When we think about a strong brand, we usually think of the name, logo and colors of a business’s brand. However, a strong authentic brand runs A LOT deeper. Every successful brand has its personality, values and story engraved in every part. This is how trust and strong connections with their audience are built and ultimately lead to sales. It may seem effortless, but it is very intentional. Think: Apple.
So, what is a brand actually composed of? Here are the 5 main components:
- Identity
- Mission & values
- Messaging
- Brand differentiation
- Brand experience
When these five pieces are authentic and consistently woven into every corner of the business, it creates a strong and successful brand with growing sales. The brand identity, culture and personality are what boost the brand’s trust, loyalty and awareness with your audience.
Let’s break this down even more.
Identity - the “face” of your brand. The logo and business name are part of your brand identity, or the visual parts which people will instantly recognize your brand by.
Mission & values are what drive your business. What drives your brand to do what you do, what’s important to you? These are the parts that your audience connects with when your messaging is clear enough for them to see that their values align with yours.
Messaging is crucial. Your messaging should be clear, transparent, consistent and authentic to your true brand. Everything from your social media posts, blog posts, emails, advertisements, sales pages, ect should all have the same voice and vibe as the next. Strong brand messaging will help grow trust, dependability, credibility and relatability with your audience - which in turn creates stronger connections!
Brand Differentiation is what makes your brand stand out from the rest. This is what only your brand brings to the table - what makes you unique. Is it your expertise in what you do, or maybe it’s the process you use? Whatever it is, your brand’s unique value should shine through clearly in your messaging, too.
Brand Experience is the experience customers have with your brand and business. Customer service, social media interactions, in-person interactions are all part of your brand experience. When all of the above components are put together and in use, you’ll create brand experiences with your audience.
The most successful brands, such as Target, Starbucks and Apple, have strong subconscious connections with wide audiences. They’re able to do this through consistent, clear and aligned messaging and visual brand pieces. When you see their logos, packaging, or advertisements, you typically know what brand it is before they even tell you.
Developing and growing a strong professional brand is an evolving process. Even companies like Apple and Target are regularly re-evaluating pieces of their brand and readjusting to stay aligned as necessary. Maintaining those authentic relationships with your audience is an ongoing process too, but it makes all the difference when you align each of five key pieces of a strong brand!
Naturally, from a Brand Photographer’s perspective, professional branding photography plays a large part in a successful brand. Professional pictures and visuals, compared to iPhone shots and on-the-fly photography, purposefully evoke the emotions and trust you seek from your audience. They are an important tool to get consistent, aligned and on-brand visuals to use in your brand marketing. The pro’s are able to pull your brand’s personality and story front and center in your images that you can then use throughout all of your marketing plan.
If you haven’t yet (or maybe you have and want a refresh), let’s get you started with a professional branding photography session! Your social media presence and website will thank you!
Amy Crosby Photography serves Western Massachusetts and Southern New England.
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