Authorship: Emma Schlesinger, Marketing Coordinator
Having a consistent brand identity is more important than ever when trying to sell a service or product. The statement “consistency is key” is a perfect way to emphasize the significance of a cohesive identity. As humans, we stress the value of stability in all facets of life, so when you are trying to sell a product or service to a customer, having a solid foundation will put you in a better light. Now let’s take a look at what the future of brand marketing will look like!
1. Building a Strong Visual Identity
The visual aesthetics of a brand is what draws the eye. If you take a look at successful brands such as Apple, Amazon, or Shell, they all have simplistic, yet appealing-to-the-eye logos. These are the kind of logos that you see and immediately recognize what brand it is. They are also timeless logos, but they can be modified to match up with the current trends. For example, McDonalds is known for their famous golden arches. That image has been a part of their logo for decades, however they have given it a refresh multiple times throughout history. Even though they have made small changes, their logo is infamous as the highest grossing fast food chain in the US, according to Food & Wine.
2. Consistency & Integration Across All Channels
As I previously said, consistency is key. When establishing your brand and mission you want to make sure you are harmonious with your message. Although digital platforms have different mechanisms and uses, having a unified message throughout, strengthens your brand. This is because when customers are seeking out a product or service, they want trust and reliability. If there is inconsistency in your message, how do you expect customers to want to invest their money and time into your goods or services? This is why it’s imperative to ensure you are building trust and dependability for an authentic brand.
3. Brand Messaging That Resonates
When developing a brand message, it is essential to consider your audience’s needs and values. This helps to strengthen customer loyalty and audience engagement. Especially when you are developing a product or service, you want to customize it to fit perfectly with your customers vision and requirements. Storytelling is also an important factor to consider when establishing your message because it brings in a personal aspect that humanizes and provides relatability to your customer.
4. Standing Out Without Saying “We’re Better”
If you want your brand to stand out, you need to be strategic about ensuring it to be a trustworthy and knowledgeable source. Being confident about your product or service is crucial, however you don’t want to appear overconfident in its capabilities. Customers want to trust that your brand is accomplished and continuously staying up to date with the market. Ensuring that you are adding value to the industry and a unique touch that connects with your audience to build a stronger personal connection.
5. Brand Strategy: Staying Top of Mind
Having a proactive brand awareness plan is a key factor in staying up to date in the market. This helps foster customer loyalty because they want to see a company continue to strive to improve while also staying in touch with their identity. Social media and content marketing are important for continued growth for your business. If you want to stay up to date on current trends and also have a direct line to customer experience, having a social media platform is imperative. If you take a look at successful brands online, you will see that they are constantly updating and improving their media presence while also staying true to themselves. There are many modern ways to connect to your audience including UGC and influencer marketing with your own brand personality (i.e. DuoLingo creating funny posts, making engagement fun). Staying connected to your audience with consistency supports retaining clients and boosting your brand to attract new business.
6. AI & Your Brand Experience
As we’ve seen, AI has become a huge part of the digital landscape. Marketing is not alone. Companies use AI tools for marketing including messaging, taglines and content strategy. It is also helpful to build marketing plans to boost your brand. In addition, to support brand awareness, it can be used to organize website content to create a positive user experience.
Have fun branding your business!
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