When it comes to your brand strategy, your brand identity is a vital aspect. Every company has a unique brand identity and is defined by the characteristics that influence a brand’s personality, appearance and the way they behave.
As a crucial step in your overall marketing strategy, your brand identity is a way to bring your brand to life and humanise it to help engage and better connect with your target audience. Often confused with a brand image, your brand identity is very different.
A brand image is how your audience actually perceives you, whereas your brand identity comes from the brand itself and is determined by how you want your target audience to perceive your brand.
Having a strong and clearly defined brand identity can deliver many benefits, including:
When developing your brand identity it is important to consider all the key aspects that build a brand identity and ensure they are consistent with the brand image you want to project. The key aspects of a brand’s identity are:
Now you understand the aspects that build a brand identity, you can apply SWOT analysis to help better understand your brand and shape your brand identity. While you may be familiar with SWOT analysis from the business planning perspective, it can be a useful tool when it comes to your branding strategy too.
Consider your brand's strengths, the positive characteristics that make you stand out against your competition and also your weaknesses that could be a disadvantage to your business.
Also, look at the changes and trends in your industry and how your brand could use these as opportunities to either develop new products or services or improve existing ones. Finally, you will want to consider the threats, these are the elements that could cause problems for your brand.
Using SWOT analysis to help define your brand identity can help you craft an identity that truly represents your values, your story and your mission. It can help you better understand your brand and will help shape your brand image.
Ready to begin your brand identity journey? Get in touch to see how we can help.