Brand Identity is a promise. One
given from business to customer to expect certain things. Whether that promise
involves product quality, service, price or a million other things varies from
brand to brand. But the one thing common among all brands is the need to be a
strong brand.
Why is brand identity so
critical?
A strong brand identity can
position a company above its competition all by itself. But having a brand that
strong takes time, money and effort to develop. It’s not as simple as just
redesigning a logo or rewriting a tagline. Brand identity is the reason you
offer for your customer to choose you instead of your competition.
How to rework your brand identity
Successful re-branding involves
“evolution,” not “revolution.” You must impress upon your existing customers
that your new brand is just a new and improved version of the same you. It’s
important to not get too crazy with a re-branding effort because you could end
up destroying fragile emotional ties and customer loyalty.
Brand identity is much more than
marketing
Having a brand identity that
resonates with your market is important, but not at the expense of the people
within your company. They need to not only get it, but also be your brand’s
most fervent ambassadors. Do your employees believe in your company? Do they
feel like they have a vested stake in its success? Companies with solid brand
identities can say yes to these questions. Can yours? If not, here are some
things you can do:
1. Get every aspect of your company on the same page: Easier
said than done, right? Well, that doesn’t mean it’s not necessary. Get all your
departments talking to each other and understanding each other.
2. Promote everyone to the position of brand ambassador: Give
everyone a common understanding of the company, its mission and their part in
it. They should feel like they have ownership—even if they don’t.
3. Reinforce brand values and behaviors: To do this, use the
tools you have, such as internal communications…and like a good basketball
coach, consistently promote these fundamentals until they’re second nature.
Your employees will ultimately
determine your success or failure. That’s why it’s so important to have them
buy into your company’s brand identity. However, that’s not something that can
be forced. You, as leadership, must earn it. But once you do, you’ll have a
company that is full of happy, motivated successful brand ambassadors.
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