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4 Simple Steps to Enhance Your Brand Identity

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4 Simple Steps to Enhance your Brand Identity

Has your brand been able to cut through the noise of an industry that’s overflowing with competition? Do customers recognise your brand, know who you are and understand what you’re all about? If not, perhaps it’s time to redefine your brand identity. In this article, we will explore four starting points in brand building, so that you can assess your brand accordingly.

But first, let’s begin with the basics.

What is Brand Identity?

To put simply, a brand identity can be split into two components: Branding and Visual Identity.

According to strategist and author Tim Leberecht, “Your brand is what other people say about you when you aren’t in the room.” Branding focuses on communicating not only who you are and the kind of experience you wish to deliver to your customers, but also how you wish to be perceived by them. This is supported by your visual identity expressed by the colours, shapes, fonts, taglines, image style, and collateral you choose to use to convey your message.

All these elements put together paint a picture of your brand in the mind of your customers. But how can you make sure that the right image is being evoked? Or that people are actually connecting with your brand?

1. Know your Target Audience:

One of the essential factors when building your brand identity is understanding the demographics of your target market, their communication style, the social platforms they are most active on, and what their interests are. Having thorough insight into your target market is critical because it allows you to target the right audience and connect with them on a more personal level. You want your brand to be something customers relate to and actually wants to engage with on a long-term basis.

The most successful brands have managed to do this impeccably by personalising their brand and encouraging consumers to have a clear understanding of the company’s values. Take W Hotel, a world-renown boutique hotel as an example. From the logo down to the chic environment the company has created in its hotels, it is recognisable that the brand targets the fashion-forward trendsetter and understands their need for high-quality, personalised experiences.

Moving to the next point.

2. Determine your Unique Selling Proposition

What differentiates your brand from other restaurants or hotels in the hospitality industry? It could be your exemplary customer service, your use of digital platforms to activate a seamless hotel check-in/check-out process, your CSR initiative to help the earth by going sustainable, or even the locally sourced ingredients you use in your dishes.

Although perhaps the most challenging factor to distinguish when building your brand, it’s important not to be too concerned about what other brands are doing, but focus on finding what makes your brand unique. Once you have figured it out, you can make it the focal point of your communication with your customers on multiple levels to make your brand more recognisable and memorable amongst the rest.

super hospitality social media post did you know? design-related impressions

Your brand is what other people say about you when you aren’t in the room.” Tim Leberecht (strategist and author)

3. Keep it Consistent

Whatever you choose to share with your target audience, you must remember to deliver a consistent message. All of your platforms, be it your website or socially on Facebook, Instagram or even Snapchat, must be in harmony with one another in tone, styling of images, font style, colours and other elements of your visual identity. Remember, nothing pushes consumers to competitors faster than confusing, inconsistent brand messages.

4. Generate Enough Exposure

Brand building is never a one-time thing. You have to review it every now and then to ensure it is adapting to the times. That means staying up to date on the movements of your target market and adjusting your brand’s exposure on the platforms most popular and relevant to them. You must also check that your brand is communicating the right message and mission of your company and is generating enough awareness to attract potential clients as well.

Building a strong, distinctive brand identity can be a challenge. That’s where Super Hospitality comes to the rescue. Having worked with a diverse range of companies like Staytoo Apartments, The Student Hotel, and Rentin Brussels, we have the expertise to help you stand out too. All you have to do is get in touch!

rentin brussels stationary material

Corporate Materials
Company: Rentin Brussels
Branded by: Super Hospitality

doorhangers and flyer of public transport in the student hotel

Marketing Collateral
Company: The Student Hotel
Branded by: Super Hospitality

desktop, laptop, tablet and mobile website design for mata hari

Website
Company: Mata Hari Amsterdam
Branded by: Super Hospitality

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