In today’s crowded marketplace, having a strong brand identity is essential to stand out amidst a sea of competing brands, advertisements, and marketing strategies all vying for consumer attention.
But how do you achieve this? It’s a lot of little things put together that influence how people perceive your brand—brand colors, visual design, copy, and messaging strategies all contribute to how consumers feel when they interact with your brand. This emotional connection, known in the industry as emotional branding, can make or break your business, so it’s crucial to get it right.
The Logo:
It’s true: often, logos are the first step in creating brand recognition, which is a consumer’s ability to identify your brand by different attributes, like logos or brand colors. When consumers can recognize your brand and remember it when they need it, you’ll build trust and loyalty in your target audience and increase your chances of success in your market.
For example, a recent logo refresh by Revel for Republic Aquatic Park transformed their old logo into a fresh, unique, and easily recognizable brand that clearly communicated its identity as a waterpark:
Old logo:
New logo:
However, brand recognition is rooted in creating an overall memorable brand experience for consumers; logos are just one piece of the puzzle and can’t sustain long-term brand success on their own. That’s where your brand personality comes into play.
Crafting a Brand Personality:
Brand personality has to do with the characteristics and traits consumers associate with your business. When a brand’s personality intentionally relates to its target audience, it creates a sense of connection and relatability for consumers and helps differentiate your business from competitors.
Consider car brand personalities, for instance. Honda and Toyota have completely different personalities than BMW and Mercedes-Benz. However, even within similar target markets, car brands differentiate themselves through the way they make consumers feel. For example, Ford might feel like a dependable, all-American brand whereas Toyota feels like a safe, family-friendly option. This helps illustrate how brand personalities influence which options consumers consider long before the actual product comes into play.
Your tone of voice and communication style are powerful tools in reinforcing your brand’s personality. A good way to assess how your brand is perceived is by asking yourself, “How do I want my consumers to feel?” and then, “Do my current brand strategies evoke these emotions?”
Creating a Consistent Customer Experience:
One way to build out your brand experience is to ensure every interaction a customer has with your business supports the brand personality you’ve decided on. Is your social media presence aligned with your website? Does the collateral you hand out to potential customers reflect the same brand personality? Consistency isn’t just about delivering the same information—it’s about ensuring that the language, tone, and overall feeling of each brand touchpoint are in harmony with your brand’s identity.
Brand touchpoints can also help foster community and build brand loyalty. Social media, in-person events, and brand collaborations are excellent ways to connect with your audience and strengthen these bonds.
Conclusion
A strong brand isn’t static—it evolves. Brands must continually strive to stay ahead of the curve, even when they’re experiencing success. Nothing is more damaging than becoming out-of-touch with your audience because you’ve delayed necessary updates. You can avoid this by being conscious about how outside factors are affecting your brand and intentionally implementing new experiences that resonate with consumers and keep your brand fresh and engaging.
Feeling stuck on how to build a memorable brand experience for your business? Revel is here to help—contact us today to learn more about how we can elevate your brand, create lasting connections with your audience, and set your business apart from the competition.