Brand Identity & Why it Matters
Your next great business idea is always right around the corner. In order to capitalize on your great ideas, it’s key to market them correctly, or you might end up with a flop. When you’re first starting out, it’s important to take the time to brainstorm and develop your brand identity. This helps deliver your company's mission — clearly and effectively. The goal here will end up being the foundation that your company will be built on, so it’s important to get it right. In this series, we’ll walk you through the process of brainstorming and developing your brand, step by step.
Today, we’ll start with the brainstorming process. This is where you gather all of your ideas and start to think about what you want your brand to be. All ideas are welcome in this initial phase – no idea is too crazy. Once you have all of your ideas down on paper, take some time to think about them. What do you love? What resonates with you? What feels true to your mission and values?
Once you’ve landed on something you love, it’s time to start developing your content from the perspective of the consumer. Think about all the brands you support simply because their mission is so good. What is it about their mission that speaks to you? How can you infuse your own brand with that same sense of purpose? When you start thinking about your brand from the perspective of the consumer, you’ll be able to create content that resonates – content that people will want to engage with and share.
The Importance of a Strong Brand
A strong brand is more than just a logo or a tagline – it’s the sum total of everything your company represents. It’s the feeling people get when they interact with your company, whether that’s in person, online, or through marketing materials. A strong brand conveys trust, quality, and reliability – three things that are essential for any successful business.
Your brand is also what sets you apart from your competitors. In a world where there are seemingly endless choices for everything from toothpaste to software solutions, customers are looking for brands they can trust – brands that have a clear identity and purpose. By taking the time to brainstorm and develop your brand early on, you’ll be setting yourself up for success down the road.
How to Brainstorm Your Brand
Now that we’ve talked about the importance of a strong brand, let’s dive into the process of brainstorming yours. As we mentioned before, all ideas are welcome in this initial phase – no idea is too crazy. The goal here is simply to get all of your ideas down on paper so you can start to sift through them later.
There are a few different ways you can approach this task:
Brainstorm with a group: Gather together a group of people who are familiar with your business (this could be employees, shareholders, investors, etc.) and bounce ideas off of each other. This is typically my favorite way to go!
Go solo: If you prefer to work alone or if gathering a group together isn’t feasible, sit down with a pen and paper (or open up a blank document on your computer) and start brainstorming on your own.
Get input from customers: Talk to current and prospective customers and ask them what they think about your business/idea/product. What words come to mind when they think about what you do? What do they love/hate? These insights can be invaluable as you develop your brand identity.
There are endless possibilities when it comes to branding your company – but it all starts with a great brainstorming session. By taking the time to gather all of your ideas and think about what you want your brand to represent, you’ll be well on your way to creating a strong foundation for your business. The next post in this series, we’ll talk about how to take these raw ideas and turn them into a cohesive brand identity. Stay tuned!
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