The Essential Elements of Brand Identity
Many businesses struggle to find their brand identity. But what exactly is brand identity and how can your business narrow down the distinctiveness that it should portray to customers? Brand identity can best be defined as the personality of your business and how you want to be portrayed in the public’s eyes. What customers remember the most about your company, your values, and how you communicate your product, all make your brand memorable.
Here are some elements of brand identity to keep in mind:
Your brand’s mission should answer the question of why. Why does your brand rise above the rest in a sea of options for your customer? Why should they choose you? Your brand’s mission is something to stand for. It creates your purpose and relays that resolve to customers via your mission statement. Here are some example mission statements done well:
- “To accelerate the world’s transition to sustainable energy.” –Tesla
- “To connect the world’s professionals to make them more productive and successful.” –LinkedIn
- “To spread the power of optimism.”—Life is Good
If your brand was a person, what would they be like? How would that person speak on behalf of your company? Would they inject a sense of passion toward a particular aspect of your mission statement? For example, if LinkedIn looked like a person, that individual would be polished, professional, well-dressed, well-spoken, and organized. For local businesses, you may want to consider the collective personalities of your customers and then base your brand personality on your fan base. Always keep your brand personality in mind when speaking to your customers through any marketing channel—it will help you stay relevant to your audience and drive more traffic to your business.
Your brand’s values are the beliefs that drive your business. It’s beneficial if you develop a value proposition so that your customers know what your business offers versus what your competition offers. Some examples of core values that you might choose, include:
A good brand positioning statement outlines exactly what your business does, who your audience is, and what sets you apart from your competition. The idea of a brand positioning statement is to create a niche for your business that makes you different from your competitors. Tips for writing your brand positioning statement, include:
- Make it simple and easy for anyone to understand
- Make it unique, yet memorable
- Relay what your company offers to its audience
A great example of a brand positioning statement is this one from our friends at Amazon:
For consumers who want to purchase a wide range of products online with quick delivery, Amazon provides a one-stop online shopping site. Amazon sets itself apart from other online retailers with its customer obsession, passion for innovation, and commitment to operational excellence.
Your brand promise is an experience that your customers can consistently expect from your business. The more a business delivers on that promise, the stronger the brand and customer base it builds up over time. For the brand promise you can ask the question of what you deliver to your customers on a dependable basis. Your brand promise statement should be simple, unique, credible, and inspiring. Here are some examples of brand promises:
- “15 minutes or less can save you 15% or more on car insurance.” –Geico
- “The ultimate driving machine.” –BMW
- “Melts in your mouth, not in your hands.” –M&M’s
As Jeff Bezos says, “Branding is what people say about you when you’re not in the room.” Your company can leave an impression on your customers long after you’ve completed your business transaction. Brand identity is the process of shaping that impression!
Written by Blog Contributor: Jennifer Hicks