Modern consumers want to see authenticity from the brands they love, so it’s vital for any burgeoning business to craft not only a memorable and recognizable brand image, but also an authentic one. If you own a business and want to develop a truly unique brand, you need to think carefully about what makes your brand unique and let those values and concepts shine through all your marketing efforts. In fact, 89% of marketers report that increasing brand awareness is their top goal. If you agree with them, you need to know how to create a unique brand identity.
Research Your Audience
Every brand needs a niche. Catering to the lowest common denominator or casting too wide a net will only make your brand dull and bland. When you try to hard to appeal to everyone, you ultimately wind up failing to appeal to anyone. Think carefully about the products and/or services you offer. Determine which consumers would get the most value out of what you offer and tailor your branding efforts to them.
For example, if your products cater to a younger, trendy consumer base, your branding needs to reflect this with fresh and vibrant imagery. If your products appeal to an older, professional crowd, your branding should convey class, quality, and reliability.
Hone Your Core Values and Company Culture
Why did you start your business in the first place? What need did you see that you decided to fulfill with your products and services? What do you believe on a personal level that you reflect through your business practices? Modern consumers want to do business with brands that resonate with them on a personal level. The top talent you need to keep your business running want to see the same kind of authenticity.
Think carefully about the core values you want your company to hold and stay true to them through all your branding efforts. When it comes to your employees, make sure they know you are authentic and serious about your values and the type of company culture you want to build.
Create Content That Resonates with Your Core Audience
You took time to research your target market and developed your internal brand identity to attract employees who identify with your values. The next step in creating a unique brand is to offer your audience content that resonates with their beliefs, goals, and values. Imagine two brands that offer similar products at comparable prices. One barely does any type of valuable content aside from the occasional blog post while the other invests in social media outreach, engages actively with customers on various platforms, and consistently delivers new and exciting content that resonates with their audience. Which company do you think will succeed?
Content is a major part of modern marketing, so think carefully about the kind of experiences you offer through your products and services and develop content that delivers those experiences. This draws your ideal customers toward your brand and keeps them engaged.
Developing a unique brand is certainly a challenge, but there is vast untapped potential in virtually every consumer market in the world. No matter what type of business you run, maintaining an authentic brand image and delivering memorable and valuable experiences to your audience are some of the best ways to develop a unique brand identity.
Additional Resources:
https://blog.hubspot.com/agency/develop-brand-identity
https://www.inc.com/molly-reynolds/5-steps-to-building-a-strong-brand-identity-when-the-game-is-constantly-changing.html
https://www.business2community.com/branding/15-ways-define-makes-brand-unique-02028672
