The Power of Brand Identity
Take a moment to recall the last time you met someone who truly stood out. In all probability, a certain set of distinctions cemented them into your memory. Perhaps it was the way they dressed; or maybe it was the way they spoke or behaved. If that person were a business entity, those characteristics would be among the elements of their brand identity. Whether positive or negative, when those factors are memorable, so too is the entity with which they are associated. This is the power of brand identity.
It’s All About Behavior
This concept operates on both rational and emotional levels, so your company must exist with a purpose. To elevate yourself above the clutter, focus on ways you can add value to the lives of your customers. Whether it’s solving a problem or meeting an unmet need, you have to get clear on your overriding mission. Once you have it solidly in hand, you’ll know how your organization needs to behave to accomplish this. In turn, these insights will inform the way you offer your products in terms of your advertising, outreach and customer service. When people come to recognize that you can be counted upon to behave in a certain fashion, you’ll win fans and followers. These people will turn into customers and go on to introduce new ones to you as well.
The Importance of Differentiation
Unless you happen to be dealing with an exceptionally rare commodity, you have a lot of competitors offering the same or similar products. To stand out, you need to intrigue, be memorable and most of all, be different. You must represent something with which your target market identifies, but in a way that is absolutely genuine. Further, every aspect of the way you present yourself must be consistent to those values. This is particularly true for the way you communicate, all the way down to the design of your logo. If you’re lacking this essential branding element, you can take advantage of a free logo maker to create one. To be successful at differentiation, everyone in your organization must be clear about what your brand stands for, and work to reinforce that perception in everything they do.
Evolving Your Brand
Over time, as attitudes change, the way you represent your brand could require adjustment as well. This is why it’s important to keep an eye on social mores, so you can evolve your brand as time and shifts in cultural mores dictate. However, in so doing, you must be careful to stay true to your fundamental values, even as the way those values are expressed might change. Above all, you must make sure your brand always leaves a positive impression and inspires people to engage with you. Brands can age gracefully when they are given the attention they need and nurtured accordingly.
Everything Matters
Always remember your brand is more than your logo or the way your site looks. Yes, those factors are involved, but they only matter in terms of how they reflect the totality of what your company is really about. Ultimately, the real power of your brand identity is manifested in the sum total of your patrons’ experiences during their interactions with you. In short, everything you do plays a role in how your brand is perceived. All of your actions matter, every single one of them. Like that person who impressed you with their smooth ways, the manner in which your company conducts itself and the identifying elements within which you wrap your business will stand out in the minds of your customers.
