your Brand Identity influences your brand image
Brand identity is what you decide your company stands for. Brand image is what people believe your company stands for.
Strengthening your brand image requires paying attention to your brand identity. This contains many aspects, and the power of your brand image is often measured by the consistency, clarity and quality of all the elements considered for your brand identity.
The are five main brand pillars in building a clear brand identity, which are purpose, perception, personality, position, and promotion. Let’s take a look at each one:
Purpose
What positive actions does your brand take to make a difference in your clients’ lives?
Does what you offer solve a particular issue or problem in your clients’ lives?
What is your personal story for ending up offering what you do?
Perception
What is the perceived value that your clients have of your brand?
How well do your clients recognize your brand?
What words do your clients use to describe your brand or services?
What do your clients associate you with when they think of your brand?
Personality
What words or language do you use when you speak to your clients?
What feeling are your clients left with after working with you?
What is the tone created before, during and after interaction with your clients?
Position
What area of service is your brand functioning in?
Whose needs are you fulfilling? Whose problems are you solving?
Are these the clients you’d like to attract?
Would you like to be attracting the same clients in five years?
Who are the competitors of your brand?
Where do you stand in your area of expertise, in relation to your competitors?
How loyal are your clients to your brand by returning for services?
Promotion
How does your clients relate to you visual brand identity?
Where do your clients go to find you?
How do you describe your business and it’s offerings in 10 seconds?
Which collaborations are best for your business?
How do you handle client issues, with a positive outcome?
Concisely considering these five pillars, will improve your brand image, the way your clients see your brand from the outside in. A positive reputation will attract the clients you want and also build a strong customer loyalty with those you are already engaged with. It builds trust and credibility, and with strong cohesive visual elements it makes your brand more recognizable, differentiating your brand in your market from your competitors.
Paying attention to these five pillars consistently across all aspects, will do the one thing that is generally the toughest, especially in saturated markets; it will make you positively memorable and when you are memorable, you’ve reached your goal of having a great brand image.
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