How to Build Your Brand Identity in 2019

By on March 7, 2019

Image Source: Pexels

If you’re starting a business, trying to grow as a freelancer, or are simply looking to make a name for yourself online, you’ve probably thought about your brand and how you want to be perceived by acquaintances and professionals. On social media, where a person is directly in control of what strangers and friends alike see about their personal life, it’s important to have an identity that you feel reflects your goals, aspirations, and beliefs. Before you can do this, however, you must reflect and think critically about what you’re hoping to accomplish, how you’re hoping to accomplish it, and what you are and are not willing to do to get there.

Brand Identity Prism and Brand Personality

To build the brand identity for your business, you must look at the various components that make up your brand, as well as the consumers you’re marketing towards. Jean-Noël Kapferer,  a world-renowned expert on brand management, defined the brand identity prism, which explores the six aspects of brand identity. Defining these components in a business helps companies expand their brand in effective ways and makes it easier for them to market their brand to consumers.

  1. Physique: This segment of the brand identity prism refers to the physical qualities of your business, such as the brand’s logo, color, shape, and other symbols. All successful brands have business logos that are easily recognizable and instantly make you think of the business and its other qualities. As you start your business, consider going to a business graphic designer to help put a stylish and effective logo together for your brand.
  2. Personality: A brand’s personality is defined by its own character, as well as the traits and personality you might attribute to someone who shopped there above anywhere else. The contents of the store may signify that a customer who shops there is stylish, quirky, or adventurous. This helps consumers relate to the personality of the business and can encourage them to buy more and explore what other traits the business has to offer.
  3. Culture: The culture of a business is defined by deeper qualities, such as principles, origins, and behaviors. A business’ marketing team will instill values into a brand as they associate it to topics that are important to the company, like eco-friendliness, sustainability, fair trade, equal rights, or all-American qualities.
  4. Relationship: The type of relationship a business has with its customers can appeal to a variety of consumers. For example, some businesses go for a “Ma and Pa” relationship, that can signify they’ll be there for you every step of the way, which may appeal to younger or nervous consumers. Others may offer luxurious services by promoting that they will take good care of you, whatever you need, which appeals to customers short on time.
  5. Reflection: Reflection refers to a business’ target customer, or who a marketing team imagines it’s marketing to. This is defined by the ideal consumer demographics and characteristics, which can help marketing experts keep up with what is trending in that age and culture group at any given time, and to adjust marketing as needed.
  6. Self-image: Self-image helps a brand understand how their consumers see themselves, which helps to tie the rest of the prism together. Having insight on how your customers perceive themselves offers a look at why they associate with your brand and can help you adjust brand qualities to match them better.

Building Your Brand Identity Where it Matters

As you work to clearly define your brand identity through the multidimensional brand identity prism, you can start to thoroughly build a strong brand identity. Once you have a strong understanding of your brand identity, it’s time to move on to other important areas of solidifying your business, one of which is customer perception and reviews. Google and Amazon are two of the largest companies on Earth, and your standing with customers through their lens has the power to really affect your business, whether that is in a good way or a bad way.

If you’re offering a product for purchase through Amazon, it’s important to make expectations about the product extremely clear to the customer. Amazon shoppers are accustomed to two-day free delivery, well-packaged items, and easy returns. Therefore, if you list your products on Amazon, you have to be clear on whether your customers can expect the same quality of customer service or whether you are a seller with different delivery and product guidelines. Not making these expectations clear could result in negative product or seller reviews, which could get your product listed lower on the page where it may be missed.

It’s also important to make sure your brand identity is consistent across all of your social media platforms. Your brand’s image and reputation will be set and built here with a large percentage of your current and future customer base. In addition to Google and Amazon reviews, customers are checking out and interacting with your social media accounts, either singing praises or sharing bad experiences. Social media is your business’ best opportunity to interact with your customers in real time with social listening, as well as gain important and quantifiable data on improving your company’s image.

How Brand Identity Can Help Your Business

In the digital age, brand identity has never been more important to the success of a company. Consumers flock towards companies that they connect with and that help them feel understood, which makes consumer perception crucial to the amount of business you’ll receive. As your business grows, brand identity will also help with recruiting talented employees to your business. More professionals are seeking out companies that are in line with their ethics and way of life, and brand identity can make it easier to see what a business stands for.

Brand identity helps build trust between you and your customers because it shows transparency of business beliefs and allows consumers to gain an understanding about your business without having to go out of their way to look for it. It’s important to carefully craft a brand identity prism for your business, and to be thoughtful in who you’re marketing towards and how you’re marketing to them. With a strongly established ethos and brand identity, customers will be able to see and understand for themselves what your business truly has to offer.

About Avery Phillips

Avery Phillips is a unicorn of a human being who loves all things related to people and their entrepreneurial spirits. Comment down below or connect with her on Twitter.
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