When you market your business, what role does your brand play? Is it front and center or does it sit in the background as an afterthought? In any marketing campaign, your brand will influence every element for better or worse, making brand identity a vital consideration in any marketing application.
There are 5 components to brand identity:
- Brand Position
- Brand Personality
- Brand Promise
- Brand Story
- Brand Association
When it comes to your brand, what does it say to your potential customer? Whether telling people what you do, communicating the benefits of your services or providing unique value to consumers, your brand position is what differentiates you from your competition.
Take a good look at your corporate culture and figure out what it is about your company that engages your customers. Brand personality is best described as your company’s human component. More than just a set of marketing principles, your brand needs to reflect the culture and personality of your company. These brand traits tell your current and potential customers just what it means to do business with you, providing a quick and concise context upon which to deliver your key messages.
If you think of positioning as the fertile soil that allows a brand to grow and thrive, the brand promise is the brand’s fruit – it’s the expected tangible value that creates desire for a product or service. When your target audience thinks of your brand, they should come to expect a certain level of quality and satisfaction. Simply put, your brand promise tells your customers quickly and effectively what they can expect from you each and every time – guaranteed.
If your company brings authentic value to the marketplace, then people will want to connect with your brand. And one of the quickest routes into the heart of your customer is an engaging story. Whether it has been through craft, skill or simple hard work, there’s a reason your company has found success. More than a simple history of your company, your brand story is your chance to tell your stakeholders about the experiences that have shaped who you are as an organization.
Brand associations are not benefits but are images and symbols associated with a brand or a brand benefit. When members of your target market think of your brand, they should be able to visualize physical elements like your logo that represent your company and its products and services. These associations are critical to your brands success as they provide succinct visuals that uphold the integrity of your overall marketing strategy.
Now, what is your brand?