5 Ways to Develop Brand Identity Worth Remembering
Developing a brand identity that won't get lost in the millions and millions of other brands vying for your customers' attention seems like an impossible task, but it doesn't have to be. Aim high, but don't lose sight of what grounds you. That's pretty simple.
Let's start with the fundamentals.
1. Know what brand identity is first and foremost.
You can't begin to work on developing brand identity if you're not even sure what it is right? Well, brand identity is something you can see, feel, hold, hear and taste. It doesn't necessarily include all five senses synonomously, but it has a unifying essence surrounding it which makes it tangible in one form or another.
2. Clarify your current status.
Knowing where you're at is crucial to making informed decisions throughout the process of developing brand identity. Consider your core values, attributes, competitive advantage, personality, strengths and weaknesses to name a few. You need to know who you are before you can begin to make changes otherwise you just might end up spinning in circles wasting money and resources.
3. Find out where you need to go and forge a path.
This is where you begin to look at your brand positioning strategy. How are you different from your competitors in the minds of customers? A good rule of thumb is to utilize the onliness statement developed by Marty Neumeier:
- What: The only... (category)
- How: that does.... (differentiation characteristic)
- Who: for (customer)
- Where: in (market geography)
- Why: who want to... (need state)
- When: during a time when....(trend)
4. Embrace your brand essence.
Your brand essence is the distillation of your brand's promise into its simplest possible terms. This is usually one or two words and no more than three. It defines the parameters for making business decisions. For instance, you could ask yourself: "If I make this business decision, will this change my ability to act on my brand essence?" Always keep your brand essence top of mind. This is where the whole "don't lose sight of what grounds you" comes into play.
5. Finally, commit to building value with your core customers.
This is the step where you build value and create an engaged community of brand advocates. You've done your research. You know who you are and where you want to be, and you've embraced it wholeheartedly. This is where developing a brand identity worth remembering comes to fruition. Start building on the strong foundation you've developed and don't stray from the path. Be committed.
Interested in learning more about developing brand identity?
10 Elements You Can Use to Help Develop Your Brand Identity
The Intangibility of a Brand
5 Strategies to Focus Your Brand to Meet Your Customer's Needs
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■ KEY TAKEAWAY: Developing brand identity worth remembering requires understanding, clarity, knowledge, focus, and commitment.
