Brand Identity is a promise. One given from business to customer to expect certain things. Whether that promise involves product quality, service, price or a million other things varies from brand to brand. But the one thing common among all brands is the need to be a strong brand.
Why is brand identity so critical?
A strong brand identity can position a company above its competition all by itself. But having a brand that’s strong takes time, money and effort to develop. It’s not as simple as just redesigning a logo or rewriting a tagline. Brand identity is the reason you offer for your customer to choose you instead of your competition.
How to rework your brand identity
Successful re-branding involves “evolution,” not “revolution.” You must impress upon your existing customers that your new brand is just a new and improved version of the same you. It’s important to not get too crazy with a re-branding effort because you could end up destroying fragile emotional ties and customer loyalty.
Brand identity is much more than marketing
Having a brand identity that resonates with your market is important, but not at the expense of the people within your company. They need to not only get it, but also be your brand’s most fervent ambassadors. Do your employees believe in your company? Do they feel like they have a vested stake in its success? Companies with solid brand identities can say yes to these questions. Can yours? If not, here’s some things you can do:
1. Get every aspect of your company on the same page: Easier said than done, right? Well, that doesn’t mean it’s not necessary. Get all your departments talking to each other and understanding each other.
2. Promote everyone to the position of brand ambassador: Give everyone a common understanding of the company, its mission and their part in it. They should feel like they have ownership–even if they don’t.
3. Reinforce brand values and behaviors: To do this, use the tools you have, such as internal communications…and like a good basketball coach, consistently promote these fundamentals until they’re second nature.
Your employees will ultimately determine your success or failure. That’s why it’s so important to have them buy into your company’s brand identity. However, that’s not something that can be forced. You, as leadership, must earn it. But once you do, you’ll have a company that is full of happy, motivated successful brand ambassadors.
Scott White is President of Brand Identity Guru a leading Corporate Branding and Branding Research firm in Boston, MA.
Brand Identity Guru specializes in creating corporate and product brands that increase sales, market share, customer loyalty, and brand valuation.
This Article may be freely copied as long as it is not modified and this resource box accompanies the article, together with working hyperlinks.
factsmgtadmin
skintherapyletter
corsipiratati
99dianying
338848
lequotidiendupharmacien
szechenyibath
4c-services
thedecoration
bukmacherzy-legalni
4ege
alpha-katekyo
plisweb
aube
lavc
arlafoods
cua
as-p
landkreis-schweinfurt
nyxop
parthenon
nihon-e
agri
loveincmag
elmg
maryrobinettekowal
kjzfw
roadlady
santementale
zhev
bestmediatools
quebit
cameron
ostan-th
privatefleet
tacojohns
liebelib
trunojoyo
bekeltetesveszprem
jupiterresearch
otrailers
mtv-stuttgart
aviationsuppliers
napivosrozumem
andcanvas
lovethatmax
rasait
extendedsubset
phpweb
the-talks
ftf
chengde
stillstandingmag
braintracksaudio
publictransportation
bdg
pixellogo
splitbee
gecurrent
dentsplyimplants
benxi
airlst
actionstation
superzoo
lobservatoirecreditlogement
powdersvillepost
sta
ares-ac
carlisle
janebi
nzfsa
acatfrance
stylelabs
theicongroup
indexabrasil
parqueciencias
thedigitalbits
i618
adultprovide
zaek-hb
sealife-cameras
grep
3846app
gqmiddleeast
npo-echelon
vortexvision
graciebarra
cialissy
tartansauthority
itconsultora
lafermedubuisson
sofiadoors
jxhjxy
fly-and-help
sven-giegold
ovalmint
fotoredaktor
candor
lib
mtdsalestraining
couragerc
group-tgs
ttm
stickystudio
fewspirits
88qf
taylorpearson
dreamingwithjeff
inkom
stadtwerke-bamberg
sunspel
nexu
royaltykitten
monumentalsportsnetwork
it506
faemc
aksisnet
meaweb
comune
parentsprotect
stathat
exputer
invotes
prizewebworks
abeso
blazegrills
politics1
lattiumca
gendou
brasfieldgorrie
cosmedental-toyosu
vicusantiekrestauratie
ziggodome
naccscenter
cmweb
y
snco
