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A persons sits at their desk looks at a computer and laptop with paint swatches, demonstrating brand identity creation.

The Importance of Establishing a Resonant Brand Identity

Businesses are a dime a dozen. There is always a new company being established that offers the same or similar products or services. So, what does a business do to ensure success in a sea of competitors? To establish a successful business, you must create a solid foundation. Even more than that, a business must build its reputation and customer trust to improve brand resonance.

Here’s what you need to know about establishing and improving a resonant brand identity. 

What is Brand Identity?

To improve brand identity and resonance, it is important to understand its elements. Brand identity could be summed up as the various components that allow customers to recognize and distinguish a company from all the others. 

These are intentional decisions within branding for a business to portray its desired image to customers. Examples of this include:

  • Choice of name
  • Logo design
  • Logo and promotion design elements (i.e., colors, images, shapes)
  • The verbiage used in ads and promo
  • How employees interact with customers and clients

All of these elements play an important role in establishing an image with customers. Visual elements are a huge factor in creating a reputable image for customers to connect with the company, as it allows customers to recognize and connect with a business over their competitors instantly. 

For instance, it is always easy to recognize the Apple logo, Nike swoosh, and more, as they have established dominant brand identities. Of course, not every business has to become a household name like those. Yet, creating a brand that future customers can know and trust is critical to success. 

Improving Resonance in Brand Development

Now that we’ve covered what it means to create a brand identity, let’s look at what it takes to make that brand resonate with customers. The foundational meaning of brand resonance is the emotional and psychological connection that customers develop with a business. 

Let’s break down the elements that contribute to brand resonance.

  • Emotional Connection: Customers can develop some level of emotional connection. Typically, this happens when their emotions and values align with a particular company. This can be done in several ways, but businesses must find tactics to connect with the customer. For example, consider YouTube and other content platforms that recommend content the customer traditionally connects with. 
  • Trust and Familiarity: Customers will return to brands that offer a sense of trust, loyalty, and familiarity. Amazon is a great example of this in a multitude of ways. When customers go to Amazon, they know to expect a site where they can find their product, look at reviews, find similar recommendations, and have a streamlined purchase process. These factors keep customers returning to Amazon for most of their online shopping needs. 

Image is a Key Stepping Stone

Before a company can develop any sort of brand resonance, it needs to have a solid brand image foundation. A business needs to represent itself to customers through its logo, interactions, products, and services as a place that can be trusted. 

Far too many businesses look at the end goal of selling to customers, but they may only get one purchase. While this may be successful in the short term, developing a brand image and resonance is what will keep customers coming back in the long term. 

Improve Your Brand Resonance with Web Content Development

If you want to improve your brand image and resonance, we can help here at Web Content Development. Our decades of experience in marketing and more have allowed us to help countless businesses achieve resonance like never before. Through targeted strategies and campaigns, we can help build your customer’s trust and connection. If you have any questions, call us at 1 (866) 352-5570 or email us at info@webcontentdevelopment.com.

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About the Author

Erica D’Arcangelo – De Silva

Erica D’Arcangelo – De Silva has worked in the Internet marketing industry for the last 20-years. Erica is the top-secret SEO weapon to marketing and advertising agencies in the world. She has generated over 300+ million in revenue for high-value brands such as Walmart, Pottery Barn, iRobot, Cutting Edge Firewood, Kelley Blue Book, and many more. Erica has custom-created more than 1,000 content, SEO, and marketing strategies which held the key to doubling and tripling online traffic, and marketing ROI. She has also authored a series of online publications including The Digital Branding Survival Guide, Million Dollar Marketing, 5 Steps to Increase Web Traffic by Blogging, and Repairing Your Online Reputation.