Looking to boost your brand identity in the Market?
We often reference a brands logo or name and whilst these elements are crucial to your brand, your brand is much, much more than just a logo or name.
Your Brand Identity is your logo, the colours you use, your fonts, your values, how you communicate, your tone and how you make people feel when they interact with your business. Basically, your brand identity is the personality of your business.
‘Your brand is the single most important investment you can make in your business’
Steve Forbes
So here is my 5 Elements to building a strong brand identity in the Market!
Your brand purpose and values should work together to tell a story about your business. Your purpose is
what you do or provide to your customers. Your values are what your brand stands for. Now more than ever people will do business with brands whose values align with their own over brands that don’t. So, are you clear about what your business purpose is? Do you have a set of values and are those values clear to your customers, and, more importantly your employees, who represent your brand every single day.
Your brand promise is your differentiation in the market, what do you promise to provide to your customers that your competitors don’t. This is your unique selling proposition or USP.
‘When you look at a strong brand, you see a promise’ – Jim Mullen
Your brand promise could be competitive pricing, unique features or maybe it’s a unique customer experience. Whatever it is, you need to make sure it is truly unique.
For example: Bunnings Warehouse is known for beating the competitor’s lower price on the same item by 10%, while Apple, is known for a unique customer shopping experience.
Once you are clear about your purpose & values, your promise and your brand story or history, your brand identity becomes easier and more obvious to build.
Your brands logo is the face of your business, but your logo should do more than look cool. Your brands logo is important and should grab attention while making a strong first impression. Your Identity needs to be memorable; it should be unique while separating you from the competition it should also be expected by your audience. A logo may not represent that name, but it should align with what you do, what you provide or how you make people feel.
A brand personality is crucial, as this outlines the way in which you engage with your customers. Brand personality is an extension of your visual representation and gives your brand a voice and tone. Are you a serious corporate brand, like Commonwealth Bank or a jovial brand like Boost Juice or maybe you are a confident brand like Nike.
Either way ensure your personality aligns with your values and connects with your target audience.
Brand stories are important to activate emotions and express your values. Your brand story is the way you present your brand to world and way your brand is perceived by customers.
Your story must be truthful and should communicate how your product or service will improve or support the consumers life, it doesn’t need to be a massive change, but you should be impacting their life somehow. It is important that you don’t represent your brand as the Hero, but rather, what role your brand plays in making the consumer the Hero by utilising your product or service.
Your brand story should be leveraged into all your marketing messaging for consistency and to reinforce your brand.
Brand stories evolve as your business grows, develops, or as markets change.
So what story are you telling about your brand?
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