Let’s look at what it takes to have a strong brand identity, where a company has a clear vision for the products and services it provides, as well as a powerful personality rooted in a solid brand belief system. Ultimately, it all comes down to having a “brand soul” that sets a company apart from its competitors.
Brand belief systems are the core of strong brand identities, because they inspire the mission statement, values and overall identity of the company. Beliefs can be rooted in a company’s history, its purpose and even its personality. A strong brand belief system should include five important elements:
1. A Clear Vision: The vision is a concise statement of where the company sees itself in the future. It should be inspirational, and it should be attainable.
2. A Unified Message: Every element of the company’s communication — from its website to its marketing campaigns — should convey the same message, so that the brand remains consistent and memorable to customers.
3. A Commitment To Quality: Quality is the foundation of successful brands, and customers know that there’s a huge difference between something that’s merely “good” and something that’s “great.” Quality should be emphasized in every step of the process, from product design to customer service.
4. A Unique Personality: Every company should have a unique personality that sets it apart from its competitors. This personality should come from within and reflect the beliefs and values of the company.
5. A Passion For The Product: Successful brands are passionate about their products. Through this passion, the company can create an emotional attachment with customers that sets them apart from their competitors.
When a company has a strong brand identity, it communicates a unique and powerful personality rooted in a belief system that’s specifically crafted for the company. This encourages customers to become connected and loyal to the brand, and it lays the foundation for a fruitful relationship.
The key to having a strong brand identity is to remain continuously true to both its overall vision and mission, as well as to its core values and beliefs. Ultimately, a company should do all it can to make sure that these beliefs are reflected in all areas of its communication and services. Not only will this create a strong brand identity, but it will help to create a lasting impression with its customers that will bring them back time and time again.
