In a world where there are so many businesses in every industry and field imaginable, it can be hard to set yourself apart and really be an organization that people will remember and respect. However, just because it’s hard doesn’t mean it’s impossible. The trick is having a brand that people can easily identify and remember.
If this is something that your business has struggled with in the past, here are three things you can do to clarify your brand identity.
Know What You Want To Be Associated With
Before your brand can be recognized by the public in a certain way, you first need to determine what it is that you want your brand to stand for and be associated with.
To help you with this, Laura Lake, a contributor to The Balance Small Business, recommends that you spend some time thinking about five words that really describe your brand. These words can either be what you’re known for now or what you’re striving to be known for in the future.
By having five direct and distinct adjectives that you want to have associated with your brand, you’ll be better able to focus your branding efforts on those all-important terms.
Understand Your Unique Value Proposition
To have a business that’s successful in having its own brand identity, you have to know what your unique value proposition is.
According to Molly St. Louis, a contributor to Inc.com, your unique value proposition is what gives intrinsic value to your company and your brand. This should be the one thing that you’re the best at in your industry, no matter how small you might think that one thing is. If you’ve got a leg up on your competition in this one area, you’re bound to find people who will and do value that.
If you’re a brand that needs outside help with finding your unique value proposition, there are agencies and consultants who can help you with this.
Establish A Brand Guide
Very similar to a style guide for content writing, a brand guide is a document that informs everyone on your marketing team how all of their communication and marketing materials should reflect the tone and attitude of your company.
According to Raubi Marie Perilli, a contributor to Entrepreneur.com, your brand guide should include things like the voice you’ll use in all communications, brand colors, typography, formatting, graphic styles, and more. With this document, anyone who ever creates or posts anything for your brand will be able to have the same voice and tone, making it hard for anything you create to be “off brand” or contribute to any messaging that your brand doesn’t want to contribute to.
If you’ve had a problem nailing down your brand identity, consider using the tips mentioned above to help you clarify these points.