You can leave out of your business many unessential details, but the brand identity is not amongst them. If you want your business to grow and prosper, a reliable, conscious, and recognizable brand identity is nothing less than essential.
Why is brand identity important? Because it answers the question: "Who am I?" It identifies your company, your values, your mission, your vision, your look. It is like your ID, and it represents the ultimate core of your company. Because of this, brand identity profoundly influences your positioning, your communication, your marketing, and the perception your customers will have of you. A positive one will gain your customers' sympathy and loyalty.
However, what's in brand identity, and how could you create a powerful one that fits your company? And how can Artificial Intelligence improve the process? We are going to find it out.
According to Investopedia, a brand identity is "the visible elements of a brand, such as color, design, and logo, that identify and distinguish the brand in consumers' minds." This may sound a little tight because it only comprehends the visible part of the brand. There is not a univocal definition of brand identity, that is also considered, in a more generic way, as "the personality of your business and the promise you make to your customers." We will talk about the latter.
Whichever definition you decide to pick, you must be sure that it is not an easy task to accomplish. Nowadays, the world swarms of companies in every field, and each of them tries to catch customers' attention. This means that you will need to build a strong identity if you want your products to pop into the minds of your audience.
You not only have to build a strong identity, but you also need to engage your customers and make them fall in love with your brand. A brand identity is made of many different parts, each to harmonize with the others.
Everything, from purpose to tone of voice, contributes to create an even and smooth structure. A little spoiler - do not forget the communication part that may comprehend the elements of the more classical definition of "brand identity" that we saw a few lines before.
That said, it is not all so poetic. All of these different parts may be complex to understand or to reach, but all of them are necessary. You may have no idea of how to engage your customers, or which tone of voice will suit your communication better.
What is in a brand identity? Which elements should you include? Defining a guideline to build your brand identity will be useful, because you will always have clear every step and every aspect of your business.
However, the moment you find out will transform your strategy. Let us know if you are going to use these suggestions - or if you are already doing it!
First of all, you need to have a defined purpose. If you do not have it, you better find it. Why have you created your business and your products? What benefits do they bring to your customers? Which element makes you unique in your niche? It is important to know because it will give you all the ideas about your positioning, your competitors, and your identity. This will be your true ID. You have to know your brand value. It is strictly bond to your purpose, but it is slightly different. You have to look for your elements of strength and how to keep it growing.
How does Artificial Intelligence help to define your brand identity purpose? One of the most important things to do in this stage is fundamental research in many fields. May, the customers like your products? What do people think about such a business? In this case, you can take advantage of an old friend we have already met, which is semantic research. AI can help you collect and select a huge amount of pieces of information about all that involves your business, your stakeholders, customers, and field. Find out your keywords, feed your AI-based tool with them - this one is a great example - and concentrate on the results.
You also have to work on your perception amongst your customers and prospects. You may have the most brilliant idea in the entire world, but your business is still going to fail if it does not meet people's needs and interests or if your business does not look desirable enough. And how exactly can you do it? Working on your product is a good point, but you also need to improve your reputation as much as possible. You have to find the perfect customers and to know what they need, but this is not enough. You also need to create a tight bond with them. How does Artificial Intelligence help to do social listening? To know your customers, you only have to listen, listen, and listen again to what they say. Listening to them is the best way to find out how to help them and what they think about you. Do they look for a classy brand? Do they expect a luxurious brand experience? Would they like a simpler and less intimidating environment? Your competitors' offer disappointed them for some reason? The more you find out, the better you will move. This research will be crucial to plan your next move. AI can help you by doing this job faster and in a more accurate way. In this way, you will have plenty of time to plan your customer journey or customer care service. Moreover, you know that you can achieve both of them with the use of AI, right?
Have you ever paid attention to your tone of voice? It changes many times during the day, according to the situation. You may be playful with your children, severe during an important meeting, funny and relaxed when you catch up with friends. However, your business needs to find its voice and stick to it, with some calculated variations. Generally speaking, it is better not to be excessively formal nor too confidential. That said, only you can decide which part of the spectrum suits you best.
How does AI help in finding a brand tone of voice? Social listening and semantic research can come to aid again. You can find out what people think about certain tones of voice (too stiff? Too friendly?) and work on it. You can even ask help to emotion recognition, which will let you understand which emotions your customers associate to certain tones. Once you have done that, you will be free to speak with your unique voice. It is great!
As we were saying, this may be part of the more classical definition of brand identity, the one that only considers the visual element. Communication embraces a considerable part of the brand strategy spectrum, from the type of content you provide to the platforms you use, to your logo, and even the way you say things. Which colours and shapes define your brand? Why did you choose them? Do you have a modern brand image or a more classic one? Do you want to bet on tradition or innovation? (Please, do not use them together).
Moreover, where are you going to communicate? Are you going to start a blog? Will you open a Facebook page, and maybe even a group? What about the website? You need to ask yourself where your prospects are more likely to meet your product. Answer to all those questions, and you will have the basis for coherent, organic communication.
How does Artificial Intelligence help in crafting a communication strategy? AI can help you in every passage of your communication. It can provide more accurate pieces of information about your customers to know how much they like your brand image. You can use an eye tracker to see on which parts of your website they are more likely to focus. AI can even help to provide optimized landing pages . You can find out which social media your target prefers and what kind of content engages them more. You could even optimize content creation and find out enough topics to start an interesting newsletter!
They may not be a direct part of your strategy, but it is better to keep them into count. We do not live in a perfect world, which means that competitors will always be here to face. This does not necessarily mean that you can not prevent it or even take advantage of it. If you can analyze what your competitors are doing, you may find a way to outclass them. How can AI help in identifying and analyzing competitors? Competitors are frightening but also fascinating. Why that brand receives so much love from customers? How has that one created such a new communication strategy? What does that fresh and luxurious logo communicate? Asking yourself questions about them and finding the right answers will keep you on track. AI can find a lot of pieces of information about them for you. Not only about the companies themselves, but also about their perception, their positioning, their communication, and their evolution. All of these pieces of data have an unbelievable value.
- Brand identity is the core of your brand, and it defines who you are.
- AI can help you to create one, with a lot more certain pieces of information in a fraction of time.
- Brand identity has many steps, and AI can boost each one of them.
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