Ngày đăng: 22/04/2019
Have you ever walked into a Abercrombie & Fitch store?
If so, you’ve probably noticed a few things: vibrant pop music, dim lighting, a strong fragrance of perfume and the smiling faces of American teenagers covering the walls.
They can be admired or hated, but most competitors have not been able to create a brand identity system as successfully as this clothing retailer has done. Abercrombie’s unique brand identity allowed them to sell high prices and acquire teenage apparel in the US in the late 90s and early 00s.
In other words, when the company completely loses contact with customers, leading to a sharp drop in sales index and to continue to maintain and develop, the company must once again reposition the brand in the heart of customers ( a warning story). After all, when you do business, you may not have a storefront, but at least you have a brand.
But is it strong enough?
One of the most useful brand definitions we know is from social entrepreneur Dan Pallotta.
“As a brand, it’s about taking care of your business at every level and every detail, from the big things like mission and vision, to the people, the customers, and every interaction that anyone will be with your business, no matter how small it is. Whether you know it or not, whether you have a standard logo or not, you own a brand. The question is whether it is the brand you really want. ”
Brand identity is clearly defined as a North Star: It guides you to make many important decisions that create a consistent business experience for your customers, employees and stakeholders.
1. POWERFUL BRAND HELPS TO REMEMBER
While many consumers spend time researching and comparing options, others choose what they can identify. For this reason, strong companies like Coca-Cola, Starbucks and KFC spend billions of dollars each year on advertising.
They are leveraging the concept of brand identity. Maybe when you don’t have the budget like Fortune 500 (Top 500 companies with the largest revenue in the US according to Fortune’s statistics), you can still use the same tactics in your online marketing. . A solid brand identity set includes standardized font, color and logo choices used to represent your business in all marketing materials
2. CONFIDENCE BUILDING BRAND RECOGNITION SYSTEM
A less obvious benefit of improving brand awareness. A cleverly designed website can help your company appear stronger and bigger than your competitors. Customers tend to place greater trust in well-built companies.
As a consumer behavior, consumers also accept to pay more for reputable products and services. Send them a link to a hilarious WordPress site, or a poorly designed ad offer, they may think: Are these people really reputable, quality?
Of course, there will always be independent-thinking consumers who don’t judge a book by its cover. However, these types of people are quite rare. A professional brand website will greatly boost the trust of customers.
3. POWERFUL BRAND REMOVE NOT POTENTIAL CUSTOMERS
Next, building a strong brand identity will filter your reach. The fact is you don’t want to reach everyone; You just want to reach the people best suited to your core values.
What is the reason? Those individuals will be your most potential customers. For example, you provide a premium service of whole bean coffee delivery (coffee subscription service – a premium service, on-site delivery and high cost). Your ideal customer is not Mike, who happily pays 79 cents a cup at 7 Eleven store every morning. Your ideal customer is Susan, who sees coffee as a luxury, and watches every drop of coffee, searching for affordable prices on Amazon since last Monday.
A well-designed brand identity will simultaneously attract Susan and not Mike, thus helping you easily close the sale and develop long-term customer relationships.
4. BRAND SUPPORT FOR LAUNCHING PRODUCTS
Regardless of your industry vertical, the opportunity to introduce new products and services to the market will always exist. Listening to customers, anticipating their desires, and creating innovative solutions is a good business. The question is always: Can we afford to introduce something new right now?
Branded businesses that are well-established, and with customer loyalty, have a great opportunity to launch new products. It is probably easier and less expensive to introduce new products to customers who trust you, than to persuade strangers to try something different. Consistent domestic marketing with a strong brand identity helps create a large following for you.
There are a number of things you can do to support your brand identity. If you’re not sure where to start, start with these quick tips:
– Visual inspection: Are you using the same logo version on all platforms? What about your fonts, color schemes, photos, and other design elements? Are they consistent and do they accurately represent the price you sell?
– Text analysis: Does your website content clearly state who your company is? Are your forms and letters clearly organized and consistent across all platforms? Are you providing documentation for each stage of the Buyer Journey.
– Create a plan: Is there something you can update yourself right now, to at least make it more cohesive? If bigger changes are needed, what is your budget?
– Put into practice: A brand is not just a look, it is a customer experience when interacting with any aspect of your company. Show your brand value as a team.
As discussed above, the question is not whether you have a brand or not – the question is whether it is the brand you really want. A strong brand identity can initially attract customers to you and make them come back more.Due to the increasing online competition, having a distinct identity and message has never been more important. . Companies that take the time to really understand what they stand for and communicate it in a way that interests them will always have a competitive advantage.
