If I gave you 30 seconds to explain your company, its products and its ethos to me, could you do it? If not, it’s likely that you need to strengthen your brand identity.

I spent the last 12 years working in 2 different companies. The first was in the third sector, the second was a B2B SaaS company. The only thing that the two organisations had in common – other than one specific and very short employee -was that they both knew exactly what they stood for.

As a business, knowing what your purpose is, who your customers are, and having clear goals, are key elements of success. Even though I knew this, I still found it difficult to implement it when I went freelance a couple of months ago. So having just been through it myself, here’s the low-down.

What is brand identity?

The easiest way to explain brand identity is to think of it as a complete personality, encompassing all of the components that make the brand identifiable. It’s a combination of purpose and values, the way the brand looks, sounds and presents itself.

Highly successful marketeers use human psychology to get their brand identity across quickly and in a way that is recognisable and appealing to their target audience. Think of how some companies position themselves and appeal to their customers’ beliefs and aspirations:

• Nike: “Just Do It” – you’re edgy, an action-taker, you’re a winner with a can-do attitude. New slogan: “Until we all win” – we’re all about diversity and inclusivity, we’re modern and woke (in a good way).

• Apple: “Think different” – you’re a disrupter, a lateral thinker, a leader not a follower.

• L’Oreal: “Because you’re worth it” – we’re high end and so are you, our product is worth the money and you deserve to have it.

You get the picture. So how do you get started?

Who are you?

This is the first, essential step in creating your brand identity because if you or your employees aren’t sure of the answer to this basic question, your prospects won’t know either.

Getting started:

1. Create a brand mission statement

• Your mission statement should be brief and memorable.
  • Use it to express your ‘why’. Why was your brand created?
  • Write it down in between 30 and 100 words.

2. Create your brand values

• The beliefs that underpin your company.
  • List the main values that you prize and express them simply.
  • Icons can make a great shorthand to represent each value and reinforce brand identity.

3. What is your unique selling point?

• This is your ‘what’, your point of differentiation from your competitors.
  • This can be product, service, price or niche but make it clear enough to sell.
  • Keep this front and centre for both employees and prospects because this is what makes your company special.

4. What is your brand persona?

• If your brand was a person, who would they be?
  • Think about the demographics of your brand, the way it would look and its personality type.
  • Ensure that your logo, iconography, images and colour palette match this persona.

5. Create a brand voice

• This is how your brand persona should sound to match its personality.
  • What kind of language is appropriate for your brand’s identity.
  • What is your tone of voice? Does it match your messaging, audience and values?

Does your brand have an elevator pitch?

Essentially, this was the question I asked in my opening sentence. If you’re not familiar with the term, it’s the idea of boiling down your company’s offering to an essence so brief and concentrated that you could pitch the point of your business in a lift between two floors.

To quote probably the most famously successful elevator pitch in corporate history, here’s how Steve Jobs finally perusaded John Sculley to leave Pepsi:

“Do you want to spend the rest of your life selling sugared water, or do you want a chance to change the world?“

An elevator pitch makes your offering irresistable. If you can’t do it right now, then download my free brand identity template to get you started.

Brand identity template

If some of what I’ve covered feels a little woo-woo for your tastes, here’s why I think it’s important.

Humans are tribal animals and we are attracted to people and things that we can identify with on some level. Knowing and showing who your brand is draws employees, customers and prospects to you and inspires loyalty.

Use the free downloadable template to nail your brand identity and get in touch to discuss other ways I can help.