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  • Writer's pictureMcKenna Marketing Solutions


Updated: Jul 29, 2021

Does your brand have a unique identity that allows you to differentiate your company from your competitors? A brand identity works to give your business a personality. It’s the key driving factor that shapes how you communicate to your target audience on every marketing channel.

If you’re curious about building a brand identity for your company, keep reading. Use this guide to stand out from your competition by resonating with your ideal customer to boost profits this year.

Relate to Your Target Market

As a company, one of your main goals is to make sure you are able to resonate and appeal to your target market. Your brand identity is your tool for doing just that. All of your branding decisions should start with your customers, and it can be helpful to build a buyer persona, or a caricature of your ideal customer, to refer back to every time you need to make a marketing decision.

To align your brand identity to your target market, think about what tone you will use to connect to customers on all levels. Based on your industry, product, and audience this tone may either be professional, funny, or conversational. Think about your target audience's demographics to shape a brand tone and aesthetic that will be appropriate for them.

Consider Your Values

One of the key things you should be able to demonstrate with your brand identity is your company’s values or mission. This should be a simple kind of statement explaining what you do, who you serve, and why. The “why” behind your business is what drives you, and when you make it clear, it can drive your customers to support you too.

This gives your brand a purpose that will also drive your internal team, something you should also consider when creating your brand identity.

The Who Behind Your Brand

To execute your brand identity in your marketing campaigns you will need to be able to demonstrate who is behind your brand. To do so, you should look at your own internal team. You want to be able to offer some behind the scenes glimpses of your brand to resonate with customers.

This allows you to humanize your brand and it also strengthens your brand identity. If you’re the founder of your brand, think about your own core values, how they align with your company's mission, and why you’ve chosen to do what you do. Additionally, as your company grows and evolves, this internal brand identity will be the glue holding your company together, which is what creates company culture.

Brand Identity: A Must for Success

Without a strong brand identity, your business will lack direction. If you don’t know who you are as a company, your internal team will not be streamlined, and your marketing will not feel distinct to your target audience. You need to think about what makes your company unique and how you can relay that message to connect with customers.

Once you’ve created your brand identity, you need to use it consistently across all platforms, from your website, to your social media marketing campaigns, in order to build brand awareness. Make sure your brand stands out with the simple identity defining strategy outlined in this guide.

Are you ready to take your social media marketing to the next level? Let us make sure your brand identity is strong and consistent across all of your social channels so that you can get in front of your target audience and convert them into paying customers. Contact Mckenna Marketing Solutions today to get started.

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