A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. – Seth Godin
Brand identity is who you are and what your audience thinks about you. You determine the voice and the look of your brand, but it’s ultimately determined by your audience and how you connect with them.
Know Your Audience
If you want great brand recognition, you have to differentiate yourself from the rest of the crowd. Understanding your audience is essential to brand identity. What do you offer that will alleviate concerns or fulfill needs? Connect with your audience and make them feel like you have something to offer that no one else can.
Build a Foundation
Establish something you believe in or create a foundation that encompasses your overall business and product. This will help you connect with your audience on an emotional level.
When you’re clear about your own identity, it will be easier to gain a following on social media, your website and other marketing channels. By establishing a consistent message, look and feel, your followers will have a better understanding of what you have to offer.
Cynthia Correll, a Communication Architect, determined that integrating art into her business helped her clients to engage prospects and audiences to get better results. By becoming clear about her own brand identity, she has helped her clients discover what works best for them.
Photo by Caren Libby – The Arch and Riverfront – St. Louis, Missouri
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