Since the pandemic has started, entrepreneurship is on the rise. In fact, according to the Labor Department, about four million workers in the U.S. alone quit their corporate jobs in April, a 20-year record. This influx of new emerging businesses are needing to affirm themselves visually, creating an impact that goes beyond a pretty logo on a social media profile.
This means that it’s becoming even more important for your brand to stand out since first-impressions are now made online instead of in-person. You don’t necessarily need to start thinking about rebranding, but you should ensure you’re giving your brand the best possible chance. Keep reading to find out how to stay ahead of the curve, and stand out from the crowd.
Create a true experience.
Let’s say a client discovers your Instagram profile organically. What happens next? What’s the journey you want them to take?
The way you take them from visitor to lead to client is by creating surprises across your brand touchpoints. Touchpoints are the different ways people can come into contact with your brand. They’re tangible outputs that represent your brand, digital or not.
Your client’s experience doesn’t begin and end with Instagram posts nor your logo. It’s the customer service, the packaging, and unboxing, the way you write your emails. All of that has to work together.
Think beyond your logo.
Your logo is the least important part of your brand. Shocking, but it had to be said. Consider the emotions you’d like your brand to evoke and the reputation you want your brand to have. Do all your platforms have the same voice and communicate the same message?
In 2018, Forbes stated that “consistent brand presentation across all platforms increases revenue by up to 23%.” Consumers really judge your brand by how it looks, and when you’re all over the place with visuals, you’re not only coming off as amateur-ish but you’re also spreading different messages to your audience.
Take time to check each brand touchpoint and ensure colors, font styling, and the overall look are consistent throughout the whole customer experience.
Forget about trends.
I once had a client who told me she mistook a post from another account for her own. Trust me, you don’t want that to happen to you. A couple of years ago, a trend would last two weeks. Now, with so many people entering the space at the same time, trends can’t keep up with this rate and are now outdated in two minutes.
So, don’t rely on them. In fact, most trends won’t even be the right fit for your brand and business. Try to control your shiny object syndrome and with each impulse to change things around ask yourself how that contributes to your big-picture messaging. Otherwise, you’re just blending in more and more.
Focus on your clients.
It’s much easier (and smarter) to extend the lifetime of your already existing clients than constantly finding and nurturing new leads. Social media is a great tool (but only one of your whole toolbox) for creating awareness for your brand, but everything has its place.
Instead of focusing all your efforts on social media, focus your energy on your existing clients. Those who have already worked with you and experienced the whole journey you provide, are the best source for referrals and increasing trust with other potential clients. Plus, they’re a lot more likely to buy from you again.
Make sure you’re checking in periodically with your existing clients, continuously proving value to them, and making things easier for them to refer their friends to you. Be personal above all.
“Your logo is the least important part of your brand. Shocking, but it had to be said.”
About the author: Eva Couto is a brand designer and strategist who helps creative business owners stop hiding behind their brand insecurities so they can become that confident CEO they always wanted to be, through the power of bold and fearless design.
Featured image: Create & Cultivate