How To Define Your Company’s Brand Identity
Your brand identity is more than just a choice of aesthetics or attitude. It’s literally the story you tell about your business, which means that identity carries a lot of information about who you are, who you think your customers are, and why you’re the choice to meet their needs. Regardless of your industry or role in it, this is true. Even companies that work entirely in the supply chain need to think about how their marketing materials present them to prospective customers because they need to demonstrate their utility and high-quality service to other people who need those things in order to make their own companies run properly. So what goes into an identity narrative for a brand?
The first step is to understand what your challenger narrative model is because it defines how your customer views your company’s position in the market. Are you an underdog with a great innovation looking to remake the industry? A trusted name whose recent rebranding experience hasn’t changed your longstanding tradition of great products and services? You might even be the dominant business in your area, reaching out to show new customers what they might have missed by waiting so long to work with you. Regardless of what you choose, the rest of your brand identity is shaped by your challenger narrative, because it serves as the lens that focuses the rest of your story.
While you establish that story, you’re also going to need to pay careful attention to the rhetoric you employ. It’s good to get emotional because the texture of that emotion and the target of it will help reveal a lot about your business culture, which is the primary way customers experience the character of an organization. Be passionate, show what sparked your desire to work in this industry, and make sure the emotion you put into your story matches the challenger narrative. Spunky underdogs are usually optimistic, for example, where established brands who are reaching out with new ideas tend to position themselves as trustworthy and considered a lot of the time.
Last but not least, remember your brand identity is an evolving concept. You need to keep your content on track so that narrative advances alongside the customer’s experience with you, tracking your own changes to service offerings and availability, as well as the changes to the size of your operation and the experience customers have while working with you. That part should just make sense because if you’re successful, you can’t stay a spunky underdog forever. Eventually, you outgrow it.