Your brand identity is your brand’s personality, how you express it, and how your audience perceives it. How you market your brand is not the same as it once was. Your brand represents you both physically and online. Your personality should be consistent and reflected everywhere. Following are some important steps to strengthening your brand identity:
Evaluate
Think about what makes your customers return time and time again. Their loyalty is what keeps you in business. Think about what sets you apart from the competition and makes you unique and special. Your brand’s history is important because it is what got you where you are today, so don’t forget it and instead use it. Maybe focus on your best-selling burger that brought customers to your establishment in the first place — offer it at a discounted price once a week to reward existing customers and to draw in new ones.
Research
Do your research because every decision you make will impact your brand and how your customers perceive your business. It’s important to know what your customers are looking for so you can tailor your approach toward them. By understanding your audience and customers, you can keep current ones, attract new ones by providing a better product or service, and become someone’s trusted source for a product or service. It’s OK to keep an eye on the competition, but don’t do exactly what they are doing. Use your research to find new approaches and avoid easy mistakes.
Grow
Your brand identity provides opportunities to grow and evolve your business. It can be fun to update aspects of your brand. If you don’t feel confident in your own abilities, hiring a professional designer is also an option to revamp your design. Even with consistency and a clearly defined brand, flexibility and evolution are crucial. Make sure this change is reflected across your brand. You want to be unforgettable to your customers and stand out among the competition.