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13 Ways to Represent A Brand

Written by Steve Creamer on 3 July 2023
13 Ways Brand names effect business success by Peek Creative Limited

Represent a brand successfully in the consumers’ buying process, and you'll be surprised how impactful your brand identity can be. Since brand identity can be so impactful for consumers during the buying process, you’re probably looking for good ways to represent your brand. This article will go over many areas where your company can focus on representing your brand image. Keep reading to learn more.  

A sound marketing strategy is important for any business. Ultimately, the marketing strategy starts with the brand identity. Properly representing your brand’s identity will bring your company’s vision to life and increase consumer awareness. 



Represent a Brand by Creating a Narrative

A great brand begins with an idea. That idea usually has a story behind it. Creating a narrative can be a great way to represent your brand. This can give consumers an idea of what makes your brand special and leave them with a lasting impression. Ways you can create a narrative for your brand are:

  • Company Values
  • Mission Statement
  • Storytelling

Using each of these elements can help you represent your brand and gain more consumer awareness. 

Company Values

Many brands begin with the values that company leaders want to represent. This can often be what drives someone to start a business in the first place. A good first step can be writing down the core principles that your company wants to reinforce. You can use these values to represent your brand in many ways: 

  • Advertising: Showcase the company’s core principles in advertisements. Properly representing the company’s values in advertisements will draw in consumers who align with those beliefs. 
  • Employees: Hire employees who showcase or resonate with your company’s core values. Hiring employees who believe in these same principles will cause these values to translate into everything the company does. Ultimately, you will want to choose the right employees to represent your brand image properly. 
  • Operating procedures: If you want your company to represent ethical values, the company must operate ethically. Following proper operating procedures benefit the company, employees, and consumers. Everyone benefits when a company operates in a way that reflects its core values. 

Company values can be a great way to represent your brand. If your company follows through on those values in all aspects of business, it will give your brand more credibility in the long run. 

Mission Statement

If you search for any big company, they likely have a mission statement. A mission statement creates a narrative by discussing what the brand represents and what the company is working toward in its industry. Creating a mission statement can be a good way to present your company’s goals to consumers. 

Storytelling

Tell the story behind your brand is valuable. This can help customers get a better idea of the people who are a part of your company. You can tell your company’s story in many places, including:

  • Advertisements 
  • Company website
  • Social media pages

Any customer who sees the company’s story through these channels will have a chance to connect with the brand. Showcasing the company’s story will create a narrative that influences consumers by presenting the elements beyond your company’s products or services. This will help your brand be more well-rounded. 


Build Loyalty 

Loyal customers can be a great representation of a reputable brand. It shows that your brand provides customers with a good experience that keeps them coming back. A few ways you can build customer loyalty are through:

  • Good customer service
  • Loyalty programs
  • Referral programs

Implementing these things will build a loyal customer base that represents your brand well. 

Customer Service

Effective customer service is a great representation of a brand. Demonstrating that your company cares about giving customers the best experience possible is a calling card every customer wants to receive. Providing good customer service can be tough at times, but the benefit is worth it in the end. 

Loyalty Programs

Loyalty programs can give extra benefits to those who keep doing business with your company. These extra benefits can make customers feel like they are valued by the company and provide them with a reason to support your brand continually. 

Referral Programs

Referral programs encourage word-of-mouth advertising by offering your current customers additional benefits for recommending the brand to someone they know. When someone refers a brand to another individual, it creates loyalty and is a sign they really believe in what that brand has to offer. This can be a strong way to represent your brand. 


13 Ways to Represent A Brand by Peek Creative

Social Media

Nowadays, it’s important to have social media profiles that represent your brand. This helps consumers get a better idea of what your brand represents when searching for your company’s name. You can represent your brand through numerous ways, including:

  • Creating original content
  • Influencer marketing
  • User-generated content

Social media is a very effective form of marketing. Using any of these can be a good way to represent your brand and generate more consumer awareness. 

