The New Year always sparks a renewed interest in making changes! For a business, this should include taking a close look at your brand – both from your perspective and from that of your market. Questions to consider: How do your customers perceive your brand? Is it aligned with how you see yourself? Do people hear and understand exactly what your brand is saying?
Yes, there’s always room for improvement. And, starting with these three strategies, you can help strengthen your brand in 2012.
Build a Consistent Brand
Consistency is the name of the game in brand identity. Do you think Coke and Apple became what they are by not showing the same face to everyone, everywhere? The more consistent your brand is across all customer touch points, the more likely it can create a powerful impression and be easily recognized by your market.
One of the most important (yet often overlooked) aspects of branding is that it MUST remain consistent through all communication channels. From business cards and collateral pieces to your online marketing tools, there should always be a clear, consistent look and feel to everything you present.
Innovate Your Brand and Image
Keeping your brand up-to-date doesn’t mean changing it to stay current with every trend or fad. But, being attuned to what is happening in your industry and what appeals to your target demographic should play an important part in the evolution of your brand!
With 2012 upon us, it might just be the right time to consider modernizing the visual image of your brand in terms of logo, tagline, typography, color palette, and design. Small changes, tweaks, and updates can re-energize an existing customer and catch the eye of a new one! This is one step in the right direction towards staying ahead of your competition and becoming a category leader.
Be Social, Diversify Your Online Presence
Online today means much more than having a website. If you are not on Facebook and Twitter or don’t have a content rich blog - in the eyes of some consumers, you might as well not exist. Your online presence “speaks” volumes to those who will buy from you. A successful social media engagement model is not about spitting out corporate messages, but instead includes developing a two-way dialog with your audience. Of course, you’ll want to make sure your “voice”, through status updates, tweets, and blog posts, is aligned with your brand. Aim to be human in the social space.
Getting the right help to strengthen your brand is also pivotal to your success. STARMEN Design Group (Los Angeles) is here to help with a diverse team of brand professionals who are experts at making your business look and sound its absolute best.