A strong brand identity underlies every aspect of your business. You want your marketing, sales, company culture, and more to reflect this identity so that it becomes inherent to your business.
In a recent podcast interview, Chris Smith, Founder of The Possibility Company, discussed defining a brand identity with Adi Klevit of Business Success Consulting Group. He shared that when you define a brand identity, you define what your company gives to people. This then spools out and helps you determine your ideal customer, the culture you'd like to have around that identity and the systems that make up the company.
One company they discussed in their interview was Business Success Consulting Group. Adi shared that she helps business owners build systems, but that isn't the brand identity. Instead, it's the fact that these systems return time to the business owner and give them peace of mind. With systems built and employees performing their work flawlessly, the business has fewer errors, which means fewer headaches and more time for the business owner to see their family, take a vacation, or otherwise take back their time. Helping entrepreneurs gain freedom and regain control of their time is the brand identity here at Business Success Consulting Group.
How did Adi and Chris define that brand identity, and how can you do it for your own company? Read on to find out:
Four Steps for Identifying Your Brand Identity
1. Ask yourself these questions about your company:
- What do we want to be known for?
- What's our purpose?
- What are we committed to?
- But what about our identity?
- Who are we in a way that no one else can talk about it?
- Who are we in a way that isn't commoditized?
2. Narrow your focus.
Consider what makes your company unique for the customer. Many company owners will refer back to the industry and what your brand can provide a customer within that industry. Instead, consider the long view of what your product or service provides. When Chris did this with Adi, they discussed how Business Success Consulting Group gives entrepreneurs back their time by reducing errors, making hiring easy, and building a foundation for continued growth.
3. Talk about your identity.
Share your conclusions with others and see how they resonate. Does the identity need more explanation? Could you narrow it down further?
4. Now that you've established your brand identity, use it in every aspect of your business.
Your identity supports every aspect of your business, including your culture, offerings, sales strategies, who your company serves, and more. Use that identity when talking with clients, sharing ideas with colleagues, and building business systems. This common thread throughout your company creates a cohesive picture.
Are you interested in building systems threaded through with your unique brand identity? Get in touch with the experts at Business Success Consulting Group! We are here to help you build systems that create a consistent experience for customers and employees.
