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.
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:
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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