Sir Richard Branson once said that ‘branding demands commitment; commitment to continual reinvention; striking chords with people to stir their emotions; and commitment to imagination.’ Creating a compelling brand is easier said than done. Entrepreneurs know it’s worthwhile because all of the most successful companies have excellent branding! Make 2020 the year that you supercharge your branding efforts, with these four simple tips.
- A Socially Conscious Image
According to Emarketer, ‘two-thirds of internet users ages 18 and older said more brands should take a public stand on important social values.’ Amongst millennials, the idea was regarded as even more important. Many brands are creating their brand image around ideas of social justice, charity work, or sustainability. Shaping a socially conscious brand allows companies to extend their reach and popularity.
- Adaptable Brand Logos
In 2020, promoting your business is no easy job. You’ve got to show up on so many different platforms to remain competitive and current. Each platform or medium is different, whether it’s a website, social media, brand merch, or poster ads. For each medium or platform, you need a logo that fits. This year, brands use slightly altered forms of their logos depending on the use, for example, a detailed logo for their website and a simplified version for Twitter.
So which type of logos are trending this year? Well, the minimal logo is still very much in vogue. To stay appealing, avoid logos that are too complex or OTT. We’re seeing a lean towards designs that look ‘hand drawn’. We’re also seeing lots of bold colors and quirky illustrations. When you’re following trends, ensure that your logo has a unique edge and something different about it. (The last thing you want is for your logo to look like everyone else’s)!
- Use Authenticity
These days authenticity is so vital to the consumer. Oberlo recently reported that ‘86% of consumers say that authenticity is a crucial factor when they are deciding which brands to support.’ Authenticity is much about being honest with the consumers, and providing content that’s open and fun (and not too air-brushed). Whether it’s funny memes or down-to-earth webinars, show your consumers that you’re human too!
- Perfect Your Brand Story
Your brand story is how you extend your reach and appeal to the emotions of your audience. Your story should reflect your values and dreams as a company and the problems you’ve faced along the way. Perhaps your brand story isn’t strong enough? Maybe it’s failed to resonate with your audience? In this case, it could be wise to consider a slight rebranding? Take a look at a rebranding guide and ask yourself how you think your branding could be better.
Lastly, don’t forget to ask for feedback about your branding. You can ask your consumers and your employees. With feedback, you can shed light on your weaknesses and strive to do better. It might take a little trial and error to get your business branding right, but hang in there!