Often times, the decision to conduct business rests on how a customer interprets your brand identity and brand promise,– a simple impression, comment, or action, perceived or real. She determines if your service or product is unique and provides the sought-after value. Without accurate articulation of your brand identity and promise, you may lose the advantage of uniqueness and potentially the sale.
What is a brand identity and why is it important?
Your brand identity is YOU, controlling all the elements that impact your company’s image, in a focused and controlled way to influence the customer. It is the promises you make to yourself, your business and potential clients. Keeping these promises will position you as unforgettable, unique and special, and form your brand identity.
Developing a brand identity is important because it impacts directly on your pocketbook and income potential. It also provides value by improving efficiency and effectiveness of your marketing; increases profitability potential; establishes competitive advantages, and builds company equity or worth.
What are 10 essential promises that create a brand identity?
o Position and Performance — describing what your company does and for whom, and then outlining the advantages of retaining your services.
o Benefits — presenting the client with the expected results each and every time and then over delivering.
o Traits/Value/Personality — Determining what you want your company to be known for and then building your image around that personality?
o Segmentation, Differentiation and Added Value — Positioning yourself in the smallest niche possible, and knowing your competitor’s activities and your customer’s attitudes.
o Relationship of Trust — Creating and nurturing relationships through solving problems and giving.
o Loyalty — Establishing a sustained buying habit based on a consistent and sustained relationship and product delivery.
o Brand Story — Your personal or professional history that adds value and credibility to your brand.
o Association — The physical artifacts associated with recognizing your brand.
o Community Services Responsibility — Creating and fulfilling the framework of your social conscious.
o Customer Perception vs Reality — Making sure you are who you say and believe you are is actually you.
The Brand Commitment
Your brand identity is a kaleidoscope of impressions: past and present, real and perceived, rational and emotional. Defining it requires a long term commitment and willingness to invest in understanding you, your customer and market. Rob Frankel, author of Revenge of Brand X, wrote “…Branding is not about getting your targets to choose you over your competition. Branding is about getting your prospects to see you as the only solution to their problem.” Peter F. Drucker said, “…The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.” Creating a concise brand identity and promises allows you to develop products and services that sell themselves because they are relevant, distinct and memorable.
Without a definitive brand identity and promise, you will be lost in the global sea of competitiveness. Being different may be the determining factor in the decision-making process. Set yourself above the rest in your industry and reap the rewards of uniqueness by creating a brand identity and promises that get results and positively impacts your income.