The biggest companies from around the world have more than just a few traits in common, one of the more prevalent of which being their ability to retain a cohesive brand identity.
Brand cohesion is the key to recognizability, a highly important factor that influences nearly every aspect of business, from marketing to product development and public relations.
For new brands striving to establish themselves in a competitive market, developing a strong presence is perhaps easier than ever before, in no small part to the rise of the online world.
If you feel like taking your own brand to the next level and extending your reach in the near future, here are some points to think about.
The Power of Detail
In brand marketing, every single detail matters, right down to the font you use on your product description pages. Some examples of details worth watching out for include your ability to practice consistency in your tone of voice, the quality of any copy you might need write, and whether or not the color scheme on your website creates a desirable aesthetic.
It is also worth checking out a fantastic email signature generator, as this can allow your messages to come across as more authentic while simultaneously allowing your brand some extra exposure. This is particularly true if you include links to your social media pages and show off any certifications or watermarks you might have picked up along the way.
Representing the Brand
In many ways, a well-maintained brand strategy requires the employees to embody the brand in their own communication, be that with other companies or customers.
If you and your employees represent what you want your brand to say, you can start to develop a synchronized understanding throughout your team, leading to a greater level of cohesion.
A Multi-Channel Strategy
To truly carve out a space for your company name in the online world, a multi-channel strategy is likely the best way to go.
This might include:
- Utilizing as many relevant social media platforms as you can manage and maintain.
- Making sure your tone of voice is consistent across every channel.
- Introducing cross-platform consistency in which your content aligns and forms a familiar style that embodies the narrative of your brand.
- Creating visual content that explains or relates to your products and field of expertise.
- Sharing any posts from other brands/influencers that you feel represent the values of your own company.
A Highly Functional Website
Your website will be the digital cauldron of activity, a virtual storefront for your customers to check out your beautiful wares from wherever in the world they happen to be, provided you make it as accessible and functional as you possibly can.
It can be difficult to present brand cohesion if your website scares away customers the second they walk through the digital door, so making sure your site is updated, aesthetically pleasing, and easy to use is a must.
Choosing the Right Tone
Tone of voice is immensely important online, particularly when considering the fact that once a post is made on social media, it will be there forever.
Settling on the right tone of voice might take time, but if you keep your company values in mind when doing so, you might inadvertently stumble across the winning formula.