When you look at your business’s logo, do you ask yourself, “Does this really represent the kind of company that I want to be?” It’s challenging to build a good brand identity if your business has no personality. It can be hard to find a suitable logo, slogan, or color palette when you don’t know who you are as a company.
You’ll need to take time and explore your options before settling on anything final that will represent your business for years to come. Once you’ve found what works best for you, it’s crucial to maintain this consistency and promote it in all of your marketing materials. Your customers won’t know who they’re buying from unless they can see the unique qualities of your brand!
You can’t tell your company’s story in less than 30 seconds
When you get asked, “What do you guys do?” and your response is more than 30 seconds, then you’ve probably failed at branding. Potential customers will not stick around to read through your website if it takes longer than a minute to figure out what your business does. Nobody wants to be bombarded with paragraphs of information when they’re just trying to decide if your business is a fit for their needs! Keep it short, sweet, and simple.
Your logo doesn’t convey the heart of your business
A logo should be the focal point of your brand identity. It’s what people will see first when coming across your business, and it will help tie everything else together from there. The tricky part is figuring out exactly what to put in your logo. A good rule of thumb for logos is that they should only include the most important elements to the heart and soul of your company.
If you’re a boutique catering to an affluent clientele, then it’s quite obvious that your logo should be classy and trendy. On the other hand, if you’re a tech startup looking to attract young millennials, maybe taking a more fun approach would be best. It all depends on what kind of message you want to portray about your business.
Your tone of voice is inconsistent
Every company has a different vibe that they like to promote on their social media pages. This often starts with the tone of voice you choose to use on those platforms. The best way to determine what tone will work for you is by trying out different voices on your website and marketing materials. Be consistent so that your customers will know that they’re purchasing from you, but don’t be afraid to have fun with it. As long as you can maintain a consistent voice across social media platforms, your tone won’t be misunderstood by potential customers or confused with another company.
You don’t have a consistent message across all channels
What you say to your customers will make or break your business. It’s a good idea to put intentional thought into your marketing materials so that you can craft the best message possible for potential customers. People will start to question whether they’re purchasing from the right company if all of your online platforms use different language styles and stories. When in doubt, just remember to keep it simple! You don’t need to include every detail about your business to impress upon people what your company is about. Just focus on the most important aspects of your company and leave out any unnecessary details.
You use inconsistent fonts on your website, social media profiles, and business cards
It’s essential to take the time to look over every aspect of your brand to ensure that it looks clean, professional, and intentional. Many companies will often overlook how fonts on their social media profiles reflect their overall brand identity. If you’re not careful, people will realize that you don’t really know what you’re doing; and from there, they’ll start to question the quality of your products and services. Be sure to put considerable thought into every aspect of your company because that’s what will set you apart from everyone else.
You don’t have a blog and use social media for marketing purposes
A blog is one of the best ways to build relationships with your customers, especially if your business is online. Taking the time to create content for a blog shows customers that you’re serious about being transparent with them and giving them helpful information. This will help people build trust in your brand!
Social media is important because it helps you reach out to potential customers through platforms they already use daily. You’re missing out on the opportunity to build relationships with your customers if you’re using social media for marketing purposes only.
You ignore customer feedback
If your customers aren’t happy with what they see from your brand, then it’s time for you to pay attention. You may not always agree with your customer’s suggestions, but it doesn’t hurt to consider their ideas. This way, you maintain a sense of openness and transparency with your customers. It also shows that you care about what the people buying from your company have to say.
Your brand identity plays an enormous role in how the public views your business. If you aren’t careful, it can reflect poorly on your company. If you’re not sure how to take steps toward improving your business’s brand identity, then it might be time for you to reach out for help. Professional artists or graphic designers can help you develop a brand identity that fits your business and helps you gain the trust of potential customers.
Building awareness is an important one of the most important branding goals a business can have. Once your target audience is aware of your brand, you can work to strengthen it. However, if you have no identity to speak of, you need to start there. Take these tips and apply them to your business to give your brand a true identity.
This article was first published in 2021 but has been updated and expanded