How To Host Engaging and Interactive Events on Wellness Websites
Discover key strategies to host engaging and interactive events on wellness websites that captivate and educate audiences!
April 25, 2024
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Close your eyes and think about your favourite clothing brand. Can you imagine its logo, its colours, and even how you feel when you think about it? How about its brand values — does that same brand stand for quality, eco-friendly sourcing, or size inclusivity? Everything you imagine results from the branding process or the actions taken to create a company persona that stands out in your clients’ minds.
Your brand identity is how you want to portray your business to your customers and includes how you choose your business name, the design of your logo, the colours and shapes or graphics you use, and your “tone of voice”.
Brand identity is different from brand image, which results from these efforts. A good brand identity translates into a positive brand image.
The most robust brand identities are instantly recognisable– even to small children – and immediately convey a message about that business. Large companies like Apple, Coca-Cola, Nike, Starbucks etc., spend millions of dollars, pounds and euros annually to promote and develop their brands because they know it directly affects their sales and market share.
Some business owners may think branding involves whipping up a quick logo and calling it a day. In reality, branding requires some strategy built upon principles, values, and a sense of purpose.
You may not have a vast potential market like some of these big brands. Still, several well-established benefits are associated with a good brand identity that all businesses can enjoy.
Brand identity commands a price premium. Why is someone willing to pay thousands of dollars more for a BMW than for a Volkswagen? They’re virtually the same product except for some additional options and accessories.
You could make the same argument for Apple products. Many of their competitors’ products are technologically just as good as theirs, but their iconic brand is often enough – on its own – to attract customers for life.
A good brand identity positions you in your customer’s mind as providing quality worth paying for. If you want to attract more customers, prepared to spend more money, getting your identity right gets them through the door, primed and ready to spend some coin.
Image credit: Tom’s Guide
If an iPhone costs more than a comparable product, it must be because the iPhone provides better quality, right?
Not necessarily.
Plenty of lower-cost, high-quality smartphones are available, yet people still pay more for what they perceive to be a better or higher-quality brand.
The same principle applies to smaller businesses. There may not be that much difference between what you and what your competitors offer, but with a strong identity in the customer’s mind, you’re positioned as better quality.
With a strong brand identity, customers are likelier to remember your business. A strong brand name and logo/image help keep your company firmly in the mind of your potential customers.
If a customer’s happy with your products or services, a solid identity helps build customer loyalty across your business.
People like to be associated with “good” brands. Customers are more likely to refer you to others if they have a positive feeling about your brand.
A strong brand identity creates an image of an established business that’s been around long enough to become well-known. A branded business is more likely to be seen as experienced and generally be seen as more reliable and trustworthy than an unbranded business.
A professionally developed brand identity also positions your company to work with larger organisations.
A brand identity helps you differentiate your business from the competition and appropriately position your brand. Developing a professional, creative identity design can help you stand out to potential customers in your market.
When you hear the name “Starbucks”, you probably picture its iconic siren or mermaid-like logo mark.
You might also think of the colour green, their “tall, grande, venti” naming convention, colourful tea drink posters, or the smell of dark roasted coffee.
These elements make up the Starbucks brand, not just the logo.
When I work with businesses to develop their brand, my first step is to send over my Brand & Logo Questionnaire. I want to learn as much as possible about your organisation and aspirations.
I’ll then move on to the Brand Strategy step, where I’ll obsessively research your business, who your customers are (or who you want them to be) and what your competitors are up to.
Then, together, we’ll define your brand identity. From this will come the tangibles – logos, tones of voice, colours, fonts, shapes and everything you need to tell the world who you are.
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