Understanding Brand Identity

Steps to Build a Strong Brand Identity

Building a brand identity isn’t a static process; instead, it is an ongoing cycle that involves the assessment and monitoring of brand performance. It is not simple for any enterprise to create and maintain strong brand value. In fact, gaining a top-down organizational commitment is the hardest step plaguing many companies. However, rewards are plenty for those that achieve it. Below are a few steps to help build a strong brand identity.

Assess Brand Perception

Brand Identity Understanding how consumers perceive your brand is critical in establishing a valuable brand identity. You want to know how your target audiences see your brand against your competitors. Moreover, every enterprise wants to know whether its target market is aware of its brand or not. Brand perception assessment will also help an enterprise to identify a gap in its brand performance. The best way to assess where a brand stands, and why, it is to conduct brand research. The assessment of brand perception is arguably the most critical step in building brand identity. After all, an enterprise can’t meet the needs of everyone, so decide your target audience and then design a brand with them in mind. Specific details matters when a brand is determining its addressable market. In the internet era, companies are no longer competing against other firms in their industry only, they also have to rival hundreds of companies leveraging top-notch strategies to catch the attention of customers. As such, enterprises need to know exactly what their audiences are looking for to capture their attention, break through the noise, and provide a personalized brand experience.

Formulate a Brand Strategy

Entrepreneurs need to prioritize communication of emotional and rational messages that drive brand loyalty, increase customer engagement and repurchasing, and communicate the primary customer benefits. In fact, businesses can use brand strategy to reinforce desired behaviors and perceptions by familiarizing themselves with factors that drive the value of their brand.

Establish Your Brand’s Personality and Voice

You should make your brand visible and recognizable even if its slogan, logos, and imagery aren’t present. Remember you will need to use your brand’s personality and voice in nearly all your content creation processes including social media content and website messaging. In short, every enterprise should learn to describe its brand as if it is a person. You could make your brand brash, buttoned-up, bold, or professional depending on the target audience. The personality of your brand will determine the way you will communicate with your target audience.

Determine Your Values

While many enterprises often confuse mission and value, there is a significant difference between the two. The values of your company include how it promises to act while its mission encompasses why it exists. These values are the ones that define the standards that the company and its workers should adhere to when building its culture. It is critical not to set values and forget them if you want your company to succeed. Moreover, you should ingrain the values of your company in all its actions if you want employees to abide by them. In fact, the values of your company should guide all its decisions and everyday activities.

Monitor and Audit Your Brand Performance

The best way to ensure your brand retain relevance to its target audience is to monitor and audit its performance. You can achieve this through periodic tracking studies and brand audits and assign specific responsibility for custodianship. Brands could also leverage proven tools and methodologies such as brand mapping to provide feedback on how to maintain, improve, and measure brand identity.

Application of Brand Experience

Enterprises can use different channels to deliver and control their brand experience. You have to ensure your brand is advertised across all customer touchpoints such as direct mail, web, print ads, and sales representatives consistently and effectively.

Consider the Authenticity of Your Brand

If a brand uses videos, social media content, and websites to proclaim its values and mission, but it fails to honor its promises, customers are likely to view it as inauthentic. Of course, being inauthentic can be detrimental to the success of a brand. Any brand can ouster yours if its actions don’t match its values. The whole world can know about a company that doesn’t live up to its promises even within an hour. The way a brand interacts with its target audience and the community as a whole will determine its authenticity. Companies should always consider the authenticity of their brands anytime they are reviewing their branding and marketing strategies.

Conduct a SWOT Analysis

Conducting a SWOT analysis is the first step towards creating a strong brand identity. It helps an organization understand its threats, opportunities, weaknesses, and strengths. In short, it lets a company know the reasons it needs to update or create a strong identity for its brand.