Your brand identity creates an image in your customer’s minds of how you uniquely meet their needs. 

branding-that-speaks-your-audienceWith a strong brand identity, you can do more with fewer resources to reach your audience. This is a major source of value for your company.  

 

A Purpose 

Your brand identity tells your customers your reason for doing what you do.

At a glance, people can understand:

  • The values that are at the core of your philosophy and products. 
  • How you want to change the world for the better.

To create your brand identity, spend some time thinking about your “why.”

  • Why does your business exist?
  • What is it you hope to change in the world to make it a better place?

 

Market Position

Your brand identity tells people what position you occupy in the market.

It says not only what you do, but how you do it uniquely from anyone else. “You’re the one who ____.”   

In a market full of competitors, it shows how you stand out.

 

Part of successful branding is to understand your competitors and the unique place you fill in the market. It involves getting in touch with your natural strengths so you can play to them.

 

Your Company’s Personality  branding-that-speaks-your-audience

Your brand identity communicates your company’s personality to your customers. It speaks to them in their voice and tone. 

Ideally, your company should have a likable and relatable personality that resonates with your audience. The personality makes you memorable.

 

What is your brand’s personality?

  • You can figure this out by researching your competitors. Comparing how you differ.
  • Discover your strengths, by asking your customers why they prefer buying from you and not someone else. 

Consistent Design Elements

Although branding is more than just logos and colors, design elements are important. They work on a subtle, subliminal level. 

Whenever your audience encounters your brand and sees the same design features,  this shows that you’re consistent and it reminds them of your brand values. 

 

Your Audience

Strong brands know their audience well and focus on them, not on their products or services.

Your branding message discusses your offerings in terms of the unique benefits to your users. 

Your content is targeted to a specific audience. You talk about their problems and address their needs. 

 

How to Create a Strong Brand Identity

  • Creating a strong brand starts with clarifying your business goals and your strategy for achieving them. You identify your core values and unique value proposition.
  • The next step is to research your audience, industry, and competitors, so you can understand what position you occupy in the market.
  • A detailed customer profile, your ideal customer avatar, helps you understand your target market so you can address their needs and speak their language.
  • Once you’ve clarified the fundamentals of your business and gained a thorough understanding of the marketplace, you’re ready to create a branding message and unique value proposition. 

 

Branding isn’t second nature. It's not something that just happens.  It requires some planning and strategic thinking to develop a strong brand identity.  Having the right "Branding" for your business, helps you achieve your business goals.

 

branding-that-speaks-your-audience

 

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