In the last article we defined the starting point as defining your business value proposition. Basically, this proposition is the focus of your business, and the value you bring to your customers. Your brand identity reflects your value proposition, and ultimately identifies the reasons why consumers should do business with you instead of your competition.
So, how do you go about creating a brand identity? Start with these simple steps:
- Identify what it is that you do.
Boil it down to a core function or two. For instance, do you sell a product that quenches thirst? Offer a service that will save clients time? - Identify your target market.
Research, and spend time learning and understanding, the demographics of your audience—their typical age range, gender, education, workplaces, lifestyles, geographic locations. Learn what their goals are, what motivates them, and what drives them to action. Identify the emotional and practical quotients that your product or services deliver, and center your business plan around them. If you don’t have the time to do the research, you can hire a firm to do so for you. - Determine what makes your business better than your competition.
Is it that your products and services are better? Are they higher quality? More focused? Are you and your staff better skilled, educated, or experienced? - If the concept of brainstorming works for you, go for it at this point.
If not, take a more linear approach and create a flow chart or other process document. Either way, start writing down the descriptions, concepts, feelings, and ideas that describe or represent who you are, what you do, what your products and services offer, and why they’re better/faster/shorter/more accurate, or whatever. Don’t limit yourself—put down everything that comes to mind. - Once you’ve identified these key business descriptors, hone them to a few core concepts that best define you and your offerings. They should be broad enough to cover your entire strategy, yet focused enough to make one or two specific points. From here, you can create a strategy that positions your advantages to their fullest in the marketplace.
Let’s take an example. You sell vegetable seeds. Your seeds are unique—they’re packaged in eco-friendly materials, are organic, and are harvested and sold by local artisans. That’s your value proposition. Since environmental stewardship and healthy, organic food are your primary marketing goals, you’ll want to develop a brand identity that conveys this to your audience. You might consider a name like Peas of Mind, and make sure your site content, logo, and design mirror it. Basically, your goal is to capture your value proposition through your brand identity. If you’ve done your research as well, you’ll be able to target the right audience and speak to them effectively.
Finally, when creating your brand identity, never lie, exaggerate, or promise anything you don’t intend to, or can’t, deliver. Once you establish a relationship by delivering on your promise with integrity, service, and value, you’ll have earned your clients’ trust and respect. Remember: be true to your audience, and they’ll be true to you.
In the next article, we’ll talk about the best media to use to get your brand identity working for you.
