What is Brand Identity?

Brand identity is what draws customers to you, what keeps customers coming back, what inspires them to stick with you if things go wrong and what can drive you to grow and improve your company. You can establish your own brand identity with these five key steps!

How You Can Establish Your Own Brand Identity

1. Know Your Company’s Vision.

What do you want to accomplish? What problems do you need to address? What makes your brand stand out in its industry and draw in customers? Your vision statement should clearly explain the journey you want your business to take.  If you’ve done a thorough analysis of your company and your goals and figured out what you want the company to stand for you have taken the first step to building your brand name.

2. Develop a Relationship With Your Consumers. 

With the growth ecommerce, consumers have a large range of vendors they can choose from – which means you need to market yourself correctly and attend to your customers needs.  You need to engage them and keep them coming back. This can happen through essential elements like website design and email marketing layout and your preferred social media channels. Once you have established a reputation with your customers, they will expect you to deliver and meet their expectations no matter what.

3. Your Company’s Passion.

What is the heart and soul of your business? What does it stand for?

Nearly as important as knowing yourself, and being able to establish your brand identity, is knowing what sets your company apart. That passion may relate directly to your brand – why you established the company in the first place – or it may not. The important fact is that this passion differentiates you from competitors, provides a point of reference and familiarity that customers can attach to. For example, your niche might target children, business owners, golf lovers etc. You need to be passionate about your niche and provide the right information that is not only relevant, but also interesting and different from your competitors.

4. Know Your Customers.

After spending time to shape your brand identity and figure out how to share your passion effectively, it’s imperative that you understand what will appeal to your customers, which should be fairly straightforward. Knowing the interests, concerns, motivations, and passions of your customers helps direct marketing efforts and can provide you with essential tools to build your customer base.

5. Be Consistent.

Customers look for consistency from brands. Dramatic or sudden shifts in company position will put them off and undermine your relationship with them. Once you have a compelling, unique brand identity– stick with it and repeat it again and again. Customers don’t like any sudden or big changes and it will take time for them to adjust to it.