A brand has personality, style, presence and positioning. Developing an authentic brand identity that inspires others is one of the biggest challenges for companies seeking to become a leader in their market and even in other segments.
Given this scenario, having a good communication strategy, planning actions and having the support of technology throughout the work is essential to obtain good results in the future. However, do you know where to start?
To help your company build a strong and authentic brand identity, we have put together some lessons below. So, read the content until the end and learn more about the subject. Let’s go!
What is a strong and authentic brand?
A strong and authentic brand is one that has a personality and purpose that are consistent with the way it positions itself and presents itself to the market. It is like a person who shows their values, their identity and even vulnerabilities according to their essence. A brand does not need to be perfect, but it must be transparent about its principles and also its imperfections.
When presented in a humanized way, the chance of your current and potential customers identifying with the brand is much greater. It is the best way to get closer to them, thus ensuring a more relevant power of influence. In the era of hyper connection, in which companies are more exposed and closer to consumers, this perception can make all the difference.
Why is it important to have a strong and authentic brand in the market?
When we work on the authenticity and strength of a brand, it is possible to awaken consumer identification, since the relationship becomes much more human. Have you ever heard of the pratfall effect ? It is a theory discussed by psychologists that says that the attractiveness of admired people increases as they demonstrate their flaws. Interesting, right?
The theory was confirmed by an experiment with cookies (yes, those chocolate chip cookies) carried out by Zenith Opti media. At the time, the photo showed two cookies, one perfect and the other with small defects.
The result showed that 66% of people preferred the imperfect because of its authenticity and imperfections.
This transparency generates more credibility in your market and this is an intangible asset that is crucial to success. In other words, transparency generates authenticity. Authenticity increases your competitive advantage and, consequently, drives results.
How to create a strong and authentic brand identity in the market?
Now that we know what a strong and authentic brand identity is and why it is important to establish this positioning, let’s get to work! What initiatives will help your company position itself as an authority in the segment? Follow along!
1. Define your identity and purpose
The first step in a strong brand strategy is to understand what the company’s values, mission, and how it contributes to people’s lives are. This personality building can be guided by branding strategies to help.
2. Convey these values in your visual identity and language
Creating a well-designed visual identity and establishing a language and tone of voice are essential to sharing this positioning with customers, suppliers, partners and competitors in the market. Remember to showcase your differentiators and what makes your brand different from others.
3. Take care of your communication strategy and positioning
Every communication strategy must have reach and quality in its materials. Therefore, when defining the press and digital channels in which the brand will position itself, remember to monitor, collect and analyze the results to understand whether the objectives are being achieved.
4. Build a solid presence
Establish a plan that shows that your brand is present on different channels and ready to answer questions and solve problems for customers. Offer relevant content on social media, choose your spokespersons wisely, build closer relationships with people and position yourself in the face of a possible crisis. This day-to-day will be essential to maintaining a strong and authentic brand.
5. Provide the best experiences for people
Strong brands go beyond quality products or services. Provide true experiences for your customers at different times when they come into contact with your company. From a message on social media to the delivery of a product. Focusing on the experience is essential to establishing a relevant brand in the market.