00:00

your business won’t survive because it

00:01

has a cool logo but it will survive if

00:04

it has a cool logo and a mission that

00:06

people identify with building a brand is

00:09

all about making that identity it’s

00:11

about who you are and the rules your

00:13

company follows to always be true to

00:15

that identity when you go to market

00:17

people start to think and feel things

00:19

about your company building a brand

00:21

through an identity will allow you to be

00:23

in control of that voice and define what

00:25

people feel is true about you it allows

00:28

you to declare what it feels like to be

00:30

a part of your brand to start making it

00:32

desirable to become a part of the tribe

00:34

of your brand and to garner an audience

00:37

based on that feeling

00:38

the stronger the identity the stronger

00:41

the loyalty and instant recognition

00:43

start to do this by thinking about why

00:45

your company exists go to the mission

00:48

and make a list of things your company

00:50

feels passionately about outline the

00:52

things your company stands for take that

00:55

list and get feedback on it from people

00:57

invested in your vision now take some

01:00

time to think about what feeling you

01:02

want to inspire in people known as brand

01:04

promise this stands outside of your

01:07

product although people should make the

01:08

leap to your product easily for example

01:11

Nikes is to bring inspiration and

01:13

innovation to every athlete in the world

01:15

and coca-cola’s is to refresh the world

01:19

in mind body and spirit and inspire

01:22

moments of optimism everyone while

01:25

engaging with anything Nike should feel

01:27

the empowerment and anyone who engages

01:29

with coke should feel like it brings

01:31

happiness these companies use this

01:34

identity as a foundation and craft and

01:36

reinforce it in every piece of marketing

01:38

they do without fail to keep your

01:40

marketers on track with the identity you

01:42

create you need to take the identity

01:44

you’ve created and give them a way to

01:46

measure their work against it

01:48

marketers need clear brand guidelines to

01:50

follow and use against the things they

01:52

create that are crucial for consistency

01:54

following your identity this is key

01:57

without it your consumers will feel

01:59

brand dissonance and when they come

02:01

expecting one thing they’ve seen before

02:02

and instead get something else it’s hard

02:06

for people to become loyal to something

02:07

when it’s constantly changing faces and

02:09

messages give them something consistent

02:12

and recognizable that they can easily

02:14

register with you and your brand

02:16

identity