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How to Build a Brand Identity and Strategy A Step-By-Step Guide

Your customers can get information about your brand from anywhere, anytime. So how do you make sure that you are in control of the message being sent out? One way is to build a brand identity and strategy for your business.

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Know your target audience

You need to know who your target audience is and what they want. Knowing who you're going after is a critical step in the branding process, but it's not always easy. You may think that you understand your audience perfectly and exactly what their needs are, but one of the best ways to find out if this is true is by asking them directly—either through surveys or focus groups.

If you do decide to conduct surveys or hold focus groups with prospective customers, be sure to ask open-ended questions that allow participants to express themselves freely without being led into saying specific things by a predetermined set of choices (e.g., “How would you describe yourself?” vs., “Would you describe yourself as introverted or extroverted?”). Interviewers should also not make assumptions based on gender stereotypes before conducting interviews (e.g., asking women about cooking tips while men discuss sports).

Know who you are

Once you have a clear understanding of who you are and what makes your brand unique, the next step is to assess how well your current marketing strategy aligns with this information. To do this, it's important to ask yourself questions such as:

  • What are my organization's strengths, weaknesses, opportunities, and threats?

  • What does my organization stand for? (Mission Statement)

  • Who does my organization want to reach and serve?

  • How can I best serve them in terms of their needs/wants/desires? (Value Proposition)

  • What are our mission, vision, and values?

Compete on an emotional level

The next step is to compete on an emotional level. It's not enough to say that you want to be the best in your industry, or beat out the competition—you need to make a connection with your audience. The most successful brands do this by resonating with their customers on a deep level, one that goes beyond mere utility and into the human experience. Think about Apple: Their products are not necessarily better than those of their competitors (although they are certainly priced higher), but what makes people choose Apple over other brands? They have created an emotional connection through their design and marketing strategy, which creates trust and loyalty among customers who feel part of a community. This can lead to increased sales because consumers will recommend those products or services more often than others if they like them personally—and perception matters when it comes down to making purchasing decisions!

Have a clear vision and strategy

  • A vision statement is a mental picture of what your brand can look like in the future. It's where you want to be, and how you plan on getting there.

  • A mission statement is a description of what your company will do to achieve its goals, and how it will differ from competitors. Think about it as the "why" behind everything else in this process—why does your brand exist? Why should people buy from you?

  • A strategy is a detailed plan for achieving those goals. It usually includes tactics (such as specific marketing methods), timelines, and budgets, but keep in mind that these elements may change depending on external factors such as market conditions or changes within the company itself over time.

Present a consistent brand image

Consistency is key when it comes to building a brand identity. You want to make sure that your brand image is consistent across all channels, from social media to print advertising and everything in between. This includes making sure your website design matches the look of other branded materials like business cards or letterhead.

Consistency should also extend across the different types of media you use for advertising. For example, if one day you decide to run an ad in print but then decide later on that it would be better suited for online-only, make sure that this doesn't cause confusion with consumers who may have seen both versions and wonder why they're different (if they even notice). This is especially important when considering languages; while bilingualism can often help build an international presence for a company or organization, doing so requires extra effort on both sides—for example, if English isn't the native language of whoever manages your social media accounts then they might not understand any nuances within copywriting styles used by native English speakers which could ultimately lead them down the wrong path if not properly vetted beforehand.

It's very important to keep these steps in mind when designing a brand.

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You can reach us at or 667.230.5424. Best Regards, The JHAI Digital Design Team

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