Creating Original Content

Brands that create original content that they post on social media stand out. If you can create content that is original and memorable, people will keep coming back for more. This will keep your brand name on people’s minds and help customers feel engaged with the company differently from your traditional marketing methods. 

Influencer Marketing

Influencers are celebrities and other people with a large following on social media. Companies can often pay influencers to advertise their products or services. Influencer marketing is a way you can gain consumer interest and represent your brand through social media outside of company-specific pages. 

One company that has a lot of success with influencer marketing is Airbnb. In 2015, Mariah Carey was the first celebrity to work with Airbnb. She posted a picture on Instagram showing that she was at an Airbnb property. After this post, the company saw an increase in sales. Since then, they’ve worked with many other celebrities such as:

  • Drake
  • Lady Gaga
  • Martin Garrix
  • Stefanie Giesinger
  • Wiz Khalifa

Using this social media strategy has proven to be very successful for the company. It is credited as one of the main factors that led to Airbnb’s growth in recent years. 

User-Generated Content

Taking advantage of content on social media that users have generated can be a good way to allow the customers to represent their passion for a brand. 

At times, user-generated content may happen organically through customers posting about a good experience with a company. This can be a good form of organic word-of-mouth advertising for a company and further emphasizes why good operating procedures and customer service are necessary. 

Companies may also create a campaign that encourages customers to make posts of themselves interacting with the brand or using a specific product. 

An example of this is ASOS, a fashion brand, who ran a campaign under the hashtag “#asseenonme.” ASOS asked customers to post pictures wearing their favourite ASOS outfit under the hashtag. This campaign generated nearly 2 million posts using #asseenonme and helped ASOS customers feel like they were a part of the brand. 


Website

A website is an important way to represent a brand. Having a website makes your company name searchable so that people can learn more about your brand. Some of the ways you can make your website fit your brand are:

  • Design: Ensure the design fits your brand identity. Choose a color scheme, photos, and a logo that fits your brand’s individuality.
  • Search Engine Optimisation (SEO): Using SEO strategies will boost your ability to represent your brand through your website. Choosing the proper keywords, descriptions, and tags are important elements that make your content appear more frequently in search engines. 
  • User-friendly: If you want your brand to have a high perceived value, make sure your website is user-friendly and runs smoothly. It’s important that people can easily navigate to the pages they want to find. You also want to make sure pages load quickly, so website visitors don’t get frustrated and leave. 

A website is a great way to give customers an image of your brand. If you implement these elements, you will have a website that properly represents and promotes your brand identity.

Find out more about: Website Design


Create a Blog

Starting a blog can drive more traffic to your website and be a great representation of a brand. Making regular blog content will:

  • Build an email list: You can create an email sign-up form that allows people to get emails about new blog posts. This benefits the company and customer, as an email list can be used for future marketing campaigns that tell your email subscribers about new products or deals. 
  • Encourage repeat website visits: If someone enjoys your blog content, they will likely keep coming back to see your latest posts. This encourages repeat visitors to your website and keeps your brand name on their minds. 
  • Give your brand a voice: A blog allows you to talk about industry-specific topics and voice an opinion. This can be beneficial for representing a brand, as it gives your brand a voice. This can give consumers a better idea of what your brand represents. 
  • Help with SEO: The more content you post to your site, the more likely your website will appear in searches. 

A blog can be a beneficial way to represent a brand. If you post regular engaging blog posts, you will see an uptick in website visitors and generate more brand awareness. 


Email Marketing Campaign

Having a list of email subscribers is beneficial for representing your brand in many ways. People who sign up for your email list have already purchased from or interacted with your company in some form or fashion. Through an email marketing campaign, you can better represent your brand and keep customers interested.  

There are many ways you can use your email list to represent your brand.

  • Company news: You can send out email updates with company news to keep customers interested and engaged. This can get people excited if you’re about to launch a new product or have an upcoming sale. 
  • Industry news: Your brand could also be a reliable source about the news that is going on in your industry. Sending out emails about new industry topics can keep your customers engaged and increase your brand’s reputation. 
  • Special offers: An email list can be used to make those who are subscribed feel like they’re a valued customer. You can offer exclusive deals that are only available to email subscribers. This can be a good representation that your brand cares about its most loyal customers. 

