4 Questions to Define Your Brand’s Identity
We believe a brand is a reputation, driven by a collection of perceptions, emotions and experiences. It’s an honest moment and gut feeling in the mind of the consumer about your organization, product or service.
Too often there is a disconnect between brand owners and their consumers—between the truth of how a brand is known and the message they promote. In today’s information age, people are notoriously skeptical (and rightfully so) of brands and require proof over promises. It becomes about demonstration over declaration. Authenticity over announcement.
The answer is depth. Layers. Substance.
To rise above shallow tactics, you need to unleash the power of an authentic and true brand identity. A compelling story the entire organization can deliver on and draw customers in.
Achieving an attractive reputation isn’t easy. A brand must be rigorously disciplined and thoughtful in designing every touchpoint, communication and experience along the way. The first step in that journey is understanding the current reality of your reputation inside and outside of your walls. With that knowledge in hand, the second step is then dreaming and defining what it could be.
We lead clients to answer 4 key questions in pursuit of defining their ideal reputation.
What is our core conviction?
Deep passion that drives all stakeholders forward around a common purpose beyond just profitability. This heartfelt fuel should be a key element in elevating our brand story.
Who is our audience and how do we truly add value?
Beyond features and widgets, a brand’s identity needs to resonate on a deep emotional level with its audience. Understanding and connecting with your customer is key to driving loyalty and affinity.
What is our key difference?
Sometimes it's not about being better, it's about being different. Carving out a defendable and distinct position and personality is the bedrock of a strong brand identity.
How do we prove it?
A commitment, starting with the C-suite, is required to ensure all brand interactions deliver on the vision and, ultimately, the customer feels the difference. If branding stops short with just a logo, then most efforts are simply vanity.
Brands that clearly answer and express these four questions develop depth—a substance that moves beyond a single product or message and lives in the hearts and minds of the consumer.
The results are worth their weight in gold: an aligned and thriving internal culture, the ability to recruit top talent, marketing decisions made easier, and a stronger customer experience. However, this process isn’t easy. It requires leadership with a relentless dedication to rejecting indifference and the status quo.