Even though branding doesn’t look like a marketing tactic at all, in fact, it’s one of the most effective marketing strategies there is.
The main reason why so many businesses are trying to develop a brand is that it allows them to connect with their audience on a whole new level and help them outrun their competition on the market as well. However, not every branding attempt is successful.
Many businesses fail to recognize the essence of branding, believing a logo will be enough to make a brand. In reality, a brand is a promise to customers and an image they can relate to on a more personal level.
That’s why it’s important to build your brand’s image, as well as your brand’s identity so that your audience can truly engage with your brand and become loyal customers.
Here are a few ways to build customer loyalty through your brand image and brand identity.
Brand image and identity, what’s the difference?
A brand identity is designed and developed from the core of your business. It’s a company’s story, its promise to the customers and its core values.
It’s also the visual identity that helps customers recognize your brand and connect with it. Simply put, it’s how you present your brand to your target audience on the market.
On the other hand, a brand image is how the market and the customers perceive your brand. In other words, it’s how your brand is described and perceived by those who are familiar with your brand.
This is important to know because when your customers see your brand the way you want them to see it, you have successfully branded your business.
Know your audience well
The key to building a brand is knowing everything there is to know about your audience. That includes their preferences, demographics, needs, demands, expectations and purchasing behavior among other things.
The more you know about your target audience, the more effective your branding strategy will be. That way, you’ll be able to build an identity for your brand that your customers will not only like but will also want to be its ambassadors.
After all, the purpose of the brand is to inspire engagement, emotions, and loyalty in your customers by appealing to their preferences, as well as their senses.
When you have an in-depth understanding of your audience, it becomes much easier to tailor the right messages, design content and provide services, as well as support to your customers that will make them both engaged and loyal.
Promote your uniqueness
When it comes to inspiring loyalty in your customers by using your brand image, the key element is to show them what differentiates you from others on the market.
Make sure that you run a competitive analysis to determine what your competitors are lacking when providing service and support to their customers. This will help you identify your unique selling proposition.
A unique selling proposition is practically anything ranging from product quality to customer support that will better rank you on the market and encourage your customers to buy from you.
Not only that, but also inspire their engagement and loyalty for repeat business. Finding a unique selling proposition isn’t easy, and positioning your brand to showcase this feature can also be tough.
The main thing you should take into consideration is that you’re supposed to introduce your uniqueness as a value to your customers, not as a competitive advantage.
If you have difficulties managing it on your own, you can always consult with branding experts that can help you position your brand for the best results possible.
Remain consistent with your visual identity
As mentioned before, designing a visual identity is an essential aspect of your brand identity and image. When designing a logo, color scheme for your brand’s layout, or tone of voice you’ll use to communicate with your customers, you have to have your audience’s preferences in mind.
Designing a compelling visual identity for your brand will have a huge impact on your customers. In other words, it has to affect them emotionally in order to become more engaged and eventually loyal.
For example, colors used to design your brand identity can influence customer behavior.
Once you’ve decided on the visual identity and you’ve determined that your audience is enjoying it, you’ll have to stick to it.
A visual identity is an important part of your brand image and it will help your customers recognize it easily. If you decide to suddenly change your visual identity, it might leave the wrong impression on your customers.
That’s why it’s important to remain consistent and keep delivering value to customers from a brand they’re quite familiar with.
Branding a business isn’t as simple as it may seem. It takes a lot of effort to develop a brand that your customers will relate to. If you create a brand identity that will showcase the best values your company has to offer, your brand image will be well perceived by your audience. That way, you’ll enjoy an engaged and loyal customer base that will follow your brand everywhere.
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