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your business won’t survive because it
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has a cool logo but it will survive if
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it has a cool logo and a mission that
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people identify with building a brand is
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all about making that identity it’s
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about who you are and the rules your
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company follows to always be true to
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that identity when you go to market
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people start to think and feel things
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about your company building a brand
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through an identity will allow you to be
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in control of that voice and define what
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people feel is true about you it allows
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you to declare what it feels like to be
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a part of your brand to start making it
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desirable to become a part of the tribe
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of your brand and to garner an audience
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the stronger the identity the stronger
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the loyalty and instant recognition
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start to do this by thinking about why
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your company exists go to the mission
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and make a list of things your company
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feels passionately about outline the
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things your company stands for take that
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list and get feedback on it from people
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invested in your vision now take some
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time to think about what feeling you
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want to inspire in people known as brand
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promise this stands outside of your
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product although people should make the
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leap to your product easily for example
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Nikes is to bring inspiration and
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innovation to every athlete in the world
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and coca-cola’s is to refresh the world
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in mind body and spirit and inspire
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moments of optimism everyone while
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engaging with anything Nike should feel
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the empowerment and anyone who engages
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with coke should feel like it brings
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happiness these companies use this
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identity as a foundation and craft and
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reinforce it in every piece of marketing
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they do without fail to keep your
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marketers on track with the identity you
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create you need to take the identity
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you’ve created and give them a way to
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marketers need clear brand guidelines to
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follow and use against the things they
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create that are crucial for consistency
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following your identity this is key
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without it your consumers will feel
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brand dissonance and when they come
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expecting one thing they’ve seen before
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and instead get something else it’s hard
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for people to become loyal to something
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when it’s constantly changing faces and
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messages give them something consistent
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and recognizable that they can easily
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register with you and your brand
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