It is always interesting to see how consumers prefer a product or service over another of the same type, in some cases these behaviors can turn into admiration and even fanaticism towards brands, understanding the brand identity helps us to answer why. It is a mistake to think that a brand identity only comprises a logo, especially when we see so many fans of some brands who wear one on their sportswear or on their electronic devices. But there are other things that are part of a brand identity, for example:
- Name of the company or product
- The slogan
- Product packaging and design
A brand that manages to connect emotionally with its customers has the opportunity to have customers for life. To achieve this, the business must be much more than a business, a powerful brand can give your company a defined profile and emotionally impact your customers.
A new study, prepared by the consumer intelligence firm Motista, has confirmed: “…” the emotional connection with the audience can help brands to connect much more deeply with their consumers. The firm has developed this research, conducted over two years, to identify 300 universal emotional motivations. According to the marketing agency Curtis Times Media (2020). This represents the confirmation of an assertion shared by many. This helps them see your company as more than a product or service and understand why what you offer has more to do with them than your competitors. The key is to make them feel identified with positive aspects or that they want to emulate.
Procedure to find brand identity
1. Definition of Character
A word that clearly expresses the main characteristic of the brand. For example, one auto company might be characterized as “safe” and another as “luxurious.” Imagine how your audience would describe your company and where you want your business to be in the future. It’s just a matter of thinking like your customers. The character of your brand takes the mission and the vision and turns them into one word that represents both. To do this, think about what emotions are aroused in people when they think about your business. Do you feel safe, free, happy, excited, relaxed, confident, or in some other way? Focus on emotion, then take a survey or focus group to find out if what you think and what actually happens to customers matches.
2. Create the Vision
An inspiring statement that, in a single sentence, can communicate the company’s highest goal. It must be aspirational enough to motivate employees, customers, and allies alike. Try to find out what represents your business and what does not. Ask yourself why you do what you do and how you do it.
3. Create the Mission
cOn the other hand, it is more concrete and actionable than the Vision, since it describes the reason for the business being. It has to do with what you do and what goods or services you offer to people. To have the mission of asking yourself what you do for your clients. What industry does your business serve? Collectible art, fresh food, medicinal care, entertainment, etc.? Who are your clients? What do you do to meet the needs of your industry? What techniques do you use to do it (innovative thinking, data, discounts, etc.)? Does any of this make you different from your competitors? In what other ways do you differ from them? Now put all of these points together in a short statement that is to the point and in plain language.
4. Define the Personality of the brand
This is where you define the tone of voice, the color palette and the visual and design style that you will use in your communications and in your marketing actions. To think about the personality of your brand, ask yourself: if my brand were a person, how would I describe it.
Maybe you would say that your business is welcoming, innovative, current, young and intelligent. Again, evaluate your hypothesis through a survey or focus group.
Once you have the 4 elements of your brand, you can integrate them to help guide your marketing, your strategy and your actions. For example, your brand vision can help your next ad campaign look to the future and have clear objectives, while the mission will ensure that your ads are focused on the heart of your business.
At the same time, your campaign should promote in people the emotion that was expressed in 1 word in the character of your brand, and the tone of voice should reflect the personality you chose. All of these elements will help communicate what your business does, why it is different, and what kind of person it is targeting. And all that will, at the same time, make your brand more solid both for the industry and for the minds of your consumers.
Make sure everyone involved in marketing, from the internal team to the external agencies, understands the 4 elements of your brand and how they work together. This will help your marketing be consistent throughout the entire process.
Don’t forget to be authentic and really have to live your brand identity, not just talk about it. No customer likes to deal with brands they can’t trust.