Why Is It So Complicated To Develop The Brand Identity For The New Business
Nowadays, there are new businesses being started every year even by first-time entrepreneurs. Indeed, it has become relatively easy to start your own business and successfully grow it over time.
That being said, there is often one key element missing – branding. Many inexperienced business owners don’t know about branding or don’t understand it. It can be very difficult to develop your brand identity, but it is necessary. Hence, here’s why it is so complicated to develop the brand identity of your new business.
Why Do You Need Branding?
First and foremost, you need to understand why you need branding in the first place. Here are just some reasons why you need to consider your brand image seriously when setting up your new business:
- It Humanizes Your Company: By creating a specific brand identity for your business, you can humanize your company. This, in turn, will help you connect with your audience better (e.g. by using branding on social media or simply 70’s graphic design collection work with), gain returning customers, build trust and loyalty, different way of marketing and so much more. Essentially, you will be creating a personality for your brand.
- It Gives You a Competitive Edge: Branding is meant to help you stand out and become a distinct entity on the market. Moreover, it can give you a competitive edge over other companies in your niche and help you become an important player.
- It Helps You Influence the Market: Have you ever noticed that trends started by big brands are often picked up by smaller brands? That’s the power of branding. You have an influence on the market and can potentially impact the way your competitors behave and the decisions they make.
- It Can Help You Attract Talent: What really makes a company successful is the people behind it. With a strong branding strategy, you can attract talented people who will want to work for you and further improve and grow your brand.
#1. Most Things Have Been Done Already
So, why exactly is it so difficult to create a specific brand image for your business? The first reason is that most things have been done already before you even thought about them.
There are so many brands around the world that there is almost always a company with the name you want to use, a brand that uses a symbol you want to use for your logo, and so on. Moreover, some businesses might not be active anymore but they may have used the kind of brand name, logo, or design that you want to use.
Angela Young, a branding expert and writer for the best essays writing services, explains, “This is not a problem in business but rather something more universal. Art suffers from this as well.
There are so many books, movies, paintings, and songs that don’t stand out because they seem like copies of what has been done before them – in many cases, done much better.
Likewise, many new businesses that are founded nowadays are nearly identical to their competitors precisely either because they try to use the same formula or because they weren’t aware of the existence of a similar brand.”
#2. You Have Limited Options to Choose From
Another reason why creating a unique brand identity is so hard is that you already have limited options to choose from before you even start thinking about your image.
It’s not just the fact that you will probably want to exclude from your list of options what other brands have done. It’s also the fact that there is a certain number of colors that exist that you could use for your color scheme and brand logo design.
Likewise, there are certain brand tone characteristics that appeal to most audiences, so you will also have to only choose from them. You can’t be too rude with your audience, but you can try to be cocky or sarcastic.
This already limits what kind of personality you can create for your business. Of course, the important task is to find an original approach and use your options wisely.
#3. Some Niches Are More Competitive Than Others
One more reason why you might be struggling with your branding is that some niches are simply more competitive than others.
Just think about it: if there are more companies in a specific niche, there will be fewer options for your own brand identity. You could outright copy another successful brand, but such a strategy is too risky and not always profitable.
This is precisely why you need to perform a lot of research before you decide to finalize your branding strategy. You can hire an expert writer from the writing services reviews site Supreme Dissertations to perform this research for you and create a comprehensive report about all your competitors.
This way, you will be aware of their branding and will be able to make better decisions in terms of your own brand identity.
#4. Standing Out Is Hard When Everyone Tries to Stand Out
Speaking of your competitors, it is incredibly difficult to truly stand out when everyone is trying to stand out. If every brand (or, at least, most brands) tries to be different from others to catch the eye of a potential customer, then all the brands end up looking too “different”. This has kind of an inverse effect where nobody actually stands out.
On the flip side, this is precisely why simplistic and minimalistic brands can still be very successful. If everyone else is trying to stand out by using more colors, then going with something neutral and minimalistic will actually help you stand out.
One notable example of this is The Ordinary. This Canadian skincare brand offers products with a minimal number of ingredients and its simple white product packaging as well as its brand name represent this approach perfectly.
#5. Applying Branding in Practice Is Difficult
Lastly, it may be easy to create a brand identity for your company that will actually be difficult to implement in practice.
The reason why The Ordinary’s strategy works so well is that the company’s philosophy for its products is directly related to its approach to branding and product packaging.
When there is such a symbiosis between branding and business, the two work perfectly together. The only problem is that this is not always the case for many companies.
For example, one of your potential customers might be a student who wants to get a paper written and searches for writing services who could do this. They come across your blog that is attached to the company website and read a post on a topic completely unrelated to your writing services that they could be interested in.
This ultimately drives the customer away because they aren’t even aware that you offer the services they are looking for. In this case, you decided that a blog post on the topic you chose would be great for your branding but it turned out to be irrelevant to your services which made the branding attempt pointless.
Branding Best Practices
Now that you realize the importance of branding as well as the reasons why it can be difficult to craft your own brand identity, it’s worth taking a look at branding best practices.
These will help you craft a brand image for your company that will stand out from the crowd, attract the right customers, and more:
Do Your Research:
As simple as it may sound, you really need to treat your research seriously and do it properly. Research your audience and your competitors. Understand what the market is like. Look at your own offer and how it fits into the picture.
By knowing what has been done before, what appeals to your customers, and what you can offer, you will be able to create a brand identity that will perfectly represent your company.
Think of Your Mission:
Once you have looked outside, it’s time to look inside your company. Think of your mission. Consider your values and vision. Take into account your company culture.
All of these play a big role in the way you construct a personality for your brand image. Do you want to be funny and easygoing? Do you want to be serious and professional?
Perform a SWOT Analysis:
There is nothing better than the good old SWOT analysis to accurately understand your own strengths, weaknesses, opportunities, and threats. These are connected to the business side of branding, so they do play a big role in helping you determine which direction to go in.
Plan Out Everything:
And by everything, you really need to plan out everything. From your brand name to your color scheme to your logo to your slogan. Your brand tone, typography, etc. all need to be documented in a set of rules for your branding strategy.
Keep in mind that the way you apply your branding in practice can vary across different platforms and channels.
Apply Branding in Practice:
Once everything is planned out, you can start applying your branding in practice. Be consistent and evaluate the performance of the different aspects of your brand image.
Because your business is new, you can still change certain aspects of your brand identity if you see that something isn’t working the way you want it to. Just make sure that your corrections are meaningful.
To sum up, developing a unique brand identity that helps your business stand out is definitely possible.
Yet, you need to do your research well and understand your competitors as well as your audience before you attempt to create your brand image. Use the tips in this article to guide you and help you create your own branding strategy.
About the Author!
Anna likes writing from her university years. When she graduated from the Interpreters Department, she realized that translation was not so interesting, as work for the best essays education writing services. She trains her skills now working as a freelance writer on different topics. Always she does her best in the posts and articles.