How To Build Brand Identity

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- So, you've got a logo and maybe even a slogan,

but that's not a a brand.

Too many people in this world think that branding begins

with choosing a brand name and ends with hiring a designer

to slap a few colors on any old generic logo and that's it.

Now, if you're one of those people just give me

a few minutes, okay?

Let's fix that perception.

(upbeat music)

Some people think that building a brand is

a task strictly left for graphic designers.

No, nuh-uh, wrong.

The truth is branding is from marketers and business owners.

Branding takes place at every touchpoint,

every interaction with the consumer,

and every time they think of your brand.

Most importantly,

branding is ultimately controlled by the customers.

Too many companies think that they get to choose their brand

while you only really get to influence

how your customer sees you, not the other way around.

So to help, we've put together a quick look

at some of the key elements that go into building

a strong brand identity.

First up, being responsive and consistent.

Don't just build things because they make you happy.

You take an action, you see how the customer responds,

take on more of the feedback,

and then you implement that

into your brand strategy going forward.

By monitoring your audience responses as you go,

you can see what does or doesn't work

while consistently engaging with them.

And of course, there's no need to alter every fiber

of your company's being with every piece of feedback

but keep an eye out and take things in.

Next up, authenticity.

Now, it should really mean something

to say that a brand is authentic.

But what does that mean?

Truly authentic brands understand themselves

at the deepest level.

And they're able to foster meaningful

and long lasting relationships with customers.

And not only are customers more likely

to trust an authentic brand,

they're more likely to recommend it, which is key.

Third, creating a brand strategy.

Yeah, brand is never truly done.

Over time they change, they evolve, they develop.

I mean, you can see that in logos alone.

Branding is a daily process of bringing multiple aspects

of your business and voice together

and then adjusting them

to what the customer expects from you.

Next up, brand story.

Now this relates back to credibility.

How did you as a company come to be?

And what makes you so passionate about solving

this particular problem?

The term storytelling is used a lot

but this isn't just about telling a good story.

It's about telling people what your company stands for

and getting them to stand behind

the ideals of your business.

Then we have brand essence.

Now this is when we get to your company's core values.

What principles will shape your company's culture?

Now, many companies out there will claim to differentiate

themselves with values like, we're transparent.

We have have a great company culture,

there's no company out there like us.

Okay, okay, well done, fine.

These unique core values

that so many companies profess kind of become the standard

for tech start-ups.

Which is good, it just means that we can all stop stating

the obvious and look for really unique,

new, fantastic ways to differentiate ourselves.

It's time to show instead of tell.

Think of what truly unique values you have

and build them into your company culture from day one.

And finally, brand differentiation.

Copying the same strategy as another company

is the tactic reserved by those most dastardly of villains

who just aren't creative enough to come up

with their own ideas.

Don't be a copycat.

Originality is way more fun.

This all comes back to defining

your unique selling point, your USP.

What does your brand have that others don't?

And how can you position your company in a way

that it can't be replicated?

This also goes back to understanding the one thing

that you are best at and turning that into a message.

Look, at the end of the day,

whether you're starting out on a new endeavor

or rebranding an old business,

you need to take the time to build a branding strategy.

This way you can ensure that you

and your team can align your voice,

your goals, your visual elements,

and every other thing that goes

into cohesively portraying your brand.

Because as we said,

it's the customer who decides who we are.

So ask them what they think.

Your brand is never done being built.

For a deeper dive into what we discussed in this video,

check out the branded link on screen or in the description.

And if you have any questions,

let us know in the comments below.

Until next time, take care.

Hey everyone, thanks very much for watching.

We hope you found this video

on building your brand strategy helpful.

I mean, I know I did.

So, hey you probably did, too.

Thanks very much.

If you're interested,

you can find more videos about Rebrandly

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