How to build a brand identity
The smallest business should still 'think brand'. Let's discuss how to build a brand identity...
A brand = a promise. What is your promise to your marketplace?
If your business is 'just you' then you are the brand.
Your brand is based on your values. What are your values? Have you thought about them recently? Do your colleagues / associates / customers / suppliers know what they are? Do you have a written list of your values? Do you display them within your website? A member of The Marketing Compass told me recently that a new client selected his company on the basis of their values (as seen on their website).
Successful brands display certain qualities. For example:
* They are clear what they stand for
* They have a marketing strategy, plan and direction
* Their messages are congruent
* They use visual brand identity consistently
* They continually invest in promotional campaigns
* They use a wide promotional mix
* They are creative in their approach
* They stand out...
