Moving past the creative process of branding

You recently moved into a brand new house. It was custom built just for you and you were a part of the entire process from the original design to choosing paint colors. But now that you’ve moved in, the work isn’t over. You’ll have to keep up with maintenance, cleaning and all of the other tasks that come with taking care of your house.

Well branding for your business follows a similar process. Once you pick a logo, signature colors and branding guidelines, it’s all about maintaining your image and making your brand recognizable. You’ve done the initial work, now what can you do to monitor and protect your image?

Review the market and know what your competitors are doing.

Every time your brand sends a message, it needs to cut through the competition. And don’t just say “we’re better than those guys.” Provide value in the context of what your competitors are promoting so you can entice the customer to choose you.

Be aware of how your competitors are promoting their products or services and find a niche you can own that will be profitable. For example, if your competitor is the cheapest, you could be the most premium or have the best customer service. Find something that sets you apart from the competition and use it to your advantage.

Be consistent.

Consistency is one of the most important parts of maintaining your brand identity. When you remain consistent, your web, social media and overall brand presence are more recognizable. Be consistent when you’re producing content. It should always be top quality and relevant to your brand and its followers. Provide useful information so that your customers and followers will look to your brand as a resource for guidance. Consistency also ensures that people will know what to expect from your brand, but that doesn’t mean you can’t keep them on their toes. Share content often, but don’t be afraid to try something different every once in a while.

Show off your human side.

Remember that your brand is all about people. When you show your audience that you care about more than just turning a profit, you’ll draw them in with your human characteristics. There are plenty of ways you can do this. Share stories of a customer service rep going above and beyond the call of duty to help out a customer. You can also share personal photos on your social media sites from company events, parties or picnics. Show your followers what it’s really like inside your company.

Continue to evaluate brand voice and personality.

Once you develop your brand’s style, voice and tone, stick to it every time you communicate with both current and potential customers. Your voice should be a good fit for your target audience, so think about their personality too. Is your company smart and quirky? Or maybe you’re old-fashioned and dignified. Bring that voice to life in all of your marketing efforts.

Just like you would take care of your brand new home, you need to work to maintain and protect your brand. Once you build your brand, follow these tips to ensure you stay relevant and recognizable.