Regardless of the type of business you’re running or even the industry that you’re operating in, one of the most valuable assets you have is and will always be your brand identity. This is more than just a logo or a catchy name – it’s what people feel when they think about your business and obviously, you want those emotions to be as positive as possible.
But the only way to make sure that your branding efforts have the biggest impact possible is to really assess that identity and determine what it is, what you want it to be and how to connect those two dots.
Uncovering the Identity Behind the Brand
Once you determine your brand identity, it will influence every decision you make thereafter – including the voice of the messaging used in your marketing collateral. Because of that, you need to decide which one of these personas accurately describes the business you’re trying to run:
- The caregiver. You want to protect others through values like compassion, generosity and care.
- The creator. The value that you provide to your target audience is born out of innovation and imagination.
- The ruler. You’re an influencer in your marketplace and your competence is what separates you from your competitors.
- The hero. Nobody works quite as hard as you do and not matter what happens in your market, your discipline is always the root of your achievements.
- The maverick. You don’t just think outside the box – you live there, disrupting entire markets along the way.
- The magician. You don’t just want to make people’s lives better. You want to inspire and empower them with your products and services.
- The “Average Joes.” At the end of the day, you’re just like the people you’ve already dedicated yourself to serving – and that is exactly what is going to give you your edge.
Once you discover the persona behind your brand and determine what will resonate with people, you can get to work on reinforcing those ideas in every corner of your marketing strategy. From the design to the language of the copy to the specific types of direct mail materials you employ and everything in between, all of your choices need to confirm this brand identity in the minds of your audience. If you’re able to do that, rest assured that you will go far.
To find out more information about how to discover your brand and letting it inform your marketing strategy, or to get answers to other critical questions you may have, please don’t delay – contact us today.
