Start With Your Brand Identity

Start With Your Brand Identity

Knowing what you represent as a company is how you build a strong foundation for growth. You need to know who you are, what you do, and, more importantly, why you do what you do as a company. All too often, business owners never take time to define what it is they want their company to represent, and over time, you begin to chase the wrong business opportunities, the wrong customers, and may even hire the wrong employees. 

Taking time now to get clear on what you want for your business and what you want your customers to say about what you do is a must-do step, if you haven’t already done this.

Follow these 3 steps to get focused on your brand identity.

  1. What do you want your company to represent? Do you want to be known for your innovation, your customer service, your philanthropy, etc? If you could pick one word to describe your company, what would it be? What would you want it to be? When you know what it is you want your company to be known for, then you can be sure that everything you do is in line with this brand identity.
  2. What do you want your customers to say about you? Think about your products and services, what is it that your customers may say that makes them unique? If the answer is “nothing” then you need to go back to the drawing board. If (from Step 1), you want your company to be known for its innovation, but if your customers would instead define your products as being affordable, then there is a disconnect between what you want your brand identity to be and what it actually is.
  3. What is your end goal? You want to outline your long-term goal. Where do you want your business to be in 5 years, 10 years, or 20 years in the future? You need to know and identify your goals and ensure they are aligned with your brand identity. Knowing where you want to end up or what you want to achieve will help you stay focused on crafting a brand identity that will support these goals.

Keep in mind that business is ever-evolving and it is okay to undergo rebranding if you find that what you want your business to represent is not how your customers view your business. The key is to return to your brand identity and to ensure that what you do will showcase your brand in the right ways.

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