How to Build a Strong Brand Identity in a Competitive Market

Coca-Cola’s white swirling letters on a red background. Nike’s swoosh. McDonald’s golden arches. Patagonia’s commitment to sustainability. Google’s variable daily Doodle.

What do these things have in common? They are strong brands that are immediately recognizable. When you see them—or even just read about them—you can taste the flavors or commune with the passions that fuel them.

Your brand can become an icon, too. But in a competitive, over-saturated marketplace, you might be struggling to stand out. Below, we’ll outline time-tested tips that large and small brands have used to make their mark on the world.

Focus on Your Strengths

You can’t be everything to everyone, no matter how cosmopolitan your brand may be. Instead of trying to be everything all at once, identify your brand’s strengths. What are your company’s values? What problems or pain points do you solve? Who are you marketing to? 

This process is a bit like deciding on your top skills for your resume. Sure, you might be able to juggle and play pickleball, but are those skills relevant? Probably not. Likewise, your brand may offer products and services, have affiliations, or make content that isn’t relevant to your audience. Instead of wasting your energy on those things, focus on three to five core strengths.

Let Your Audience Get to Know You

Some influencers are afraid to show their face online. Some businesses feel like it would be a waste of time to tell their backstory or highlight their employees.

But these very things are what add the human element to otherwise cold digital communications. 

Think about it—would you rather seek advice from a consultant who looks into the camera as if he’s speaking directly to you, or one who uses an AI voiceover and stock video?

Likewise, would you feel more comfortable buying from an online store that offered no background information, or one that had an “About Us” page filled with photos and a charming story of years of service to a small community? 

The lesson? Once you’ve identified your strengths and values, let your audience see them in action. Use text, photos, and video to help them get to know you or your organization. People crave relationships, so give them enough information that they can feel like they are building one with you.

Create Consistent Visuals

Visual consistency is important for brand recognition. What if McDonald's suddenly abandoned its red and yellow logos, or Coca-Cola its red and white? You might feel negative emotions, such as confusion or distrust, wondering whether a product or message was actually coming from a trusted source.

You can do this in several ways:

• Use the same profile picture or logo across platforms.
• Create a color scheme and incorporate it into all your branding.
• Use the same fonts and photo or video filters when creating visual content
• If rebranding becomes necessary, help your audience become familiar with it before the launch

Interestingly, some brands piggyback on the brand recognition of other brands, even their rivals. For example, healthy fast food startup Mr. Charlie’s has adopted McDonald’s red and yellow kids’ meal boxes and golden arches, with a twist—the single “arch” is actually a frown. Above it are two X’s for eyes, making it a Frownie Meal instead of a Happy Meal. Mr. Charlie’s has labeled themselves “sarcastic disruptors,” and their satirical branding proves it.

Communicate Regularly

You’ve probably heard of “feeding the algorithm.” Depending on who you ask, this could mean posting to a social network twice a week or multiple times a day.

But don’t let your posts be the end. Regularly read comments and direct messages, thoughtfully responding to them. Consider setting up an automatic messenger to reach out to anyone who’s interacted with your brand.

Own Your Audience

No matter how well you brand yourself, you could lose touch with your audience in an instant if a given social media platform folded or suspended your account. The only way to truly own your audience is to connect with them via email. Despite oft-uttered complaints about overcrowded inboxes, emails are still the top contemporary communication method.

Encourage your audience to join your email list. Tools like LinkTree make it easy—you can include an email sign-up link along with other links. You can even use a lead generator, such as a coupon code or a useful downloadable document (a printable or a checklist, for example) to entice them to give you their coveted emails.

After you’ve received emails, don’t forget to use them. At a minimum, send out a useful or enticing email newsletter once a month. But at the same time, don’t overuse the privilege—daily emails are likely to result in unsubscribes.

Key Takeaways

Building a strong and recognizable brand is within your reach, whether your business is big or small, and no matter your budget. Remember:

• Highlight your strengths
• Let your audience get to know you
• Use consistent visuals to build brand recognition
• Communicate regularly
• Collect an email list to own your audience