Think about the people you know that stand out in a crowd and always seem to have the largest group of friends. They are known to have a personality that makes others feel good and is emotionally engaging.
Well, it is the same with a brand which is why you need to have a strong one for your business. You want people to remember your product or service for solving a problem or making them feel good.
Before we dive into the nitty-gritty of this post, you should know that a brand identity is more than a logo. Just like your personal identity makes you uniquely you, your brand identity is the special sauce of your business that sets you apart from your competition.
The true value of a brand identity lies in the view of the target audience. It reveals the consumer’s knowledge about the existence of the brand and its repeated exposure of the identity draws instant attention from people.
So what exactly is brand identity? And how do you build a strong brand identity that takes your business to the next level?
Well let’s get right to it!
What is brand identity?
The terms “brand,” “branding,” and “brand identity” are sometimes used interchangeably, but it really shouldn’t be the case.
A Brand is the perception of your company in the eyes of the world.
Branding involves the marketing practice of actively shaping a distinctive brand.
A Brand identity is the collection of all the brand elements that your company creates to portray the right image of it to your consumer.
Your brand identity is what makes you instantly recognizable to your customers. They will associate your brand identity with your product or service, and that identity is what forges the connection between you and your customers, builds customer loyalty, and determines how your customers will perceive your brand and whether they will buy from you or your competitors.
How to build a strong brand identity
1. Know who you are
Before you know what elements you want to use to build your brand identity, you need to know who you are as a brand.
This is made up of a few key elements:
· Your mission (what’s your “why?”)
· Your values (what beliefs drive your company?)
· Your brand personality (if your brand was a person, what kind of personality would they have?)
· Your unique selling point (how do you differentiate yourself from the competition?)
· Your brand voice (if your brand was a person, how would it communicate?)
These elements are what will define your brand, and before you start building your brand identity, it’s important you have a clear understanding of each of them.
If you’re having trouble figuring out who exactly you are, don’t worry. You can start by asking yourself and your team the following questions to help you with clarity
* Why did we start this business?
* What are beliefs and values that are important to us as a company?
* What do we do better than anyone else?
* What makes us special?
* If we could describe our brand in three words, what would they be?
* What are the three words we would want our customers to use to describe us?
Once you know who you are as a brand, then it’s time to build the identity that will bring your brand to life and show who you are to the people who matter most which are your customers.
2. Create Brand Architecture
Architect a strategic brand hierarchy that effectively communicates brand and messaging priorities through product and service lines, divisional and/or subsidiary relationships, geographies, segments and distribution channels.
Be relentlessly consistent with the delivery and control of your brand experience across all channels. Ensure that your brand is consistently and effectively delivered across all major categories of customer pain points.
3. Don’t Be Scared To Rebrand
You have read this far and you know you’ve made some mistakes in your own branding. Don’t worry. It’s perfectly okay to rebrand, particularly if you feel like you need to change your company’s perception in the eyes of potential clients. If you rebrand sensibly, you won’t frighten away anybody: on the contrary, your business will grow.
Your brand identity is what sets you apart from your competitors and shows your customers who you are and what they can expect when they buy from you.
It is true that all of the above can be useful strategies, but it’s a matter of putting first things first. You need to figure out who you are, what you have to offer, and what people need. You owe it not just to your customers, but also to yourself.
How have you dealt with building a rand identity for your business? Share in the comment section.