Imagine that brand identity is the DNA of your business. It makes up every single element of your business. Employees, content, interactions and more, it’s all part of your company’s DNA, your identity. Brand identity is the essence of your business. It makes your business unique and tells its story to the world.
Marketing without brand identity is a surefire way to create problems. People enjoy interacting with brands they perceive as being valuable, honest, and superior in quality. In fact, 64% of consumers say that sharing values with a company is the main reason they maintain brand relationships. Basically, if you don’t focus on telling the story of your company through transparent marketing tactics you’ll end up attracting unqualified leads and prospects who have nothing in common with your organization.
Brand Identity Crisis
A business that suffers from identity crisis won’t be in operation very long. Some of the most common problems associated with branding problems include poor brand management, bad communication, and lackluster leadership skills.
Common Brand Identity Problems:
- Internal Confusion. You know you have a problem when your employees don’t understand the organization’s brand identity. The problem is even worse when management doesn’t understand. Leave no doubt as to what your company does, who they serve, what the purpose is, and how employees fit into the big picture. Employees that love and understand a brand are powerful ambassadors.
- Rapid Expansion or Growth. Development is great. Every smart business person wants to see their company grow. The problems start when rapid growth isn’t scaled to adapt the messaging and organization to meet new demands. The pressure of growing can also initiate the introduction of products or services that don’t relate to the core mission of the business, producing more brand confusion.
- Poor Communication. People respect companies that are completely transparent about their products and services, as well as their goals and mission. Nothing kills your marketing efforts faster than giving your audience information that doesn’t accurately represent your brand. Sooner or later they’ll notice the inconsistencies in your messaging. Confused prospects will never become leads.
- Poor Brand Management. Management that can’t lead their company through the intricacies of discovering their brand identity pose a serious threat to the company’s longevity. The result is usually incorrect positioning and the alienation of potential leads and current customers.
Building a Consistent Experience
Whether you’re creating a product offer, writing a press release, hosting an event, or emailing clients, consistency is king. Build your company’s reputation based on reliable, uniform messaging that combines to tell a complete brand story.
Your brand identity needs to be as constant and recognized as your employee’s faces. The best brand stories lead audiences to feel like they’re part of a journey. Create an experience with your branding that compels people to interact with your business and enjoy the involvement.
Steps to Brand Consistency
- Think long-term. What will your brand look like in 10 or 20 years? How will your products or services evolve? How will you target demographics change? Creating a series of short-term goals that help achieve your brand mission will enhance the chances of successfully reaching long-term goals.
- Know your messaging. Accurate messaging can be used to clarify brand identity and attract qualified leads. Prospects, leads, and customers should be able to visit your main web page and immediately know what your company can do for them.
- Be transparent. Positioning your brand to accurately reflect the identity of your business is essential to successful marketing. Positioning statements that stagnate and fail to improve over time will lead to brand misperception.
Flexible Brands Endure
Brands that can adapt thrive. As new technology continues to shape the future and influence the way that people interact with brands, it’s important to forecast changes and adjust accordingly. Your brand needs to grow with your audience.
Everything from logos, messaging, products and services, and audience communication need to reflect the shifts of your target segment’s lifestyle and habits. Careful market research is the key to keeping up with the changes your audience segments exhibit. If you can promote your brand honestly, stay consistent with messaging, and adjust to changes in the market you’ll give your brand the best chance possible to prosper.