Successful entrepreneurship is built on a defined and recognizable identity. Having a logo with eye-catching visual elements is not enough to get there. Building a strong brand is just as important as the service you provide.
A first-time business owner, knowing the importance of brand recognition, might get carried away with complex strategies. Don’t go down that road.
Although it takes an effort, it’s still far from rocket science. When it comes to creating a memorable online presence, keep your sights on these core elements.
Define your DNA
Find the unchangeable, fundamental, and distinctive qualities of your enterprise. Use them to build your brand’s DNA. In case you can’t do it by heart, don’t sweat it.
Having your own aspirations in mind, make a list of benchmark brands. Try to see what are their common characteristics.
Identify common themes that embody your company. Whether it’s the niche or price advantage, define its essence and stick to it.
Understand Your Customers
After you have defined your brand’s DNA, you need to study your customers. Think about what they want and what they need.
Your online message must be suitable for your prospects, as well as in line with your business. Who is your average customer? What do they do? Where do they hang out?
Know who you are talking to. Try to think of an ideal client avatar and go deep. Consider their age, dreams, fears, weaknesses, likes, dislikes, goals, favorite TV shows, education level, etc.
Keep It Simple
Although the logo is not everything, a memorable logo is still the foundation of branding. Of course, you’d want an aesthetically pleasing logo, but at the same time, you don’t want to overdo it.
Think about logos that got stuck in your own mind. Which ones do you remember, the ones with intricate patterns and detailed artwork or the simple ones that have a two-color combination?
Websites such as Ask Brokers have opted for a plain logo that contains nothing more than the brand name. By choosing a simple color scheme and a basic font, they have developed a logo that’s not only eye-catching but also easy to read and remember.
Find the Intersection
Your online identity should reflect the bond between what you excel at and what people need. The bond between what you love and what you do. If you are offering something you love, but others don’t need it, it’s just a pastime.
Your talents should fulfill a need for your targets, as well as resonate deeply. Make sure that that bond is consistent over time.
Leverage The Testimonial Economy
Arriving at your doorstep, people will google you first.
Before you watch a movie, you see what the critics have to say. The trailer just doesn’t cut it always, no matter how good it is. People want to be sure they are making an informed decision. They want to know what others have to say.
You’d want to make sure that online reviews of your business capture the essence of your brand and impart a clear, concise message about your operation. If you communicate a straightforward and truthful message, you can rest assured it will have a good echo.
We live in a testimonial economy. Use it to your advantage. You’ll get yourself an army of community ambassadors who are ready to share their love of what you do.
The age of traditional business cards is long gone. What shows up on search engines is your business card. Make sure it speaks for you.
Speak the Language of Your Clients
Use the internal dialogue of your prospects. Avoid using marketing lingo. Instead, develop a voice of your own. It will give your brand a personality.
But be sure you’re speaking the language your customers like and understand. Do your prospects use words such as ” engagement, alignment, and collaboration?”
What you’ll hear from there, is more like, “we can’t get this done, we are missing deadlines, no one care what we’re behind.” Listen to what they are saying and use it in your branding materials.
Create Emotive Appeal
For starters, identify the key needs and problems of your target market. Use them to develop a brand persona that will show your prospects how to achieve their desired state of feeling.
Creating an association between the brand and an emotion is key. Most buying decisions are grounded in feels.
Start A Blog
Blogging is a great way to increase recognition. Aside from increasing reach, it can also help establish validity.
Having a blog can also improve your search engine rank. However, if your blog is authentic and engaging, it will be a tool which will cultivate your relationship with your customers.
Be Approachable
Having a face isn’t enough. Don’t use social media just as a promotional tool. Treat it as a customer service outlet.
Your online ubiquity won’t mean much to your customers unless they know you are actually there. Make sure you are responsive.
What Makes Your Heart Pound?
When you are sharing your best with your clients, or telling people what you do, what makes you most excited? Your best asset is what you repeat over and over again when talking about your enterprise. That is your message.
Conclusion
When creating an online presence, be authentic. There are many indistinguishable online brands out there that are doing the same thing.
Emulate, but don’t imitate. Remember that your goal is not only to create visibility, but to provide a genuine customer experience.
