A well-defined brand identity is the foundation of marketing your online business. When people can connect to your business as they look through your website, they’ll be more likely to buy from you. Back this up with quality products, and you’ll begin to build a loyal customer base that supports you while you continue to make improvements to meet their needs better. We provide tips for creating a strong brand identity that will draw people to your business.

Establish a Target Audience

Determining the type of consumers you want to sell to is the first step in constructing your brand identity. Think about who would most likely benefit from your products and what they would look for in a company. Use this to guide the design choices you make with your website and product packaging, and let it inform how you interact with customers. From there, carve out your own niche in the market by catering to a specific problem or need that your target audience may have.

Put Effort Into Visuals

Visuals have an immediate impact on how people perceive your business, so putting effort into them is also a tip for creating a strong brand identity that you should follow. Even if your products are great, a shoddy-looking website and forgettable logo could detract from your success. Work to make an attention-grabbing logo that’s reflective of your business. For example, if you’re trying to set a lighthearted tone, your logo might include bright colors and round shapes. Conversely, if you want to come off as upscale, a pared-back logo may be a better fit. As for your website, your aim should be to provide plenty of visuals and a polished, easy-to-navigate layout. With high-quality product images, consistent colors, and suitable typography, you’ll be able to display your brand’s personality while improving the customer experience.

Form an Authentic Story

Forming an authentic story will help to increase your brand’s positive image and make it more relatable. Include the backstory behind how you started your business on an “About Us” page to give a face to it. It’s also possible to intersperse a message throughout your website in other ways. Many business leaders seek to support specific causes through their brands. If you have such a cause, consider talking about how your products are in line with it or communicating how you will make efforts toward it when people purchase your products. These statements could go on the home page or product pages. To illustrate, if sustainability is important to you, you could focus on sustainability practices and make them a part of your visible brand identity. Consumers who support similar causes will be more likely to get on board with your brand because your values match.