How to Build a Brand Identity
What Makes a Brand Authentic?
“Do or do not. There is no try.” – Yoda
Simply put, you can’t make a brand authentic. It either is or is not. You can’t teach someone to be genuine just as you can’t force a company to be genuine. Truly authentic brands were built that way from the core. It is based on beginning for the right reasons and holding true to those fundamental values throughout the business’ lifespan.
Determining the “why” we do what we do apart from that “what” we do is a great first step in identifying what (if anything) makes your brand authentic. Once you have established your reason for existence, only then can you portray those ideals through your marketing and customer engagement.
Who’s behind the curtain?
A brand is more than just a logo or your favorite colors and fonts. A brand is only as strong as the people and passion behind it. Everyone involved in the brand — employees, customers, etc. — have to believe in what that brand stands for. With Ironistic, that means quality, family, innovation and dedication to our customers’ success!
Just do you.
We’re in the age of the smart consumer. People know they are being marketed to so there’s no need to try and hide that. Cool professionalism isn’t something that’s bad, necessarily, but it isn’t a brand-type that people like to interact with. Be up front. Be honest. Have a personality.
Building trust is a must.
One simple word: Honesty. With all of the tools available to consumers nowadays, it’s becoming easier and easier to find a trustworthy business. Be truthful to who you are and what service you provide because if a potential customer can find one thing that smells a bit fishy, they’re going to pick your competitor.
Represent with integrity.
A brand is built on customer loyalty and core values. Authentic brands should represent their products with integrity. Authentic brands state values clearly and listen to what consumers have to say and adjust accordingly.
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