In today’s competitive marketplace, having a great product or service isn’t enough. In 2024, competition will stand out on social media, engage with clients, and develop unprecedented loyalty with their audiences.

If your business is still solely relying on referrals and testimonials, you are missing out on an incredible opportunity to build your brand. That’s why in this blog, we’ll go over what brand identity is and how we at Blue Orchid Marketing can help cultivate one for you.

Business Vs. Brand

To Hubspot, a brand is not just a company logo but also the personality and values that your business conveys to the public. For Blue Orchid Marketing, that means creating content, leading with informational value, and starting online conversations.

While a business sets up a shop to sell a product or service, a brand scales its presence to sell something larger than itself, that is, a community. What you get from a brand is an experience, something to join and delight in, whereas a business does not make such an effort to resonate with its clients.

Any business can become a brand, and contrary to popular belief, it does not require lofty goals. Through visual continuity, community engagement, and a well-prepared content strategy, you can differentiate yourself from competitors, retain clients long term, and establish your business as the leading authority in your area and beyond.

Who Are You?

1. Identify demographics: Who is your target audience? Figuring out what social media platforms they exist on, what language they resonate with, and their pain points are all initial queries that dictate how you convey your brand.
2. Value Proposition: What does your team specialize in? Identifying services your business provides better than others or unique attributes of your team can help establish go-to touchpoints to emphasize online.

Fostering Community

1. Visual identity: Develop a logo, color palette, and typography that reflects your brand personality.
2. Brand voice: Establish a consistent tone and style for your written communications, whether on your website, social media, or marketing materials.
3. Customer service: Train your staff to embody your brand values and deliver exceptional service that reflects your brand personality.
4. Content Creation: Start posting information, behind-the-scenes content, and other topics relating to your business.
5. Social Media Engagement: Engage with potential clients online. Respond to comments, ask questions, and reach out to potential clients who don’t yet follow your accounts.
6. Consistency and continuity: From punctuation to color scheme, be congruent across all channels. Similarly, brand identity requires patience and nurturing. Show up for your brand every day to build loyalty and trust.

Want guidance on how to build your brand? Contact Blue Orchid Marketing today to see how we can help strengthen your community. You can call us at 203-746-5901 or email us at sales@BlueOrchidMarketing.com to schedule a consultation.