You Need More Than Visuals To Establish Your Brand

When it comes to the brand of the business, it’s all about the emotions, assumptions, and the ideas that you want to be able to give your customers and clients when it comes to your business. It’s often assumed that branding work is done primarily through the visuals that you use, but that’s not true at all. Here, we’re going to take a closer look at the different elements that can help you craft a strong and effective brand.

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Your brand story

The brand is more than just a feeling that you’re trying to give your customers when they see your logo or think about your business. It can be informed by a story that reflects some of the deepest truths of the brand. Storytelling in branding is all about creating a cohesive and compelling narrative that gives both the facts of the business while also expressing the emotional appeal or tie between the business, the people behind it, and the client. A brand story can be about why the business was founded, what kind of gap it is trying to fill in the need of the customers and clients, or about the social, environmental, or other needs and values informing the business. It needs to be true, but it also needs to be emotive and infused through the company’s marketing and messaging.

A sensory experience

If you handle all of your business online, then you might not need to worry as much beyond what the customers see and read about your business on your site or other avenues for your branding. However, if you have a physical store or office that they visit, then you can go a lot further than visuals alone. You can look at how to legally play music in your business, so that you’re able to establish an audial landscape, for instance. A lot of businesses will also make use of scents, such as aroma diffusers in stores, to make them more pleasant and welcoming places.

How you treat your customers

A brand that is not supported by reality is a paper tiger. It will blow over at the first sign of wind. If your brand indicates a level of care, support, or focus on the customers and their success, then you need to make sure that you’re investing in providing just that. This can mean making sure that you can always provide support through things like live chat apps on your site. It can also mean a little personal touch with deliveries like thank you notes. You need to think about what expectations you’re creating in the minds of your customers and then take the time to ensure that you’re living up to them.

Your brand goes a lot more than skin deep, and it should communicate the reality of the values of your business, both the values that you and your team hold, and the value that you can offer the customer or client. Hopefully, the tips above can help you do that more effectively.