How can you ensure your brand identity is genuine? (2024)

A genuine brand identity starts with a solid foundation - knowing your values, purpose, mission & vision is key. Being honest with yourself, setting achievable goals but stretching yourself just enough within that foundation is extremely important. What can you stand on with a confidence so strong that any storm that comes won't knock you off? That's the foundation that will keep your identity authentic and genuine! AND reevaluate along your journey - you will grow and your identity will change, that is certain. Learn to adapt and flow with it.

To succesfully position a brand, authenticity and clear identity are fundamental. And in order to have this, it is basic to understand the essence and DNA of the brand, its core values (aligned with those of the company it beongs to) and its purpose... why does this brand exist? Why does it matter to each of its stakeholders? Once the purpose is set, the path will be clear to develop an assertive comminication and positioning strategy and become a relevant brand.

A genuine brand is a brand that is coherent at every brand contact point, from ad to product.The best way to be coherent is to stick to just one thing. Preferably something you can say in a single word, like Volvo's "safe". Or a couple of words to express one thing, like Coca-Cola's "the real thing".Sticking to just one thing is also what makes it more memorable from the consumer's POV. And it's what humans generally resonate with when they tell each other folk tales: the protagonist usually wants just one thing: love, or revenge, or freedom, ...So, sticking to just one thing makes it more likely that other people than yourself will say your message without sounding phoney: "I love X, they are the only brand that do this one thing".

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Start internally because employees are the customers' primary interaction with the brand. They can delight or derail a customer with one conversation or customer service experience. When customers are treated consistently and hear the same message from any level of the organization, it backs up the planned messages coming from your marketing efforts. There's nothing more genuine than being who you say you are!

Don’t make the mistake of jumping into creating a brand identity without thoughtfully defining the audience, mission, values, tone, etc.Having finite details about what a brand is or isn’t allows for more confident decisions and reduces the number of rabbit holes exploring ideas throughout the creative process.

Define your superpowerVisually map your superpower - the overlap of your profession, personality, passion and people's problems you can solve. This Venn diagram encapsulates your purpose and strengths. Let your superpower be the guiding force for your genuine brand identity.The superpower diagram is a great tool for distilling your core essence and ensuring your brand identity aligns with and expresses it authentically.

Defining values comes with time and deep learning, listening and reflection of yourself (founders of the brand), the audience you serve, the teams you hire or seek to hire. Values are not individual, they are communal, cultural and sometimes even political. As much as people may not admit, values are based on needs of the time or the desire to impact/influence your social environment which reflects the political standing of the community.Values to me represent the hope and vision of what you would like to see within your community, reflected within your organisation.

Start hiring an authentic agency & team of professionals, with clear, strong and common values and ethics, that know the market but also think out of the box. Likeminded individuals are key but do not underestimate outsiders that can bring a fresher view…And of course, bring Paola de la Barreda on board! Blessings

To define your core values, don’t create from scratch — observe, identify, and articulate what already guides and motivates your brand. If you need a boost, write down the qualities of the professionals you most admire. Then, condense that list into timeless principles you strive to display in every interaction. That will give you a framework you can customize to cater to your brand’s particular strengths. If you want employees and clients to take your values seriously, they must be etched into the DNA of your brand. They should define not only how you do business, but how you treat people, especially when times are tough.Always remember to select values your team is willing and able to commit to — otherwise they aren’t core values.

Defining your brand's values is like setting the moral compass that guides every aspect of your business operations and interactions with customers. These values are not just words on a website; they are commitments to act in certain ways that resonate deeply with your target audience. For instance, Patagonia's commitment to environmental sustainability isn't just a marketing strategy; it's a core value that influences their product design, supply chain, and advocacy efforts. This authenticity in living out their values has cultivated a loyal customer base that shares these principles.

Think of your favorite person. When you describe them you typically describe their personality. A brand is no different. Brand personality differentiates the brand from its competitors and sets the brand apart. Consider how you want your customers to describe you and go all in, be consistent and ensure your personality is reflected across all of your organization.

Expressing your brand's personality involves showcasing unique traits that resonate with your audience, setting you apart. Take Innocent Drinks as an example; their playful, friendly, and conversational tone across all communications embodies a personality that's approachable and relatable, making their brand memorable and distinct. This consistency in personality, from packaging to social media, strengthens their identity, making consumers feel a personal connection. Your brand's personality should align with your core values and purpose, ensuring authenticity. Whether it's through humor, sincerity, or innovation, the key is to maintain this personality consistently across all platforms, fostering a genuine relationship with your audience.

Showing a brand identity is to present a persons identity, the more details that build the personality the closer to being unique, it has to be consistent, consequently evolving, it has to create its own rules of communicating but most importantly to have a purpose, a reason to be alive and spread an idea, product or service.

Your brand personality brings your identity to life. Develop a distinctive, genuine personality that connects emotionally with your audience. Consistency across tone, language, visuals and experiences is key.Advice: "Here's to the crazy ones. The misfits. The rebels. The troublemakers." - Apple's 'Think Different' campaignTips: Brand personality workshop, brand voice guidelines, content strategy

A brand’s personality can be the element that puts one competitor over another in competitive markets.It can create other levels of consideration for potential customers like trust and likability.It’s not unlike being in a sales situation. No matter how great the offer might be, if you don’t like or trust the person, you probably aren’t going to buy in.

