Define Your Brand Identity in 3 Steps
Developing your brand identity is far more than just a logo
Source | www-entrepreneur-com.cdn.ampproject.org | Kumar Arora
A brand identity consists of the business values, and how the brand communicates those values through its products and services. It’s what the brand says, how it is visually represented with images and design, and what the brand intends customers to feel when they interact with its products. Essentially, a brand identity is the physicality and personality of your business.
A brand identity is important for a few reasons. It’s a template for your promotional assets, which means everything your customers are going to see from the logo on your business’s social profile to the product description copy on your e-commerce website. A well-defined brand identity, which aligns with the company’s values, helps build trust.
A strong brand identity is especially important for online businesses that lack the physical elements that represent your brand. Good branding, like good wine, is going to take some work and time. Let’s take a look at how you can start to build your brand identity in three simple steps.
Branding starts with people
Branding starts with customers. Customers find out about the brand much like the way they get to know someone. It’s the first impression and the first few exchanges that get them intrigued about the brand. Once they’re excited to know more about your brand, they’re in the game–they’re ready to become customers and feel the sense of belonging that comes with identifying with a brand.
Branding starts with your employees. They’re the first brand ambassadors of your company. Internal branding, from designing the team structure to training the people who make up the teams, is also a part of building a brand identity. Internal branding brings the company’s core culture onto the employees at all levels so that they can be the true representatives of the brand to the customers.
