Keys for your brand to be in the mind of the consumer

One of the most common mistakes from both new and established marketers is to think of your brand only in visual terms. If I design a good emblem and establish a recognizable visual presence, clients will come, right?

The reality is that creating a trademark that is recognizable without having to explicitly say the company name is a more rounded process than you power contemplate.

"A brand is more than a logo," explains journalist Ramona Sukhrajen in a report for the business magazine Impact. “It is a tone of voice, a feeling, a series of expectations that arise when people hear the name of your business. They are the values ​​and emotions to which your business is associated ”.


Set up your identity

The first step in starting a strong brand is to think about the characteristics, values, and attributes that make your business unique. This will allow it to be among the first options of your clients, what is known in the corporate world as " top of mind ".

"After thinking about this, you have to look for a visual identity that echoes those features," describes Javier Hernández Acosta, director of the Unit of Business Administration at the Universidad del Sagrado Corazón (USC).

Visual identity is everything you create around the brand: logo, fonts (typeface), message, customer communications, content. "That is what will be important in the mind of the consumer," he says.

As an exercise, Hernández Acosta indorses personifying the brand, in order to find those attributes. This will make it easier for the consumer to associate certain characteristics with your brand. But be careful not to be inconsistent in your message, as this can be detrimental to the business.

"The best way to handle this brand recognition is consistency in all elements of the message," says Hernández Acosta.

For the teacher, the association process happens so fast in the mind of the consumer that you cannot create doubts or confusion. That is why he recommends developing a style guide for the brand and making thoughtful decisions about changes in colors, fonts and tone of voice, among others.

Know your market

Another important variable is to know well the market to which you belong. "If you do not understand your market, it is very easy to create communications that are too broad or that do not correspond to the needs of your customers," elucidates Zach Beatty, Promotion manager of Blue Fountain Media, in an conference with the digital medium Business Insider. “This can be challenging for new brands. If they try to appeal to too broad an audience from the start, they can end up alienating potential customers, ”says Beatty.

For his part, Hernández Acosta emphasizes that you must establish a relationship with your audience —a conversation where the client feels that they can “co-create” with the brand.

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