VIDEO: Starting your brand identity process

VIDEO: Starting your brand identity process

Cool Growth Hack:

Starting your brand identity process

“I don’t need to invest in my brand to be successful in the market” – said no company ever. Well, maybe Craigslist, Etsy or Siracha sauce.

But what to do if you don’t have a unique product or service and operate in a highly competitive environment?

The answer is simple: know who you are and shape your distinctive brand identity.

This will set you apart from your generic competitors.

So how do you go about creating a brand identity? Let’s dive into the process!

LIST OF RESOURCES
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Resources mentioned in the Video:

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Matista’s research showed that customers who have an emotional connection with a brand have a 3 times higher lifetime value.

And in a Pitchbook survey about sourcing private equity.

They found that 82% of investors want the companies they invest in to have a strong brand.

But what is actually a brand?

To put it simply :

“A brand is a perception of a company in the eyes of the world.”

Or if you’re an Amazon fan and prefer Jeff Bezos’ definition of brand.

“Your brand is what people say about you when you’re not in a room”

Very often, people mistakenly think that brand identity is just your logo, visual elements and house style.

However, brand identity is much more than that.

It is a collection of all elements that a company creates to portray the right image to its consumer.

And includes your culture, mission, vision, tone of voice and even behaviour of your employees.

Our favourite model to illustrate how brand identity works in the consumer’s brain is the brand concepts map.

Published in the journal of marketing research by Deborah John and Barbara Loken.

As marketers, we try to build an ideal brand map, to create positive brand associations.

We do this by launching different campaigns and communications and avoiding negative associations with our brand by not being involved in dubious activities or PR scandals.

It doesn’t matter if you’re a part of a well-established brand or just a start-up, I strongly advise you to run this exercise when establishing or evaluating your brand identity.

Ask your customers or even your employees the following question:

“What associations do you have when you hear [your brand]?”

Identify the most mentioned responses and use them as a foundation of your brand associations map.

In the link above, we left you a template with a video explanation on how to create your own brand associations map.

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So there you have it.

This was your brief introduction to brand identity and a useful model on how to illustrate it.

Don’t forget to comment if you have any questions, and give us a like and subscribe if you found this video useful. See you next time!

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