In the vast ocean of sameness, those who survive are not necessarily the brands with the most funds. They are those with the strongest stance, and the boldness to stick to their guns.
Take the brand that you’ve recommended to a friend lately. Why that brand, when there are at least twenty other similar brands out there? The features of that brand certainly didn’t make you choose it. You chose it because of its unique personality, story, and values.
This is the magic of branding, and in the era of the digital world, this becomes even more critical. Here are some ways to create one.
A great brand starts with a point of view, not a logo
Most companies look at branding as a matter of choosing colors, designing a logo, selecting fonts, and other similar activities. That might work for them; however, they should realize that those things come second, not first. In order to be able to develop an effective brand, one needs to ask more difficult questions such as what one believes his competitors cannot or what unique problems can be addressed by him/her better than others. In addition, one should determine what his customers will be saying about him/her, something they would not be able to say about someone else.
The brand that has its point of view always has something very special about it.
Consistency is the most underrated brand strategy
It wasn’t just one great campaign that made us feel comfortable enough in our beliefs about the brands we love. What made us trust these brands was having seen and experienced consistency everywhere in every single encounter with them. Consistency between their emails and their social media posts. Consistency between their customer service values and their advertisements. Consistency between their packaging design and their website look.
Inconsistency makes people uncomfortable. People get the message that maybe, just maybe, a brand hasn’t quite nailed down its own character yet – so then how could that company possibly have the credibility to be trusted? Every brand needs an annual audit of the consistency between what it says and who it really is.
Your Tone of Voice is your Personality, Own It
Among the key elements that differentiate a brand from others is the way it talks. Not necessarily the things it talks about, but how it talks about them. In formal tone or conversational tone? Friendly tone or authoritative one? Sarcasm or straight talk? None of these is right or wrong – but one is definitely wrong for your target audience.
Determine what tone works best for your brand by providing practical examples of how your brand communicates vs. how your competitors do it. Create a concise style guide and enforce it throughout your company.
Digital Brand Touchpoints that most businesses Overlook
- The 404 page – a unique opportunity to make people smile and say “Wow!”
- Order confirmation and receipt emails – usually dry but always full of potential
- Your staff’s LinkedIn profiles – they’re part of your brand regardless of what you think
- Comment responses on social media – the tone you use is a statement of your identity
- Your website’s “About Us” page – most are unremarkable; yours shouldn’t be
Storytelling is not a marketing tactic, it’s the foundation
Storytelling has been used by humans since ancient times as a way of understanding the world around us, connecting with others, and retaining information. Brands that tell captivating stories about their origins, their clients, their struggles, and their principles create an emotional bond that cannot be achieved simply by listing features.
Your story does not need to be dramatic. All it needs to be is genuine. What made you decide to do this? What were you trying to solve? What lessons have you learned from your journey? Being authentic when telling your brand’s story is not a passing trend.
The Long Game
Building a brand takes time. In the beginning, you may feel like your efforts aren’t being appreciated as you continue to put out content and develop your tone, but nobody is listening. However, all the brands you know today went through this process. They are the brands that persevered.
At Novaria, we assist brands in finding their voice, honing their narrative, and making sure they are consistent on all digital channels. We understand that the brands that will stick around are those with something to say.