How do you stand out from the competition? By creating a strong brand identity that differentiates your business from the rest. It’s a crucial first step in marketing your business and connecting you with your audience. But once you create it, you need to maintain it. Video creation can help you maintain brand identity.
What is Brand Identity?
Your brand identity is the face of your business. Investopedia defines it as “the visible elements of a brand, such as color, design, and logo, that identify and distinguish the brand in consumers’ minds.” Marty Neumeier defines it as “the outward expression of a brand, including its trademark, name, communications, and visual appearance.”
It’s how your brand looks, feels, and speaks to people, how your audience perceives you. A complete, well-defined brand identity helps your audience understand who you are.
Brand identity isn’t the same thing as branding though. It’s the product of effective branding.
Create a Strong Brand Identity
Creating strong brand identities is about consistency but also about establishing what that brand identity is in the first place. Your brand needs to cleverly affect the way your customers view and assess your business. It should also affect the way they evaluate your relevance to them.
But before you create your brand identity, it’s important to complete your strategy first. You need to:
- Analyze your company’s strengths, weaknesses, opportunities, and threats
- Determine your key business goals
- Identify your customers
- Determine your personality and message you want to communicate
Your visual design works in line with all of this.
Once you’ve completed and documented your brand strategy, you can focus on brand identity.
Column Five Media crafted a step-by-step guide to creating a strong brand identity that sets you up for success.
Maintain Brand Identity with Video Creation
Now that you’ve gone to all that work designing a successful brand identity, let’s talk about how to maintain brand identity with video creation.
Impact lists seven guidelines to follow to maintain brand identity and keep it strong. Take a look:
- Choose a “Voice”
- Be Consistent
- Know Your Audience and Buyer Persona
- Humanize Your Brand
- Be Original
- Stay Active
- Have a Strong Pre-established Brand
And what digital medium can you use to accomplish these maintenance guidelines? Video, of course!
Every video you create expresses the voice of your business with the vocabulary you use. Videos humanize your brand by showing your actual face, telling your story, and giving them someone your audience can relate to. And what better way to be original than to talk and relate to your audience. Video does that for your business because it shares the real and authentic you with the world.
Why Maintain Brand Identity?
A solid brand identity is critical in developing customer loyalty, customer retention, and competitive advantage. And it won’t happen if you’re not consistent with the use of your branding and creation of video. Stay active and use your branding consistently in the videos you create, and you’ll get to know your audience and buyer persona. Doing all of this will help you have a strong brand and maintain brand identity.
Video creation is the way to go from beginning to end for excellent business marketing. From establishing your brand identity to solving your customers’ problems, there isn’t a better medium than video.
Are you ready to maintain brand identity but you have no idea where to start?
Contact Edie Clarke of edieclarke.com to learn more. Your videos can be created consistently, easily, and affordably. Find out how today.
And please, join my Facebook Group to share your videos and comments.
Written by Edie Clarke of edieclarke.com
Edie Clarke is a video marketing strategist and video editor with over seven years of video production experience. As a video strategist, she helps her clients create and market videos that attract their ideal clients using basic video software, tools, and YouTube. Contact Edie Clarke today and go from invisible to influencer and getting clients!
