Brand identity, loyalty and recognition are all things that business owners value in pushing their name to the world. These results stem from powerful branding that can be easily translated to an audience and reflect something integral about the business. But what exactly makes a powerful brand and how can this be achieved?
While many businesses exist within various industries, having a unique selling proposition is just the first step to attracting customers from a pool of offers. Only you as the business owner understands the value your products can bring to the lives of consumers. Sending that message using design elements establishes your business as a memorable and impactful entity.
Over many years in the industry, we have watched businesses underestimate the psychology of human emotion and create a name that doesn’t live up to its potential. A strong brand must consider 3 fundamental factors that capture the essence of emotional connection.
1. Finding Your Brand Voice
When it comes to branding, less is often more. Establishing a clear, consistent and trustworthy identity to be the voice of your business requires a focus on one message that encompasses your unique selling proposition.
Many brands we know and love are recognised for one specialisation. When we see the Amazon logo, we think of the company’s wide variety of product offerings and positive customer experience.
Notice how Amazon’s typographic logo features a curved arrow stretching across the letters A-Z, mirroring customers’ ability to find anything from A-Z on the platform. The arrow manipulated into the shape of a smile also demonstrates positive customer experience.
Simple design mirrors clear communication, seamless processes and the powerful abilities of a business; all qualities that consumers greatly value. When customers can interpret your message clearly, they can easily connect with the intended nature of your brand and form a positive impression based on professionalism, trust and differentiation.
2. Consistency is Key
Ensuring a consistent identity across your business operations is essential in establishing recognition and creating a sense of trust between customers. This starts with incorporating your message and core values in every aspect of marketing.
From logos, typography and colour palette to letterheads, business cards and email signatures, there is a thought process and collective meaning behind every brand created. Correctly using these design features in all circumstances reinforces a unified message.
Effective graphic design should also evoke a certain emotion in your target audience. Understanding what appeals to your target audience is key to ensuring your message is being communicated effectively across all your marketing.
3. Fostering Brand Loyalty
Finally, a powerful brand has the potential to foster customer loyalty – the concept where maintaining customers is ultimately more valuable than acquiring new ones.
Companies don’t sell products – they sell branding. They sell experiences, feelings, and ideologies.
– Hubspot
For companies to sustain and scale their businesses for the long-run, returning customers are their best shot at everlasting success. The familiarity and assumed trust of using a reputable name means customers are more inclined to do business with them. Attributing these feelings to a brand results from actioning our previous two tips.
The amount of trust that customers have for a company is also defined by other factors like personal experience and reviews. However, these are things they have to dig deeper for. When consumers can recognise a business just by its logo, their immediate impressions are based on certain feelings elicited by design elements, rather than what is said about the company.
How Can We Help?
Site Clicks is a professional digital marketing agency with a focus on transforming businesses into powerful, recognisable brands within their industries. Our deep understanding of market trends and graphic design motivates our ability to create powerful identities for unique businesses. This identity is just the beginning of your journey to promoting your business. Read our article on Top 5 Things to Consider Before Developing a Website.
