Being eye-catching and authentic at the same time isn’t easy in marketing, and changing your brand's character while your company is evolving can feel sometimes overwhelming. But taking the time to shift through what isn't progressive as a brand and what is necessary is essential for a brands growth. After watching many approaches, there have been some key elements that I think can help extract a more organic identity without causing a major overhaul of a brand as a whole. Let's get into it!
Being authentic and original is everything.
In its truest form, being original is solving a common problem, but in a unique way. Doing so shows that you care enough about a problem to separate yourself from the masses as thoughtful, intentional, and possessing a unique style. When facing challenges in the market, many turn to building a better sales culture that tends to only be moderately effective and ignores the real problem, forgetting that authentic brands will generate strong sales but not the other way around. Investing time and resources in assuring your brand voice is unique to your company is without a doubt invaluable, and your audience will notice too.
Prioritize your internal and external brand alignment.
The alignment of brand identity is a great shield from a negative reputation that can eventually leak into your sales. Whether that means taking time to reinforce those values every quarter, or invest in an atmosphere that promotes open communication, it is essential to go the extra mile to ensure the company as a whole understands any new missions, visions or values set in place.
Branded content should act like a mirror for your audience.
Providing content that originates from your audience's self-image – not only your own internal material to share outward – can really amplify the conversation and connection needed to establish trust. This sounds simple, but forgetting that consumers are also focused on not just what you can provide but how your values align with theirs can be easy. Applying this practice doesn't require pivoting all content shared, but does require some effort in understanding deeper what the self-image of a client can tell you about the values that are important to them.
No matter what type of identity your brand has chosen up till today, utilizing your authentic voice from any stage will always help in setting you apart.