Brand Identity Crisis: Do You Know Who You Are?
As a digital marketing consultant, "staying on brand" is something I'm constantly advising my clients, but what– or who– exactly is your brand and how does it help market your business and connect with more customers?
Before we deep-dive into the what and who your brand is, let's start with a short list of what you brand is not.
- Your brand is not your logo– unless of course, you're Apple
- Your brand is not your company name
- Your brand is not your website ... or your Instagram... or your YouTube channel
Your brand is the look, feel and story you're telling about your service and products every. single. day. And to attract a dedicated customer/client base– your target audience need to be obsessed with that story.
So how do you make your brand obsession-worthy?
A brand that makes their base clamour onto their every word is a brand who knows who they are. Your messaging needs to be crystal clear, exciting, knowledgeable and relatable.
The story that you tell both in your imagry and your words needs to actively express your uniqueness. It is your unique story that will spring your customers and clients into action, choosing you over your competitors– which is always the goal, right?
Finding your brand
Knowing who your brand is will help you gain a tangible and easy way of talking to people about what you do. It makes it so much easier to do your marketing when you have it clear in your mind what it is you’re selling in the first place.
Below are a few tips and questions to help you begin your brainstorm and discover your brand.
Know your strengths and uniqueness.
Choose a friend, family member or colleauge– someone who knows you well– but is a straight-shooter. Ask them what they would say your top attributes are and what makes your talents unique.
Listen to their answers. Your brand should be based on the unique strengths and abilities that already clearly shine through to others.
An informed consumer is always the best consumer but did you know that peoples’ decision to buy is primarily based on emotions?
Ask yourself, what emotions does your business inspire in you and in your customers?
Have a vision.
Create a vision board. You can do this the ol' fashion way with a cork board and pins or on Pinterest. Begin to collect photos and colors that you feel are connected and give the same emotional feel as your business.
Create your ideal customer– literally.
When you're marketing your business, you need to get inside your customers head. So grab a pen and paper and create your ideal customer.
Give them a name and ask yourself–
- How old is this person? Is he or she married? have kids?
- Where do they live?
- Where do they work?
- What are some of their interests, beyond your service or products?
- Do they watch TV? What kind of shows do they watch?
- How would their best friends describe them?
- What are some of the things they struggle with in their day?
Of course, your customers are not all going to be exactly like the one you've created but guaranteed if you build a brand-story that this person would connect with, you will build a base of adoring customers who also connect with it.