Running a successful business in Toronto will take more than just a solid marketing plan. In order for you to grow a long-term business, you need to not only stand out from the competition, yet you also need to have a set of values and create a unique experience for each one of your customers or clients. Many businesses fail because they do not take the time to develop their brands identity and purpose.
Brand identity is how customers and clients will relate to your business. It is what they can expect with each interaction, it is what makes your business memorable and it is what customers and clients will make a connection with. There are many elements that go into building a strong brand identity such as; your website, social media presence, marketing, all the way down to the color palette that represent your company and its logo. All these elements are what will make your business stand out from the many others in the city.
Building Brand Identity in Toronto
Toronto is a Diverse City
Toronto is a highly diverse and multicultural city that includes a myriad of beliefs perceptions. Being so diverse, people have endless options when it comes to choosing a particular brand over another. With so many options, the appeal of price is not always the defining factor is obtaining customers. In addition to cost, experience and connection are two important factors for Torontonians when it comes to choosing a particular brand. Often times potential customers and clients base their decisions on the identity of a brand. Identity is not only something that brands have, yet it is something that each and every person carries with them, it is your belief system and what you stand for. This translates into the decisions and choices we make on a daily basis, from the coffee shop we grab coffee from, to shoes we wear everyday, to the image we share as our profile picture. Identity is the sole thing that makes each and every person unique.
You have to have a plan when it comes to developing your brand’s identity and this all begins with who are trying to reach. As mentioned previously, Toronto is diverse and trying to appeal to everyone is simply impossible. Taking the time to access who your product or services target specifically is crucial in determining the scope and direction that your business requires. Exploring other similar competitors will also prove itself valuable in distinguishing your brands uniqueness from another. Additionally, establishing gaps within your particular market will enable the opportunity to target the missing pieces that others are not targeting. Making use of theses findings are all key to the success of your business amongst the umpteen others in the city.
Promoting Your Brands Purpose
Every business needs to have a focused vision. Along with a vision determining, a set of expectations to uphold are equally as important when targeting a select group of potential and reoccurring customers. A clear vision with appropriate concise expectations are vital in the reinforcement of your brands identity. With theses in mind, the scope of creating impactful promotional content becomes much clearer and more specific to your target audience. Having a greater purpose from the beginning will enable both staff and customers to better interpret the reason for the actions you take as a brand. Purposeful actions will in turn be a driving force behind attracting customers to be continuously engaged and involved in your brands beliefs and overall scope.
Connect With Your Clients or Customers on a More Personal Level
Think about the companies you can easily identify. What is it that makes them stand out? Chances are it is more than just a logo or color scheme. What people remember most about a brand is the personality of that brand. You need to treat your business as if it were an actual person and this means it needs to have a personality that people can connect with. When your brand can engage and connect with customers on a more personal level people will feel more confident, emotionally attach and will be more trusting of your business. Work on letting the personality of your brand shine through every medium that your customer is able to interact with it.
While bringing in new customers it is always a goal to strengthen that bond as much as possible to turn these new customers into long lasting loyal customers. Repeat customers can make up a huge percentage of your overall sales, but how do you make new time customers into loyal customers? It is through your brand identity. The standards your company sets with each interaction it makes with customers, the story behind your business, your mission, vision and unique traits is what customers will identify with. Each time you interact with a customer is a chance for you to strengthen and reinforce the value of your customers and making them feel unique. The greater connection you make the more likely that customer will be inclined to continue engaging and wanting to purchase products or services from you. Always seeking to improve on your customer relationships is essential in formulating a stronger bond hoping to turn them into a loyal customer.
Stand Out from Similar Brands
From your logo and tagline, to the stationary and packaging you use; these are all elements that can help reinforce your business’ identity aiming to stand out from your competitors. You want to have key elements that make your brand easily identifiable and memorable. This is vital when growing your business in a diverse city like Toronto because customers have so many other options.
Building your brand identity should be a fun process. While it can take some time it is vital that you work on creating a solid identity for your brand. Not only will this allow your business to grow you will retain a larger number of loyal customers that will continue to choose your product or services no matter how many competitors there are in your market.