Understanding Your Unique Value Proposition
How are you different from everyone else. That might sound a little existential. The answer lies in your story, the story of your business, and the unique collection of beliefs and experiences you bring to it.
Sort of. This is what sets you apart in an ocean of sameness, all dressed up in pastel palettes, grammatically perfect copy and polished presentations. A lot of people get caught up in this idea that they have to create something truly extraordinary to attract the right kind of attention.
And some worry about coming across as too full of themselves if they sing their own praises too often. But the internet loves a good ‘origin story’, especially when told with humility. A customer might want your product but it’s you, the person behind it all, that sells them the dream.
So let your personality take centre stage and get creative with how you tell your story. You can use text, visuals, memes and even music to tell people how you got here.
Even the quirkiest things about your brand could become a part of your narrative - maybe it’s as simple as wanting to create better snacks for families or writing fiction about smart vampires. If it’s authentic (and not offensive), people will love it. It’s all about finding what really sets you apart.
It could be anything from launching a sustainable fashion brand to growing up with three sisters who inspired your new beauty label (or both). Being vulnerable allows people to connect with you on a human level and see themselves reflected in your brand. This goes far beyond ‘look at me I’m different’ to ‘I see you for who you are’. And there’s something sort of beautiful about that.
Crafting a Memorable Brand Identity
How do you go about building a brand identity that gets people talking. Like people are not just buying your products or services, but buying into who you are and what your brand stands for. When it comes to creating a brand with character, it can be tempting to follow the age-old “be yourself and those who don’t like it can piss off” advice. But to create a brand that people can relate to, you must first identify your core values.
This is why when you set out to establish your brand identity, a large portion of your work involves first identifying the story you want your brand to tell. A major part of how your business will operate is based on where you came from. Look at how major brands from Apple to Nike have built their business off clear storytelling. These stories are all tied together by their branding and their design elements.
And so too should yours. Through wordmarks, typefaces, logos, and packaging.
When we talk about these things in connection with a business’s story, it just doesn’t mean simply slapping some random words onto fancy fonts and calling it a day. A whole lot of effort goes into identifying and conveying the right feeling that will show your audience the various facets of your brand’s personality in a way that resonates with them.
Your logo’s distinctiveness gives consumers something tangible to remember your brand by and often forms their first impression. Wordmarks and typefaces work together to establish the kind of energy or vibe you want your audience to relate with. While all these elements are crucial, ultimately it is about creating a lasting impression that will keep bringing people back for more.
More or less. You might have several audiences or buyer personas that all resonate with different parts of your story. Crafting that tailored experience that caters to each segment while maintaining consistent branding is the way to do it.
Leveraging Consistent Messaging Across Platforms
How do you get everyone to remember the same thing about your brand - and not confuse you with someone else. Unifying your story across platforms is likely key. Looks Like brand consistency increases recognition and trust, making people more likely to take the leap from social media lurker to loyal customer. Consistent messaging feels like a warm hug because it creates a sense of familiarity that makes people keep coming back.
You want to highlight who you are and what you offer in a voice that feels authentic, whether on Instagram or LinkedIn. Getting all internal team members clued into how your brand is supposedly presented online means there’s less room for confusion (and rogue messaging). I think the simplest way to stay consistent is possibly to create a content calendar outlining what stories and language will be used on which platform throughout the month.
This lets you switch things up if need be, but ensures your message stays intact regardless of trends and news cycles. Another tip - choose three words that encapsulate your voice, and plan posts accordingly. By getting clear on what it is you say and how it’s said, your community knows exactly what they’re in for - further increasing trust in your business. Even better, it opens doors for new opportunities with other brands or media outlets who know exactly who you are and what you can offer them.
Engaging Your Audience Through Storytelling
When was the last time you listened to someone who had all the right answers but none of the right stories. Something about a wall of facts, tips, and – well – instructions just doesn’t stick. When you’re looking to build a memorable online identity, it matters how you make your audience feel. And stories help you do that.
Good storytelling is an art form, and a rather tricky one to master. It’s been around for as long as people have, but the formats are ever-evolving. While we might not be sitting around campfires anymore, we’re certainly telling stories by our own fireside equivalents – podcasts and social media posts.
Today’s world is full of distractions. So when you find that story that truly resonates with your audience, you want to tell it again, and again. Your brand has something unique about it, there’s no doubt about that. It seems like but what’s crucial is finding it, learning how to tell it like no one else can.
Being relatable without coming across as disingenuous requires a touch of self-awareness and a tonne of empathy. Nobody likes being yelled at or told what to do – even if your intentions are nothing short of good. More or less.
I’d say keeping things conversational often makes for deeper connections. More or less. It does help to put yourself in their shoes before you write something or record yourself for your Instagram Reels or YouTube Shorts content.
It might sound simple but it works wonders for engagement - asking yourself “is this valuable” before hitting post on anything you do online as a brand will set the stage for making honest connections with your audience through authentic storytelling.
Utilizing Visual Elements for Brand Recognition
Ever tried to remember a brand with a nondescript logo or generic-looking website. It gets tricky, because strong visual cues can stick in your head far more than any catchy tagline. Brands with distinct visual elements - colours, fonts, quirky graphics - are kind of everywhere. And when done well, you start seeing them even when you close your eyes at the end of the day.
Most brands that make it online have some sort of visual hook. But figuring out how to stand out is a different kettle of fish. It's not always about using bright colours or outrageous shapes to get attention. It's about a rather delicate balance between being memorable and telling people who you are and what your business is about - all without saying a word.
The way I see it, visual branding is simply another way of communicating with your audience, so it pays to be clear and consistent. The other bit to remember is that design trends come and go pretty quickly these days. Forcing yourself into the trendiest box for short-term gains can seldom backfire pretty badly, leaving your brand looking forgettable at best and confusing at worst.
The trick is to take some time and work out who you are as a brand before hunting for the right visual elements to reflect that personality. It seems like the only way to have someone think of you even after they're gone from your social media page or website is through leaving something unique behind in their minds for them to keep coming back to - something visual usually does the trick. Sort of.
Measuring the Impact of Your Branding Efforts
How do you know if all your branding efforts online are paying off. Measuring brand impact is a tricky business, but it’s not impossible. It just takes some patience - and a keen eye for detail. Sounds Like Analysing data can sometimes feel like you’re doing algebra again, or at least it does for me.
But the proof is in the pudding, as they say, so you need to pay attention to things like reach and engagement. A good number of followers is always a nice little confidence boost, but it doesn’t say much if they’re not interacting with your content. Try to keep an eye on how many people are liking, sharing, and commenting on what you post online.
But numbers aren’t everything, and I think most people would agree. You need to keep tabs on what people are saying about your brand online too. There’s almost always a conversation happening on social media - so look for things like product tags or direct messages that people have sent to your business profile.
How many of those messages are positive and how many negative. And you want to keep an ear out for constructive criticism - which is usually not fun but still important. Some of this stuff can take time before you really notice any major changes or wins. But making a habit of measuring the impact of all your branding efforts will help you learn more about what people want from your brand - and make sure you know how to talk to them so they’ll listen.