Here at Sentinel Digital Agency, we believe in the importance of brand identity. As a marketing, social, and digital agency, we see the difference in growth between companies who establish a clear online presence and those who don’t. When establishing a brand identity for your product or service, you may have the distinct urge to run for the hills, but fret not! We’re about to break it down. We’ll be using our blogs to walk you through a step-by-step process for creating a brand that will not only attract new customers, but keep them as loyal followers. We’ll discuss why branding supports your website design, social media marketing, and web presence.
Identify Your Target Customers
At first, you may find it difficult to arrive on brand colors, logo and voice. Keep in mind that you don’t necessarily want to pick your personal favorite color or utilize a writing style on your social media accounts that would earn an A+ in your college Haiku class (unless they also attract your key audience, of course.) John Williams from Entrepreneur Magazine reminds us that, “Who you are should be based to some extent on who your target customers want and need you to be.” Resist the urge to focus narrowly on your own style and instead, look at the customers who will be utilizing your product and/or service.
Choose an Archetype
Once you’ve identified your target audience, the fun begins! We recommend choosing an archetype that your target audience identifies with. For example, is your company a Don Draper from Mad Men or a Rachel Zoe from The Zoe Project? Whoever it is, make sure that they speak to your key market and that you keep your copywriting consistent with their voice. Beyond the way in which your character speaks, what do they dress like? What’s their style? You’ll utilize their aesthetic and colors in your logo, website design, brochures, and any visuals that your customers ever see. Again, consistency is key.
Use a Consistent Brand Identity
By keeping concise, consistent branding, your customers will be able to communicate about your brand more effectively. “A brand is no longer what we tell the consumer it is — it is what consumers tell each other it is,” reminds entrepreneur, Scott Cook. Give them the tools to speak easily about your company in a manner that shines the proper spotlight on your creations.