An email list is a powerful tool that can be used to represent a brand. If you implement some of these things, it can benefit both your company and customers. 


Start or Appear on a Podcast

Podcasts are becoming increasingly popular. This is due to it being content that can be listened to anywhere. A podcast can be a good way to represent your brand’s:

  • Personality
  • Thought’s on industry topics
  • Values
  • Voice

Starting a podcast can keep your customers engaged with what your brand has to say. It can also make your brand seem more personable. 

Appearing on a well-known podcast can also be a good representation of a brand. Doing this will allow you to deliver your brand’s message to a new audience and help you grow your customer base. 


Support a Good Cause 

Supporting a good cause promotes positive brand values and shows that you care about helping the community. Supporting a cause you believe in will benefit your company in the long run, as those who align with that cause will be more likely to support your brand

How did we help to ensure every mother can give her baby the best possible start in life, whatever her circumstances? By Peek Creative Limited
How did Peek help to ensure every mother can give her baby the best possible start in life, whatever her circumstances?

Gillette 

Gillette is a good example of using a cause to represent their brand. In February 2020, they started a campaign to sponsor a football program that provides role models for young athletes. This is part of their cause to promote positive images of masculinity. 

Gillette’s use of advertisements and community outreach to promote this cause shows that their brand cares about more than just selling products. This is why supporting a good cause can be such a beneficial representation of brand identity. 


Have a Voice

The voice is an important representation of a brand’s identity. It is about the way your brand conducts itself and speaks on certain topics. Having a voice that people can relate to can be a great way to individualize your brand.  

Yorkshire Tea

Yorkshire Tea is a brand that is known for having a unique voice in its social media content. They try to put real humanity into their social media messages by putting themselves in their customer’s shoes. This makes their social media posts seem down to Earth and relatable when discussing current topics of social importance. 

A good example of this was the brand’s response to COVID-19. Their social media posts started to have references to home offices and working from home in March 2020. This made their content relatable to people’s struggles during that adjustment period and kept the Yorkshire Tea brand on people’s minds. 


Sponsoring or hosting an event that your company aligns with can be a good way to represent your brand. People who attend the event will associate that experience with your brand name. Being an event host or sponsor can be a great investment to get people interested in what your brand has to offer. 


Paid media advertising can also be a good way to get your brand name to reach a wide audience. Paid media advertising can come in the form of:

  • Radio ads
  • Search engine ads
  • Social media ads
  • TV commercials

If you use any of these media outlets, you can get your brand name to reach numerous people at one time. You want to make sure that your advertisements align with your brand’s message and speak to those who will see or hear it. 


Educate Consumers

Making your brand an educational source can boost your company’s reputation. This can allow you to educate consumers about the products or services you offer or industry-related questions. 

By being an educational source, you can help solve someone’s problem or answer a question, along with keeping your brand name on their mind. This will help them remember your brand the next time they’re looking for a product or service in your industry. 


Product Packaging Design

The way you package your products is a representation of your brand. Packaging elements you will want to think about are:

  • Aesthetic appearance on a store shelf
  • Color schemes
  • Imagery
  • Logo

All of these elements are things that could lead someone to look at your brand over the competition’s. When creating your packaging design, you should keep your brand’s identity in mind. 


How to Represent Brand Identity

There are many ways you can represent your brand’s identity. When thinking about implementing these strategies, keep in mind your brand’s:

  • Image: What do you want customers to see when they think of your brand?
  • Purpose: Why are you selling your product or service?
  • Story: What’s the story behind your brand?
  • Values: What core values does your brand represent?
  • Voice: How do you make your posts or advertisements personable? In what tonality do you want to speak? 

If you keep all of these elements in mind, you will represent your brand identity properly. Your brand is what you make it. Go out and tell your story.



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