We want to let you in on a little secret: Everyone has a reason for starting a company.
According to Business News Daily, most entrepreneurs start their businesses to have flexible hours and run the show themselves.
While this is statistically the primary reason for people to start a company, this is a very superficial view of what it means to create a brand.
For many, starting a company is an opportunity to manifest their values and beliefs in tangible form. Their company and product are a vehicle for making a positive impact on the lives of others and establishing a meaningful legacy for their families, employees, and the global community. This platform provides a chance to give something back to the world, and it is sure to leave a lasting mark.
The “something” you give back to the world is the foundation for your brand identity.
This article will comprehensively answer some of our client’s most critical brand identity questions.
We will explain why brand identity is essential and why it should be part of your brand development strategy.
We will discuss the following brand identity questions:
- How does having one set the foundation for the future of my brand?
- What steps should I take to establish it?
- And how can I effectively communicate my brand’s message using a brand development strategy?
When you have a well-established and recognizable message behind your product, everything from customer loyalty to longevity will follow.
Let’s uncover the secrets of brand identity and why it should matter to you and your company.
A Foundation for the Future
With the emphasis on visual elements and superficial brand perception, it’s no surprise that people outside the marketing industry think the only thing that defines a brand is its logo. However, a logo is only one part of the equation – a brand is so much more than that.
If you read our previous article on how a Logo is Not a Brand, you know that a powerful brand is more than just a collection of experiences, values, and stories. Instead, an effective brand is the synergistic combination of these components, creating a unique and unforgettable connection with customers. Your brand should foster a sense of community that encourages people to join and participate.
When implemented correctly, your marketing strategy should not be an attempt to persuade people to join the community but rather an effort to emphasize the reasons why they wanted to be part of the community in the first place.
What Steps Should I Take?
Our full-service creative team helps companies implement a proven formula in what we call brand development workshops. We’ve designed these workshops to maximize the client’s visibility while showcasing the totality of their brand identity for the entire team.
It gives each person an in-depth perspective of the company they represent and lets them in on some ideas surrounding the product. Afterward, they intuitively know how to present the brand to their customers and have the confidence to pursue new marketing avenues along the way.
If you haven’t had the opportunity to participate in one of our incredible brand development workshops, here’s a brief overview of some steps we take to help you evaluate and strengthen your brand identity.
Three Elements of Brand Identity
1) Brand core – Identify your company’s mission and core values.
Usually, this takes shape as a purpose statement, a vision statement, and a list of core values. You will want this foundation for your brand identity if you want guidance and consistency in your brand messaging.
2) Brand Positioning – Identify your target audience and how to connect with them.
You should discuss the types of issues your target audience might have and how you can resolve them. This analysis will enhance your marketing strategy and avoid unnecessary ad spending. When you dial in on your target audience, you learn much about your brand and what it represents.
3) Brand Persona – Identify what drives you as a business owner and how you communicate with your target audience.
This section will ultimately define your voice and tone. These aspects of brand identity are crucial when communicating with your target audience. It is the bedrock from which all other copywriting, advertisements, and connections will arise.
Effective Communication
Once you have identified your target audience, you can start crafting messages that resonate with them. You will have a strong sense of who you are as a brand and be able to focus on the overall appearance of your brand and product.
At this point, it is essential to consider enlisting the services of a professional full-service marketing team to ensure that your brand has the perfect appearance and messaging. This team of experts will be able to craft a brand image that resonates with your target audience.
Is a full-service marketing team or freelancer right for you? Check out our blog post on Marketing teams vs. Freelancers!)
In Conclusion
Whatever your reason for starting a new company, take your time and strategically build a brand identity that aligns with your core strengths and values. The satisfaction and longevity of your brand will be worth the patience.
Thanks for reading, and please check out our other blog posts.
