90% of searchers haven’t made up their mind about a brand before starting their search, meaning there’s still a lot of opportunities to be taken advantage of when it comes to using your brand’s identity to influence purchasing decisions. Anybody who has been tasked with designing a memorable brand identity will know that there are a lot of moving parts to factor in when optimizing your marketing efforts and creating a consistent image. However, there are a few mistakes in particular that can be avoided if you’re diligent about how you go about your branding.
Invest in Quality Video Marketing
62% of consumers have developed negative images and opinion of a brand when they publish poor-quality video campaigns. Seeing as video marketing is so crucial in building a brand image that your target audience can not only learn about but also trust, it’s crucial to invest in quality video marketing in order to really gain and retain their trust. Hiring out professionals to do this job is a great way to maximize your efforts in the area; they’ll come with their own set of video filming gear, but they’ll also be able to streamline the process for you in order to create a consistent image, which brings us to our next point.
Inconsistency in your brand can slow your growth as it will delay the time it takes for your audience to get to know who you truly are. Developing a clear and concise marketing message that stays consistent across all platforms will help you get more out of your marketing efforts due to the fact that brands who are consistent see a 23% increase in revenue. This extends beyond merely crafting branding guidelines. You’ll need to be adamant about enforcing them and make sure you’re always revisiting the guidelines to make adjustments according to consumer trends and market behavior.
Pay Attention to Color
Color improves brand recognition by up to 80%, making it a great way to cultivate a strong brand identity that will set you apart from the competition. While this ties into crafting a consistent brand image, choosing a signature color that is part of a cohesive color palette will ensure you are constantly reinforcing your brand exactly how you want. Make this color part of every piece of marketing material you have in order to ensure your brand sticks in the minds of your audience. Pick the color wisely, however, as color psychology plays a big role in how people feel and interact with your brand.
Offer More Value
All of the time and money in the world spent on branding won’t really do much unless you’re offering something of value to your customers. To enhance the trust you’re building through video marketing and brand consistency, you’ll need to offer value beyond what your product or service is. This centers mostly around the interactions you have with customers regarding their experiences, which means great customer service will go a long way here.
Focus on Creating Connections
All of these branding mistakes can be avoided by keeping the focus of forging emotional connections at the forefront of your efforts. With unlimited choice when it comes to who they want to do business with, consumers are looking for more than simply a high-quality brand; they’re looking for a company they trust and can connect with over time.