Why should you have Bold Branding?
There’s a reason bold branding does better. Pushing boundaries and creating change is more noticeable than going ‘by the book’. As more businesses realise how powerful good branding is, it becomes harder to stand out.
And that’s what you want to do, right? No one likes a wallflower.
Branding is vital for businesses because it is how you communicate with your audience. People won’t purchase from a brand with messy or unclear communication. It’s that simple.
Effective branding communicates your purpose and attracts ideal clients. It also helps you stand out from your competition. If potential clients can’t tell you apart, their purchase becomes based on chance.
And you don’t want that.
That’s why you must prepare to plant your banner – arm yourself, be bold and stand up for what you believe in, even when the world seems to be against you.
This article will provide you with strategies for bold branding – how to stand out and be remembered.
When you pay in steel, you show you’re willing to fight to be remembered.
Understanding Bold Branding
So, what is bold branding.
Well, first, here’s what it isn’t – shock value.
Shock and awe can be great if you’re a rebel brand. But you can still be bold without rubbing people up the wrong way. You don’t need to be loud or in-your-face. Subtle brands can be bold too.
Being bold is about courage, conviction and confidence.
To be bold, you need to have the courage to be different. You need courage to put yourself out there which requires the conviction that your way is right.
You should also do this consistently – you can’t be bold one minute and timid the next. Bold branding is a lifestyle, not a passing fancy.
The benefits are enormous – and not just external.
Having a bold brand means you gain tremendous clarity. Uncover your brand’s ‘who, what, when, where and why’ to build strength and consistency. These factors make your marketing clear and create a more focused sales process.
Want some examples? Here are a few famous ones:
Nike – probably the most famous example, Nike is a bold brand that advocates for prowess and innovation. As a hero brand, it inspires courage through bold imagery and focused messaging. The tagline, ‘Just do it’, is a perfect example of bold messaging. It’s actionable, powerful and dynamic.
Burger King – Another big, bold brand is Burger King (I swear, I’m not deliberately putting in all this alliteration). With their recent rebrand, Burger King has created a bold colour palette immediately reminiscent of their signature product – the Whopper. Look at those colours and tell me you don’t see a burger, I dare you.
Bold branding is all around you – and while they are all different, the one thing they have in common is confidence in what they are.
Strategies for Bold Branding
There are several strategies you can use to build a bold brand. However, first, there is a crucial factor to remember.
You need to be authentic.
If you don’t believe you can consistently demonstrate boldness and courage across all your marketing efforts, then a bold branding strategy may not be a good fit.
As mentioned before, brands succeed or fail based on consistency. This is even more the case for bold brands. Any hint of timidity will push clients away from your brand.
1 – Know your target audience
One of the most vital aspects of branding is knowing who you are targeting; there’s little sense in going to market if you don’t know who you want to attract. It’s all well and good having powerful messaging, but if it isn’t landing your boldness will go to waste.
Firstly, identify your target audience. Discover the problems they have and how your solution changes their life. Look at their emotional state before they are your client and the ideal transition you want them to go through. Use this to build a strong sense of the emotional core of your brand.
Next, look at their preferences. What do they like and dislike? What are their needs and desires? Understanding this lets you use psychology in your branding to appear more attractive to them.
Tailoring your branding – message, visuals and strategy – towards your target market makes it easier to be bold. You can focus your efforts on a brand that appeals to this demographic. Remember, you don’t need to attract EVERYONE – trying to do so makes your branding bland and forgettable.
If your branding puts off people you don’t want as clients – good! That means you aren’t going to waste their time – or yours.
2 – Develop a strong brand identity
The next step is to develop your brand identity into something unique, memorable and attractive. Your goal for brand identity is to create something your target audience can’t forget.
It has to be clear and powerful, both inside and out.
Start with a strategy – clearly define your brand identity. Purpose, vision, mission, values, voice, tone & character are starting points. It should build a unique identity that shows who you are and what you stand for. Your strategy must not be a box-ticking exercise – these factors must be authentic and reflective of what you want to show.
Don’t put a bunch of corporate buzzwords down and call it a day. Instead, dig deeper into your values and purpose to show why you exist and how you are different. These form the core pillars of a bold brand.
Once you have the brand identity, building a strong visual identity is next. Your visual identity should reflect your brand values and personality. It should also be consistent, so create rules for the colours, typography and layouts your brand can use. At the very least, you should have:
- A unique and memorable logo designed to provoke a feeling in your audience
- A defined colour palette that uses psychology to create the feelings and emotions associated with your brand
- Defined typography that provides a sense of the brand’s character
Remember, building consistency early on helps build brand authority and trust. These are vital aspects for bold brands.
3 – Use storytelling to connect with customers
What makes your brand truly unique is its story. No other business in the world has the exact origin or journey that yours has. Therefore, using it to build trust and create a connection is a great way to be more bold.
Sharing your brand’s values and mission creates an emotional connection with your audience. Using testimonials and case studies to show how you’ve changed people’s lives is a powerful method to achieve this.
To be even bolder, showing what you stand against in your messaging and brand story helps create a villain you can unite with your audience to overcome. Nurture feelings of community and involvement through storytelling in your calls to action.
4 – Be authentic and consistent
As mentioned, authenticity and consistency are vital. You can’t be timid if you want a bold brand! Quietly shrinking away when challenged makes your assertions look hollow. Audiences respect a brand that can hold its hands up, say it was wrong and show a desire to improve.
Bold brands are transparent and honest with customers. Don’t hide what you are or your intentions. Be upfront and forthright with your audience so they know what to expect from you.
Building expectations also creates consistency. If your audience sees consistency across all your channels, platforms and interactions, they are more likely to trust you.
5 – Taking risks and breaking rules
While you don’t need to rebel for rebellion’s sake, taking risks and showing you’re not afraid to break some rules shows you are different. Be bolder and innovative with your strategies and methods of connecting with your audience.
Make your message clear for your target market – don’t worry about the opinions of people outside that group. They’re not your clients. While you shouldn’t be deliberately rude or provocative towards people, it’s important to remember who you’re trying to attract and tailor your message specifically for them.
Finally, to be seen as bold, you need to push boundaries and stand out from the competition. Regularly check how you are different to others in your industry – and show that to your audience.
Conclusion – Why Bold Branding Could Help Your Business
Overall, the advantages of bold branding should be clear – it helps you stand out from the competition.
Standing out is one of the most important things for businesses. Strong values that set you apart from the competition make you more memorable and trusted, making people more likely to buy. Consistency, clarity and courage stop you from blending into the crowd and instead build an identity people can’t forget.
Bold branding doesn’t just create short-term wins either – it is imperative for long-term success. A bold brand has a better chance of surviving difficult times – being clear when others are uncertain. Showing an audience you don’t intend to go anywhere creates confidence in your products and services, driving sales even when times are tough.
When you build a bold brand, you arm yourself in steel and fiercely wade into battle. You plant your banner in the ground for all to see. You’re not waiting for success; you’re actively going out to achieve it.
And clients that see you prepared to show up and fight for what they want will be the most loyal you could ask for.
If you’re looking to uncover what makes your brand special and how to be more bold, Brand Adventurer might be just what you need. Click the button below to find out more.
