The Two Most Important Things When Establishing Your Brand Identity

Many small business owners who are just starting think that all one needs is a logo, coupled with the product or service, and then all is already set. However, Brand-building is so much more than generating your logo from the free logo creators sprawling like banana shoots on the internet. Enter the concept of brand identity.

Your brand identity is the essence of your business. It’s the unique personality that sets you apart from the competition and resonates with your target audience. But where do you even begin to establish this vital identity? There are many elements that contribute, but two stand out as foundational:

Brand personality and brand promise.

Brand Personality

Think of your brand personality as the soul of your business. According to Brian Lischer of branding agency Ignyte, it’s “the collection of human traits that are unique to a brand and consistent over time.” Is your brand quirky and playful? Reliable and trustworthy?

Just like a person, your brand should have distinct personality traits that are reflected in your communication style, visual elements, and customer interactions. For instance, a brand selling handmade jewelry might cultivate a warm and artistic personality, while a company specializing in cybersecurity software might project a dependable and secure image.

Defining your brand personality helps you connect with customers on an emotional level, fostering loyalty and trust.

Brand Promise

Your brand promise goes beyond a catchy slogan; it’s the core value proposition you deliver to your customers. As Mailchimp explains, it’s “a commitment made by a company to its customers that outlines the value and brand experience they can expect when using its products or services.” This promise encompasses the value you deliver, the problem you solve, and the experience you create.

For instance, a brand selling athletic shoes might promise innovation and peak performance, while a local coffee shop might promise a warm and welcoming atmosphere. A strong brand promise builds trust and loyalty by consistently delivering on its core value proposition.

Focusing on brand personality and brand promise serve as a guide for your overall brand. Should you feel like you’re straying too far from “who” the brand is, you only need to look back to your brand promise and personality to set your path straight, which will then let you establish a strong foundation for your brand identity.

Your brand personality creates an emotional connection, while your brand promise ensures customer trust. A well-defined brand will let you create a meaningful and lasting relationship with your customers in the long run. (GFB)