing and potential customers.
Figure out what matters to people in the local area.
You could start donating a portion of your profits to a particular charity, for example. That would demonstrate your brand’s human side to the market. You might even want to run your business in a sustainable way. Showing that you care about the planet will have a positive impact on your target market. Take a look at Ecosia; the idea of a search engine is nothing new, but every search on that site leads to a tree being planted. So, people are flocking to it because they know they’re making a difference.
Making a sentimental statement can go a long way to separate your brand from the brands of your competitors.
A creative image.
Of course, creativity has always been important when it comes to brand recognition. There’s a certain simplicity to the artistry of a well-designed logo. Apple, Google, McDonald’s, and Coca-Cola are just a few examples of internationally recognizable brands with incredibly simple logos. Creativity doesn’t always equate to complexity. Referring back to the previous point, it’s all about the identity of your brand. It’s about the statement you make. You might want to make your brand individual by creating your own corporate typeface to distinguish your business from competitors.
Of course, you should look into font organizing software to help you with that. It’s important to maintain brand consistency when it comes to your corporate typeface (and easily make any changes).
A dedicated team.
Behind every thriving business is a thriving team. That’s probably not exactly a new idea to you. But you might not fully appreciate the importance of your team to your brand. If you’re trying to create an individual identity for your business then you need to focus on your employees. After all, as mentioned in the very first point, it’s your message that really helps you connect to potential customers. But a sentimental statement is nothing without substance. You need to back up your brand image with results.
If you promise to provide a caring and helpful service (which you should) then your workers need to follow through on that promise. So, make sure you take care of your employees. Encourage them to work hard, but don’t push them too hard. Set small goals for your team to achieve. That way, you have a reason to reward them for their efforts.
This will give them motivation and the incentive to keep going.