Your business won’t survive because it has a cool logo,
but it will survive if it has a cool logo
and a Mission that people identify with.
Building a brand is all about making that identity.
It’s about who you are
and the rules your company follows to
always be true to that identity.
When you go to market,
people start to think and feel things about your company.
Building a brand through an identity
will allow you to be in control of that voice
and define what people feel it’s true about you.
It allows you to declare what it feels like to be
a part of your brand;
to start making it desirable
to become a part of the tribe of your brand;
and to garner audience besom that feeling.
The stronger the identity,
the stronger the loyalty and instant recognition.
Start to do this by thinking about why your company exists.
Go to the mission and make a list of things
your company feels passionately about.
Outline the things your company stands for.
Take that list and get feedback on it
from people invested in your vision.
Now take some time to think about what feeling
you want to inspire in people
known as Brand Promise.
This stands outside of your product,
although people should make the leave to your product easily.
For example, Nike’s is
To bring inspiration and innovation to every athlete in the world.
And Coca Cola’s is to
Refresh the world in mind, body and spirit
and inspire moments of optimism.
Everyone on engaging with anything Nike should feel the empowerment,
and anyone who engages with Coca
should feel like it brings happiness.
These companies use this identity as a foundation
and craft and reinforce it in every piece of marketing
they do without fail.
To keep your marketers on track of the identity you create,
you need to take the identity you’ve created
and give them a way to measure their work against it.
Marketers need clear brand guidelines to follow
and use against the things they create
that are crucial for consistency following your identity.
This is key.
Without it, your consumers will feel brand dissonance,
and when they come expecting one thing they’ve seen before,
and instead get something else.
It’s hard for people to become loyal to something
when it’s consistently changing faces and messages.
Give them something consistent and recognizable
that they can easily register with you and your brand identity.