Creating Brand Assets: It’s about crafting visuals and messages that embody your brand’s soul. Key Steps: 1. Consistency is paramount—ensure your logo, colors, and fonts are uniform across all platforms. 2. Authenticity shines through creative design, making your brand relatable.3. Flexibility allows your assets to evolve, keeping your brand fresh. Pro Tip: Involve your audience in the design process for assets that resonate and stand out. Remember: Great assets tell your brand’s unique story at a glance.

A brand's identity is its unique language. This language tells your story in any format. A good style can easily be applied to different formats and forms without losing its parameters of recognizability

All too often, I’ve seen a major element missing from the creation of brand identities when moving into the stages of asset creation. The audience and overall market terrain.So many brands allow their branding to be almost entirely an internally focused project. While beautiful branding can happen this way, it can fall short of being approachable or accessible.A brand’s identity is a conduit for communication between the people working at the brand and the target audience.If done well, it makes marketing efforts more impactful - not to mention much easier to connect authentically and memorably with current and future customers.

Visual, verbal and written assets allow your brand identity to make an impact. Logos, colors, imagery, content and more should clearly communicate your purpose, values and personality. Maintain consistency.Advice: "Design is not just what it looks like and feels like. Design is how it works." - Steve JobsTips: Style guides, brand asset creation, campaign development

Many People Will Tell You Different Perspectives of What The Most Important Aspect of Creating a brand. I stand on the belief that the logo is and message are what turns a business into a brand. The goal is to stand out, not blend in. Nike did this exceptionally well. A simple logo with a powerful message. Not long, easy to read and simple. The ultimate goal for a brand is to have the customer visualize your brand when thinking about a service or tool. Examples of this are tool brands like Milwaukee, Dewalt and Bosche. Many people only see red and black or yellow and black when thinking of a new tool, and your brand should strive for that level of correlation.Define your message. Simplify it. Create an easy and unforgettable Logo

An important one, main thing is to ask your audience. Your brand is what people say about you when you're not there. Could you get a third party to ask a few of your customers what they think?

Testing your brand identity, messaging and assets is crucial. Get feedback from target audiences to ensure your identity resonates as authentic and aligns with your purpose. Refine based on insights.Advice: "Your most unhappy customers are your greatest source of learning." - Bill GatesTips: Surveys, focus groups, user testing, analytics

The brand should align with the core values of the product/company, address the pain points of the target audience, differentiate itself from other competing companies, and be relevant to the times. To test it - tests and research would help a lot.If you want to print your logo on a t-shirt, then the logo is simply good;)

Hire an outside consultant to provide a robust assessment of your brand. Agencies exist for this kind of research, and having legitimate, professional input on how your brand voice and overall identity is perceived both from their perspective as well we from your audience, is essential for growth. As an individual, you can't grow as a person without both self-reflection AND outside perspective. Why would your business be any different?

Testing brand identity is crucial for B2B companies as it ensures the brand resonates with its target audience, stands out in a competitive market, and aligns with the company's goals. Testing brand components and attributes through surveys, focus groups, and A/B testing allows businesses to gauge how their brand is perceived by potential clients and stakeholders. Fast time to insight is key, and AI enabled testing tools can help. Understanding this perception is vital as it influences purchasing decisions, builds brand loyalty, and establishes trust. A strong brand identity can make your company the first one customers think of over your competitors.

You asked how I can ensure my brand's identity is genuine. Thanks for asking. Wouldn't have been my question but hey, you do you. Now on with the answer.You can never be sure of anything in this world. Maybe not in any world. I've only lived in this one. And even so, from a very safe distance. Look your brand's identity in the eye. If it can't hold your gaze for at least 90 seconds, you should worry. More than that you should run. As far as your branding legs can carry you. Don't look back til you've found safety. Any White Castle will do. Wait there. Order some chicken rings. And pray that brand has forgotten your identity. Good luck.

The most successful brands go beyond products or services; they embody values that resonate with their audience. By forging this connection, brands cultivate loyalty and build a community of dedicated supporters who share their beliefs and ideals. This emotional bond transcends transactions, fostering a sense of belonging and inspiring advocacy, laying the groundwork for long-term success.

When refining your brand identity, it’s essential to look beyond the basics.Key Steps:1. Customer Feedback: Incorporate insights from your audience to refine your brand.2. Monitor Trends: Stay updated with industry trends without losing your brand’s core essence.3. Competitive Analysis: Understand your competitors to carve out a unique position.Pro Tip: Use storytelling to share your brand’s journey, making it relatable and memorable.Remember: Flexibility and adaptability can keep your brand relevant in a constantly evolving market.

A brand's identity is the boss's identity. If you want to make sure the former is valid, check it against the latter.See what the boss thinks. See what people close to the boss think. If they're fine with the brand identity, it'll probably be okay.

Ensuring your brand identity is genuine involves a few key elements: authenticity, consistency, and transparency. It starts with clearly defining your brand values and mission, then making sure everything you do reflects those principles. Engage with your audience in a genuine way, showing the personality of your brand in every interaction. Consistency across all platforms is crucial; it reinforces your authenticity and makes your brand recognizable. Transparency is also key – be open about your brand’s story, values, and practices. When you align what you promise with what you deliver, that’s when your brand identity truly shines.