Creating Brand Identity

A front-line employee may define brand as simply the logo on your letterhead. Executives give the term a broader scope, including corporate strategies and the value they bring to their clients. Actually, these are all essential elements, and there is more.

When creating your brand:

• be consistent in its visual presentation;
• be sure it evokes the right emotional response;
• develop it from the outside in;
• promote it from the inside out;
• empower employees to demonstrate it.

Consistency in your visuals is a key component of your brand. It re-assures customers they are dealing with a stable and secure company. If a restaurant chain had a slightly different sign at every location, you would certainly be confused about what to expect, and the brand would suffer.

Beyond consistent visuals, your brand must evoke the right emotional response. Naturally, you want to be seen as the right choice. This is where a solid analysis of your target market and your vision and values play an important role.

A market analysis should include an in-depth look at your customer. You need to understand exactly what they are looking for and then deliver more than they expect. Developing your brand with the customer in mind allows you to create a better customer experience.

Your vision and values inspire the customer experience. From advertising, to the close of the deal and beyond, each touch point defines and promotes your brand. If you haven't already done so, it is important to bring your vision and values to employees so they share ownership of the customer experience.

Simply put, brand is the total customer experience and great experiences create powerful brands.

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