CMOs: 3 Recommendations for Creating and Maintaining a Stronger Brand Identity

In the age of digital over-saturation, standing out with a strong brand identity is crucial,
as to engage new customers and retain old ones. Having a memorable and solid brand
identity is necessary to catch eyes and hold them.

In the article Developing a Tone of Voice for Your Brand Can Solidify Your Presence in
Consumers' Minds by Casey Halter, published in AdWeek, Halter outlines the many
reasons why companies should be constantly striving to create and uphold a tone within
their public-facing communications. She notes that given the increase of content
channels, brands must also increase the amount of content they are putting out to
satisfy all channels; however, this content must engage and create a relationship with
the viewer. The most important aspects, she writes, in creating this tone is to have a
close and holistic understanding of the brand as well as understanding who the brand is
communicating to. She uses Denny’s as an example of a brand who has adopted a
surreal but funny tone to create content that will always generate buzz.

Image from MarkGrowth

In the article How to Develop a Unique (& Memorable) Brand Identity in 2019 by
Kathryn Wheeler, published in Hubspot, Wheeler gives a concise but extensive
rundown of the many parts that makea brand’s identity. Understanding your brand’s
core values and audience, as well as having a memorable logo are all key things that
must be done before integrating these items into the content that has been created
for public communication. Wheeler also stresses the importance of knowing what to
avoid, including mixed messages and inconsistency in messaging.

Based on these articles and what I have learned in my studies as an Integrated Marketing Communications student, I recommend these 3 action items for strengthening
a brand identity.

- Have a voice. Companies that do not have a voice on social media channels have
a harder time communicating their brand essence.

- Be collaborative. Make sure all key stakeholders, from copywriters to salespeople,
have a say in creating the voice of the brand.

- Monitor the competition. Keeping an eye out for what others are doing in your
industry are doing in terms of brand identity is crucial, as you don't want to overlap
in your messaging with competition.

Having a memorable brand identity can only serve to better you brand, as it helps
imprint your
company in the minds of viewers.

Jesse Zhou is a senior at Northwestern University studying Radio/Television/Film and Integrated Marketing Communications. He has worked for Closed Sessions Recordings and CUSP Magazine, as well as working with the teams behind musicians such as Chance the Rapper and A$AP Rocky. 

Visit fmljesse.xyz for a detailed look at Jesse's portfolio.