Brand identity analysis: Step-to-step guide to making your brand consistent

How can you make your brand stand out in a jungle full of companies providing solutions for the customers? It comes down to which features of your products and services you should emphasize through content, and why. That’s what brand positioning is all about. The first step is to create a consistent brand identity.

In this four-part blog series, you’ll learn how to create a brand positioning strategy through analyzing your brand identity (who or what your brand is), target group and competition. In the end, I’ll help you choose the best strategy for you.

Analyzing brand identity helps you discover your brand's potential

Through analyzing your brand identity, you can determine your strengths and weaknesses. Ultimately, your brand positioning strategy will be based on your expertise that your customers need.

Steps to making your brand consistent with its identity across the organization

If your brand is not consistent, it will never stand out or reach its true potential. Here are the four steps to creating your brand identity and making sure it’s consistent. 

Step 1: Think what you would like your customers to think about your brand

The foundation of your brand identity is up to you, the decision maker. How do you see your brand? What do you wish your brand to be like? Here’s what you should consider when establishing your (desired) brand identity:

  • History: What are the founding principles and milestones of your brand? These things tell you a lot about your brand and its story.
  • Business orientation: What’s the focus of your organization? Is it in product quality? Is it in the internal processes or customer orientation? Knowing this will help your customers understand what your brand is about.
  • Core competencies: What is it that you do better than your competitors? Ask your customers for feedback.
  • Mission and vision: How do you see your brand and your market in the future? Think about how you can get there and set your goals based on that.
  • Values: What does your brand stand for? This is the purpose that you are pursuing.

Step 2: Make sure your employees identify themselves with the brand

The key to your brand’s consistency comes from within. If your employees don’t recognize the brand they are working for, your brand is broken. Ask your employees how they see the brand, its competencies and values. Make your brand look like the people in the organization – only then your brand will be strong.

Step 3: Make sure your content is in line with your brand identity

What is more confusing than a website, flyer or social media post that doesn’t look like your brand at all? Make sure that you communicate your brand accurately according to steps 1 and 2. Think of content that help your customers understand the value of your products and services. Otherwise they can’t relate to your brand and will seek help from your competitors instead.

Step 4: Make sure your brand image is consistent overall

In the end, the image of your brand is up to how consistent your brand is across the organization, as discussed in the first three steps. If the thoughts of your stakeholders are not in line with your brand identity, go through the process again and see how you can improve and clarify your communication across the organization.

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