Logos, colors, taglines, and font may seem like one-off design decisions, but they actually come together to create consistent, memorable customer experiences under the umbrella of brand identity.
Brand identity is how a business presents itself to, and wants to be perceived by, its customers. It is the result of how a company chooses its name, designs its logo, uses colors and visual elements, crafts copy in advertisements, and even how employees interact with customers. All these elements create a certain image in a customer’s mind.
In a world over-saturated with advertisements, social media posts, and video, a strong brand identity can help you break through the clutter. And, once you do catch your audience’s attention, your brand identity will help you stay top of mind.
Here are three reasons why brand identity matters:
A brand identity isn’t created overnight. Nor does it simply involve updating your logo or testing a new tagline.
A brand identity must first start with your customers. You need to truly understand your target audience before you can begin creating a brand identity that will resonate with them. Once you gather enough insights and research, you can tackle these five tactical elements of your brand identity:
Your company’s brand identity should appear in places where your customers already are. If your ideal customer is a sports fan, consider sponsoring an event in town. If you are trying to reach young audiences interested in makeup, partner with a beauty influencer on social media to repost your content. Consistently meeting your ideal customer where they already are will not only help to educate new customers about your business but will also build that much-needed recognition (and allow you to show off your shiny new brand identity!).
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Infusionsoft is now Keap. That’s weird to write, but it’s also exciting.
In 2001, trying to get Infusionsoft off the ground, there were many times when I wanted to quit. I’ll never forget my wife, after two years of struggling to survive, hugging me and saying, “Keep going.”
Over the last two years, we’ve talked with thousands of small business owners to get a deeper understanding of their unique challenges in today’s market. We learned that it’s harder than ever to succeed in small business. Customers expect more. On-demand is the rule. There’s no shortage of platforms on which to complain. A failed job or two can be damaging to your business.
Keap is our signal to the world—and to ourselves—that it’s time to make it easier to succeed. We’re on a mission to simplify growth for millions of small businesses. Our new name is a nod to the tenacity of the small business owner and encompasses everything we know to be true when it comes to success: keep going, keep serving, keep growing.
Along with a new name, we’ve expanded to two products. Keap, our newest product, is smart client management software that helps service businesses progress leads to satisfied clients. Infusionsoft by Keap is powerful CRM and sales and marketing automation software for advanced business needs.
Both are designed to make it easier than ever for more small businesses to get organized so they can deliver great service and close more business.
To your success,
CEO + Co-Founder