How To Build A Solid Brand Identity
5 Solid Steps To Help Connect With Consumers
Everybody has a Brand Identity – it is what makes humans so unique. We all have different demeanors, likes, tastes, values, and passions because of who we are. This applies to companies as well. Every company has a unique set of values called Brand Identity. Brand identity is one of the most important aspects of a company and what sets it apart from competitors. It is the most important aspect of your marketing strategy because consumers can connect with your brand identity.
Defining your brand identity is a constantly evolving process, so do not be disheartened if your company’s brand isn’t 100% established already. Read on to unlock 5 solid steps for building a strong brand identity that will keep your consumers coming back.
1. Brand Analysis
Assess your company in terms of its competition in the industry. Ask yourself “Where do I stand?” and analyze those around you to see where they succeed or fall short. Apply these observations to your own brand because this is the time to experiment with different ideas. It is important that your brand doesn’t mimic others because that wouldn’t make your company stand out.
2. Establish a Unique Message
The most explicit way to tell your audience your company’s purpose is through a mission statement. Some of the most impactful missions statements are brief, clear, and convey passion but no two are quite the same. For example, TED’s mission statement is 2 words, “Spread ideas” where Warby Parker’s says, “To offer designer eyewear at a revolutionary price, while leading the way for socially conscious businesses”. To build your own mission statement, look at trends in your industry and pinpoint what makes your brand stand out from the rest.
3. Develop a Personality
A brand must resonate with consumers and the brand personality is determined by the target audience you are trying to reach. A target audience is defined by demographical elements such as:
- Age
- Race
- Sex
- Education level
- Marital status
- Occupation
- Religion
- Family size
- Etc
Your target audience may be defined by just their age, sex, and marital status or they may be defined by more. Either way, the more specific, the better. This allows you to get in their head and form your brand’s personality to appeal to this target audience. Forming the look, feel, and voice of your brand around this is critical. Keep in mind, audiences are always changing so your brand can change to reflect this.
4. Implement Strategies to Integrate Brand Identity
Cohesiveness is key in this step. Throughout social media, the website, communications with customers, and all company methods, your brand identity must always be kept in mind. Make sure all employees are on the same page, as they are representing your brand with each client interaction or social media post.
5. Analyze and Refine Brand Identity
Routinely go back and review analytics. How is your brand resonating with your audience? Have your goals or values changed? Remember to stay true to your values and don’t forget to be unique! Your brand can change and evolve just like your thinking.