Nailing your brand identity is huge – it’s your company’s personality. But how do you toe the oh-so-difficult line between arrogance and authority? 

Branding used to be about simply picking a logo or colour scheme and letting the product do the talking, but increasingly consumers are shopping around with more choice on offer. It’s not just about being the cheapest, you need to be reliable (plenty of reviews) ethical (treat your staff and customers fairly) and environmentally conscious wherever possible. 

Authority vs arrogance

So, you want your brand to be seen as knowledgeable? It’s all about how you showcase that knowledge; give consumers information and ‘freebies’ that will help them through their buying journey. 

Instead of being ‘that’ company that talks down to them, converse with them and show them you understand their pain points. Create blogs with further information on certain products that may be more difficult to understand. Use feedback to enhance them further. Tread carefully to avoid being seen as arrogant and deep dive into what your customers want, rather than telling them what you think they want.

Be the brand you’d want to deal with

When you’re brainstorming brand concepts, start by thinking about the brands you personally align with. What is it that makes you like these brands? Can you adopt any of these principles? 

It’s important to have relatable values at the core of your branding; it helps your employees align with you and it helps customers buy into your ethos. HINT – ensure your customer service process is in order as that is what keeps customers coming back.

Learn from the best

If you see a brand doing great things – take note! A great exercise at the start of your branding journey is to look at some of the big hitters and get ideas from them. How often do they tweet/post on social media? What kind of topics do they discuss? How do they interact with their customers? 

Looking at bigger brands around the world can give you some inspiration and ideas on what they’re doing right and at times – what they’re doing wrong.

Tips for creating a brand

These are The Copy’s top tips for creating a brand;