Your brand identity is the visual outward expression of your business. So the more appealing and positive it is to customers, the more likely they are to buy from you.
It’s integral to converting new customers, fundamental to your referral strategy and key to why clients keep returning to you, year after year.
But how do you review and enhance such a valuable asset? Well here are three action points:
- Decide whether you’re presenting the most engaging image of your business across your marketing communications. Is it appealing to your target audience?
This broker for example has positioned themselves as being local; a highly effective strategy as people prefer to support local businesses when they can.
- Now review your website, social media and other channels. Will potential clients be impressed by what they see and ‘feel like they’ve come to the right place’?
- Finally make sure that your brand identity is consistent across all your marketing communications. Inconsistency is the number one branding mistake that companies make.
A key element of this will be creating mandatory design rules that cover your brand colours, typeface, logo and strapline. Also consider the tone and sentiment of the copy you’ve written.
Ultimately the purpose of an appealing brand identity is to support the positive relationships you have with your customers, so that they see you as ‘my broker’. Someone who they can trust to sort out their particular insurance needs, who they’re proud and confident to recommend to friends, and who they’re happy to return to year after year.