In the digital age, brand identity is more important for your business than ever before, especially in telecommunications. While most companies realize this to an extent, it’s seldom practiced the way that it should. In fact, having a consistent brand identity can really help grow your business. According to Forbes, “Consistent Brand Presentation across all platforms increases revenue by up to 23%.”
To take advantage of these benefits, you first have to know what brand identity is, understand how to implement it, and then actually put it into practice, which can seem overwhelming in the ever-growing field of communications. To help alleviate some of those challenges, we’ll go over the basics to help you master your brand in no time.
So, what exactly is brand identity?
Brand identity consists of everything you use to present your business to your customers, which in turn helps with your brand image, or how your customers view your business. Think of it as your logo on steroids – it serves as a message for your business saying, “this is who we are, and this is what we represent.”
So, is brand identity like my company’s voice? Kind of; however, your brand identity goes beyond the voice of your company by setting the tone of every customer interaction. Everything from your web design and social media posts to your business cards and customer service helps to shape your brand identity. If your logo, your color scheme, your voice, your customer service, global impact, and social causes all met up for lunch at your physical location and discussed the way you network and promote your product – that would be your brand identity.
Because the identity of your brand involves so many moving pieces rolled into one idea, many small businesses overlook its importance, which could potentially have a negative effect on their success. Having a secure brand identity in place will help your business to be more memorable and more noticeable, which can lead to more sales.
Why is brand identity important?
Voice
Have you ever called a business and the person on the other end didn’t sound like what you would think? Not their physical voice, but their tone and language. If they have zero customer service skills or aren’t using appropriate language for the environment it can be off-putting and make you not want to do business with them. When focusing on brand identity in customer service, it’s about giving a professional voice to your business that matches what your clients or customers think it should. This helps with customer retention.
Appearance
Similarly, in digital marketing and social media, it’s important to make sure that your graphics and copy also look and sound like they are coming from your business and match the same level of professionalism that you would give with your customer service in person or over the phone. Keeping things cohesive throughout helps give you a solid brand identity, which can help with both customer retention and customer acquisition.
Consistency
As stated previously, being on top of your brand identity can make your business more memorable and help increase sales. People prefer to use companies that they know and trust, so when it comes to brand identity, it goes back to the old saying, “consistency is key.” Pam Moore, CEO/Founder of Marketing Nutz, says that “it takes 5-7 brand impressions before someone will remember your brand,” so, it’s very important that each and every time a potential customer interacts with your brand, no matter what format, they are met with the same consistent brand identity.
Why is this important to communications providers?
Throughout the Covid-19 pandemic, many businesses learned to work remotely very quickly. We’re nearly two years in, and many businesses are considering keeping a work from home or hybrid work model. This means that they are now looking for permanent solutions that will allow them to do this. This also means that communications providers need to be memorable and stand out from each other if they want to land these new prospective clients.
As the world gets more digital, companies are only going to grow more digitally in return, and with that comes more and more communications providers that will have a service to sell. Setting up a consistent brand identity helps set you apart from the rest. This is done by making your company identifiable and memorable to potential customers.
Lastly, as a communications provider, you are not only selling your business, but you are also helping other companies maintain their own personal brand image. If their phone lines never work, their customers won’t have a good experience, which as we know plays into the overall brand identity of the organization. Businesses are looking for a reliable communications provider that can help them reliably maintain their own brand identity.
Let GreenStar Marketing Help You Build Your Brand!
Now that you know the importance of brand identity, it’s time to assess yours! Do you see a consistent pattern across all customer facing sides of your business? If not, it may be time to get to know your business a little better and develop your identity!
GreenStar Marketing is ready to assist in developing and maintaining your brand identity. We’ll work with you to help build your brand identity through web design and targeted marketing efforts like social media, blogs, and more. Contact us today to start making your business more memorable and identifiable to potential customers!
