Your brand identity is not just a logo. It’s a story, the message, colours, designs and content that help identify you to your audience.
When correctly created, your brand identity, is positioned to talk to your ideal clients, helping create conversions and measurable results for your business.
Providing expertise and solutions to problems of a specific audience is key to your success and is what positioning is all about.
The digital space is saturated with noise and content. In many cases, differentiation points, the things that make you unique and attractive to an audience wanting to find your expertise are buried. This makes it hard to differentiate your business and position it to attract the perfect clientele.
Investing in your brand identity can:
- Make your business stand out in a competitive marketplace
- Identify a niche that your business can dominate
- Create a compelling, consistent user experience
- Identify new business opportunities
- Reframe existing services to appeal to a specific audience
- Increase the value of the business
An effective brand identity has:
Brand value is something everyone wants to achieve. How often your brand has been chosen, how much extra people are ready to pay, story, message and expectations of your brand over the alternatives. A well-known brand name can generate more money than less known one.
There are some strategies to enhance a brand value:
- Build an emotional connection to your brand. The emotional reaction to a brand is a part of decision making in the buying process.
- Strengthen internal brand, make it work from the inside out. It’s essential to help employees understand brand values and to build a strong positive corporate culture
- Keep your brand consistent, align it. All brand touch points must be consistent across brand delivery and to connect to business goals and objectives
- Build strong marketing.
Having a strong differentiator makes your brand stand out. It helps you be more targeted in your marketing campaigns, pitching directly relevant audience.
Your brand positioning strategy uses the information discovered in your audit to refresh your brand. It ensures that it remains relevant to your existing audience and/or captures new audiences, to maximise revenue generation.
In most cases, focusing on engaging with and serving your core audience should be the most crucial aspect of your positioning strategy.
However, there are occasional examples when an audience’s buying patterns have shifted so significantly that it’s necessary for a business to consider targeting a new audience.
Whether your business needs to improve its relevance to your core audience, or you’re looking at targeting a new audience, or a combination of both, Liquid Digital have the expertise to both design and deliver your positioning strategy.
Advertising, website, social media are the main areas your customers contact with your brand online. But the truth is there are more touch points; basically, it’s everything which connects your brand, identity and product with customers.
For delivering a reliable and consistent brand experience, you need to make sure all you align your touch points with your business goals and objectives.
Key steps to align brand touch points include:
- Audit of all experiences and communication
- Define your touch points structure (people, interactive, etc.)
- Analyse (customer research, industry reports, self-assessments)
- Prioritise, optimise, manage and measure improvements
Brand commitment is a tool which measures relationships between customers and brand. It helps to estimate the possible brand potential and predict risks.
Here are some categories brand commitment refers to:
- Brand purchase and use with other brands
- Satisfaction with the brand usage
- Brand image
Brand commitment helps prevent users from leaving, optimise marketing costs, identify strength and weaknesses in the brand perception.
The Liquid Digital team can deliver powerful graphic design assets based on your specifications, or as part of a comprehensive brand identity development packages.
Sub-brand is a product or service that is affiliated with a small parent brand but has its brand name. Sub-brand supports and benefits from a parent brand. Each sub-brand has qualities which tie it to the leading brand and has its distinguishing attributes at the same time. This difference can be its target audience and as a result different strategy and marketing campaign.
Visually all sub-brands have to be connected to a parent brand as well as each other.
Branding and identity refresh start with research about your audience and market.
Liquid Digital use a range of digital techniques and our extensive experience re-branding businesses to discover valuable insights that help to build active brand identity refreshes.
A brand refresh is a right solution if your business has drifted away from its core audience or struggled to grow and attract new customers.
Alternatively, If you’re a new business offering an excellent service or product and innovative ideas, then investing in your brand early in your journey can help set you on a path to rapid growth. Either way, Liquid Digital can partner to explore your brand and audience and create and deliver a brand refresh or strategy from the ground-up, to attract them to your business.