Creating A Buzz Worthy Brand: 6 Elements Of Effective Branding
You have spent so much time nurturing the beautiful flower that is your product or service. Like all flowers it’s a work of art, pure perfection! For the flower to survive however, it needs to attract bees or in this case clients. Having a strong brand is the equivalent of the vibrant colours and sweet nectar attracting your clients with it’s unique and memorable identity and building trust that keeps them coming back for more. But what does it take to create an effective brand? Here are six key elements to consider:
1. Brand Strategy
You need to know who it is that you are wanting to attract. This means defining your target audience and understanding their needs and preferences. Once you become clear on who your audience is and what it is they need, you have an understanding on how best to serve them and how to ‘speak their language’. This information forms the basis on how you communicate your brand message providing the much-needed consistency needed to become known and trusted by your audience.
2. Brand Identity
Once you know who it is you want to attract then it all becomes about grabbing your target audience’s attention. Brand identity is all about the appearance of your brand such as logo, brand colours, typography, and any other design elements. Consistency here is key, so ensure that each time your clients encounter your business it is visually represented in the same way across websites, social media platforms, business cards and product packaging.
3. Brand Voice
You brand voice will be influenced by your brand strategy, it is the tone and style of communication that you use. Also influenced by your brand identity it expresses personality and needs to reflect your brands values to remain authentic.
4. Brand Experience
Brand experience is the sum of all the interactions your clients have with your brand. It includes everything from social media interactions to website navigation and ease of use through to customer support. Creating a great brand experience builds loyalty and can also lead to flow on business through referrals.
5. Brand Loyalty
Brand loyalty occurs because of positive brand experiences. When clients have a great experience, they are more likely to become return clients and even become your very own brand ambassadors.
6. Brand Consistency
Last up is brand consistency, this was alluded to earlier but it’s so important it deserves stand-alone attention. For your business to move from just getting the attention of your ideal clients your also need to form a relationship with them. Conversions come from building and nurturing a relationship and a key part of that is building trust through consistency. People like to know what to expect and being consistent in all aspects listed above supports your clients to get to know, like and trust your brand.
Just as a flower attracts bees with its unique identity and sweet nectar, a strong brand can attract and retain clients with its positive and consistent brand experience. By focusing on these six key elements, you can create a brand that stands out and keeps clients coming back like bees to their favourite flowers.