The biggest companies on the planet all have one thing in common. They have a unique and defined brand. Think of Red Bull and their associated identity of extreme sports and adventure. It makes you think of the company as adventurous and boundary-pushing. Everything from their colour scheme to their web copy to their images promote this single brand vision. It creates an overall aesthetic, and carves out their unique place in the market.
Now, look at your own company or business. What would a customer think or feel when interacting with it? What does your branding say about you? Don’t worry if you don’t have an answer yet. It’s very difficult to build a unique brand identity, and many companies never master it. But, if you want to graduate to the big leagues, you need one. We’ve pulled together a few top tips to help create that unique identity you’ve been looking for.
What makes you different from others?
First of all, ask yourself where you sit in your industry. What is your one defining thing? Your unique selling point? Discover what sets you apart from everyone else around. This is more than just good branding; this is good business. You need to offer customers and clients something entirely unique to thrive. So, what is it? It requires plenty of research into the existing market and your competitors. But, once you’ve found that one unique aspect, you’ve found your gold mine. Highlight it, draw attention to it, and make your branding all about it.
What’s your vision and mission statement?
The best company branding is an extension of their ethos and mission statement. Good branding grows naturally out of the core of the business. So, get deep into the heart of your company, and find that unique mission statement. Why do you exist? Good branding provokes an emotional response. It connects with people and helps grow a community. That all comes from people sharing your core values and identity. Get creative with your branding, by going deeper. Stop looking outwards for a brand identity, and start looking inwards.
Personality and tone of voice
Once you’ve found these core elements we explained above, it’s time to translate them into a visible brand. That means creating a personality and tone of voice for all your assets. Your website, commercials, products, social media, emails, and descriptions all need a personality. Think about Nike’s ‘nothing is impossible’ approach to branding. Their tone of voice is motivational and inspiration. If you need help crafting a unique tone of voice, a brand agency will be very useful here.
What is your target audience?
Finally, you need to define who you are talking to. Branding works because it connects with people. That means finding the right audience! Let’s take Red Bull as an example again. They know their target audience have adrenaline junkie, explorer personalities. So, they use the right language, colours, and images that connect with them. Who are your target audience, and what branding will resonate?
Follow these steps, and you’ll be on the right path to a unique, defined brand.