One of the foundations of any successful business is brand image, which is the way customers see your brand and what they think about it. Brand image differs from brand identity, which is the way you, as a business owner, want your brand to be perceived.
Whether you're a new or existing business, each customer will form their own opinion about your brand. Though you can't control their impressions, you can influence some elements that help shape them.
Here are 7 simple ways to improve your brand image in 2021 and position yourself as a well-established business with a strong brand identity.
1. Do a Brand Audit
Every once in a while, it's useful to do a brand audit and see which areas of your brand image and identity need improving. The start of a new year is the perfect time to check in with your vision, mission, brand message, and customer perception.
When doing a brand audit, make sure to review and revise the following important points:
Brand mission, vision, and values;
Brand elements such as logo, visuals, graphics, marketing materials;
Brand online presence including social media, website, email, and content;
Customer experience, customer service, customer support, and the sales process.
Use data from the previous year to see how your brand performed and include any recent customer feedback to get an even clearer picture.
2. Check Your Analytics
If you want to truly dive into the minds of your customers and potential clients, your analytics are your best resource. Look into your social media insights and website analytics to gather the most relevant data.
Which social media posts did your audience resonate with the most? Which blog posts and links did they click on the most on your website? Which types of emails did they open and respond to?
This important information can help you give your customers what they want and show them what to expect next from your brand.
3. Ask Your Customers for Feedback
The best way to learn what your customers think about your brand is to ask them. You can do this by creating a poll on social media, sending out a survey via email, or talk to them directly.
Use the feedback as a starting point for changes and improvements. When you show customers their opinion is important to you, you're building strong relationships based on trust.
When customers like you and trust you, they buy from you.
4. Analyze Your Competitors
Your competitors can be a great resource for brand image and identity, especially if you share the same audience and customer base.
Start by analyzing their vision and mission, as well as their brand voice and online presence. See how they address their customers on social media, on their website, and in emails.
What is your competitor's unique selling proposition? What do they use to attract new customers and retain existing ones? Is their branding similar to yours or completely different?
The goal here is to get inspired and motivated to outdo your competitors, not to copy their tactics and methods.
5. Refine Your Brand Message
As your business grows, so does your brand presence and number of customers. The more customers you have, the clearer your brand message should be.
For example, your website copy should speak the language of your customers. Instead of talking about you and your accomplishments, it should explain and clarify how your business can help them solve a problem.
Another example is your product packaging and product descriptions. These should list the benefits of the product for the customer rather than the features.
Your brand's online presence and email communication should deliver value to your customers rather than constantly trying to sell them something.
Need help refining your brand message and website copy to attract more of your ideal customers? Schedule a free call with us today to learn how we can help!
6. Consult a Branding Specialist
As a business owner, especially if you're just starting out, it's hard to see your own brand objectively. You see it as your pride and joy and as the great work of your life, but the truth is, most customers might see it in a completely different way.
If you're not sure where to start improving, you can always consult a brand specialist for a professional, objective opinion.
At Zhillmatic, we're dedicated to crafting brands that stand out in a good way and attract the right customers. Check out the work we've done for other businesses like yours here and feel free to reach out with any questions and ideas.
7. Keep Up With the Trends
One of the best ways to make sure your brand stays relevant in 2021 is to keep up with the trends. As you learn which topics and trends resonate with your brand mission, you can easily fine-tune them without losing your brand's uniqueness.
Knowing what your customers like and are interested in at the moment will make your brand relatable and relevant, resulting in more buzz and sales.
Ready To Give Your Branding a Fresh Start in 2021?
Whether you're a new business owner looking to position your brand on the market or an existing business in need of a fresh start, 2021 is the perfect year to take the leap.
A brand refresh doesn't have to be expensive, time-consuming, or stressful. It should — and can be — fun, exciting, and worth your while.
Ready to improve your branding and take the next step in your business? Contact us today to share your vision with us and we'll work together to turn it into reality.