‘My business is my baby’. Recognizable? You can also treat it this way; when founding your startup, you start your own brand, and that’s similar to a real person. Everyone has their own name, appearance and personality. These are things that make people unique and distinct from each other. The same goes for your business, because by forming a clear brand identity, you make your startup recognizable to (potential) customers. But how do you do that? We’ll explain it to you.
A brand identity is more than just a catchy slogan. It is all the combined characteristics of a brand. For example, think of the corporate identity and the name of your company; the things you use to show who you are. With these characteristics you ensure that your brand stands out and thus remains recognizable in the market.
Building brand identity
A strong brand identity gets customers to notice you: they know who you are, what you stand for and why you do what you do. Building brand identity is a methodical job. Before mapping out your mission, vision and values, it is important to understand who your customers are and what motivates them. This forms the foundation which you’ll build everything on. After all, customers are not only looking at your product, but also at the story you tell around it. To achieve this, you need to apply several elements to your brand identity.
Physical characteristics
Your brand has visual and verbal elements that ensure that your brand has a face, so to speak, and is therefore recognizable to your target audience. Think of typography, color, logo and corporate identity. The verbal elements are like a voice that you use to convey your message to the customer. You show who you are and what you have to say. You do this, for example, by coming up with a standard slogan and using a set tone-of-voice. It is also important to get your brand name and brand personality in focus so that the target audience will always recognize you. All these features will help you in building a strong brand identity. By formulating a clear message and defining your corporate identity, you establish a strong image and (hopefully) your target audience cannot ignore you.
Helpful tips
Need additional help? Nick Veringmeier, PLNT community member and founder of JPP Life Sciences Marketing has listed some tips for you:
- The value position (what you offer) is key: having a clear picture of what your customers want and need helps you define what makes your brand or product unique. You need to ask yourself questions such as “What do we offer that others don’t?” and “How do we solve specific problems?” so that you can identify your unique characteristics and advantages.
- Use the right marketing tools: you need to communicate your value proposition clearly and consistently to the customer. Things like a website, brochures or social media are tools you can use to communicate your core values. You need to capitalize on your target audience’s language and emotions so that your message resonates in a way they understand. This is best done through storytelling and testimonials about your product.
- Create your own branding: customizing something is essential to making your brand identity your own. Instead of using standard templates, create unique, distinctive branding that fits your brand. This is because this not only reflects your brand values; you build a connection with your target audience with this, because it is clear to them that you have thought about this.
- Stay consistent: consistency is key. Building your brand identity takes time. It has to come to life and the customer has to recognize it. It is essential here that you keep communicating the same message and identity.
Building a strong brand identity takes time, but the benefits are undeniable. By being consistent in your visual and verbal communications and staying true to your core values, you create a recognizable and distinctive brand that inspires trust with your target audience. Remember that a brand identity is constantly evolving, so keep listening to your customers and adjust your strategy when necessary. With a clear vision and a well-thought-out brand identity, you lay the foundation for long-term success and a strong position in the market.
