8 Things to consider when building your brand identity
What is your brand’s identity? It has to do with what defines it. The same way the way you speak, how you smile, your clothing style, how you wear your hair, your beliefs and how you deal with people define you as a person; The logo, color scheme, tag line, vision even the font used in publications define your brand. When creating your brand, it’s imperative that you think about everything that encompasses your brand. Here are 8 tips that will help you complete your awesome brand creation process.
You also have to have a memorable brand name, strong message, support system, and all of the necessary legalities, like getting trademarked, in place.
- How do people see you?
“The interesting thing about your personal brand is it’s never what you say it is, it’s actually what everyone else says it is”- founder and chairman of the award-winning matchmaking firm PCBA Paul C. Brunson. “Therefore, the first place to begin in the building and growth of your brand is to know what people think of you.”
How do you find this out? Paul adds you can find out how others view your label by doing a Google search of your brand’s name, holding a focus group (of close friends) or asking a life/business coach to conduct a 360 analysis on your behalf.
- Build your online platform.
Build your own online platform such as a blog or website that you own, then generate content about your brand and engage with your audience on social networks. Use LinkedIn, Facebook, Twitter or even Pinterest and Instagram. Options are endless so just find what social network resonates with you. Keep these pointers in mind when creating and developing your online presence;
- Be authentic.
- Have a unique voice.
- Build an email list.
- Have a memorable design.
- Create a memorable slogan that expresses your mission and purpose
- Empower your customers
Also don’t forget to harness the power of content marketing, guest blogging and networking.
- Weave your brand into everything you do personally.
Personal branding should be a large part of everything you do. It should be weaved into your life. It shouldn’t just be in the clothes you wear but in your every action with friends and business colleagues. Your brand should show in how you blog online. If you try to be someone you’re not, it will show.
- Be consistent.
As a customer, think about the brands that you are most loyal to. Chances are that they’ve earned your trust because they are dependable. For example, Starbucks is known for making great coffee and offering superior customer service. As Hannah Fleishman states on HubSpot, “All of your communications and marketing assets should tell your brand’s story.”
- Don’t try to please everyone.
Trying to please everyone is the quickest way to fail. You’re never going to, so don’t try to be everything to everyone. Learn to be the best brand possible to your target audience. Don’t be afraid to be yourself – even if that means saying the things that no one else will. Remember, you’re not in business to please everyone. You’re in business to grow a business, and please your target audience.
6. Produce value.
You should produce value with whatever you do. You don’t have to be Apple to have an amazing product. Even lower end products like Ikea produce a lot of value to their customers.
When thinking about the value that you can add, ask questions like;
- What sets your product, service and company apart from your competitors?
- What value do you provide and how does that value differ from that provided by your competitors?
- How do these benefits tap into your customer’s emotions?
- Is what I’m producing for my customer produce enough value for the price I’m charging?
- Is my brand in sync with how I’m marketing myself?
7. Associate yourself with strong brands.
“Your personal brand is strengthened or weakened by your connection to other brands,” said Shama Hyder is Founder and CEO of Marketing Zen. “Find and leverage strong brands which can elevate your own personal brand.” You can begin by looking at the three C’s: company, college and colleagues to see how best you can align with that stronger brand.
8 Things to consider when building your brand identity was written by Afua Boadu for the Thrive blog.