Why Do You Need a Brand & Identity?
In this article, we are going to look at what is meant by Brand and Identity and answering the question, “”Why does my business need them?”
Your brand and identity are core to everything you do in your business, but in order for you to be able to make it clear to yourself, to your team, and to your potential clients just what your Brand and Identity are, you need to be able to ask and answer the following five key questions for yourself:
- Who do I work with?
- What do I do for them?
- How do I do it?
- How do I do it better?
- Why should they trust me?
In this article we will ask each of these questions in turn and try to provide some answers.
Who Do I Work With?
This is really asking, “Who are those people with whom would I LOVE to work?”
Is it schoolchildren in education? Or athletes and people working in sports or in personal fitness? Or is it tradespeople, like builders, carpenters, etc? Would I like to work with the elderly? Or with people in hospitality or travel?
Once you’ve identified your ideal clients, that group of people you are passionate to work with, then you want to become clear on what it is you can do for them. What will your products and services be? What will you be delivering to them?
What Do I Do for Them?
For example, if you’re going to work with people in personal fitness, are you going to deliver them personal training services? Are you going to offer them nutritional services? Are you going to supply them with fitness equipment? Again, what are your products and services?
How Do I Do It?
Are you going to provide your products and services online, or in person, via correspondence course, over the phone? Again, going back to personal fitness, if you’re offering fitness programmes, are you going to do that online, or in person? Are you going to do it by videos, or are you going to turn up at the gym or go to people’s houses?
How Do I Do It Better?
You might be doing the same thing as other people, but maybe the way in which you do it is what is going to make you stand out. For example, if you’re delivering personal fitness services, how are you going to deliver it in a way that’s better than your competition, that’s going to make you stand out from the crowd?
Why Should They Trust Me?
Why should they work with you, how do they know they can trust you? One way you can demonstrate this is by having lots of testimonials from existing clients and customers, who will say what a difference it made working with you.
Also, regardless of whether it’s products or services, you can also offer a guarantee.
Once you have answered all five questions, it should make it much easier for you to bring together your products and services, and package them in such a way that makes them attractive to all your potential clients.
Brand and Logo
Now, let’s talk about brand and logo. To many people, when they hear the term ‘brand,’ they immediately think of the logo of the business, like the graphic image and perhaps the tagline. But a brand is much more than the logo. A brand is what your business stands for. It is what people see it as standing for and what they come to expect from it. It is the ability of the business to deliver this consistently, time after time.
On this slide, you’ll see on the left-hand side the logo image of John Owens International and below that, we’ll see the name, the logo image, and the tagline, structure, growth and freedom, because this is what we deliver to our clients. On the right-hand side is our brand. It tells you what we do, who we are and our values.
Your Brand Must be in Everything You Do
Your brand must be in everything you do. It must be on your stationery, on your website, in your training, on your business cards, in the way you answer the phone. Everything about your brand must make you stand out.
Your brand is your promise. It tells people everything about you. It tells them who you work with, what you do, how you do it, how you do it better, and why they should trust you, which brings us back to the original five questions that I listed.
Clarity is Key
If you ask and answer these questions for yourself in your business, it will bring great clarity to you, to your team, to your clients. If you’re looking for investors, it will bring great clarity to them, making your job a lot easier.
If you can answer these questions succinctly, it will also enable you to build your ‘elevator pitch’, which means that whenever anybody asks you what you do and what your business is about, you will be able to tell them quickly, very clearly, and in a way, that’s compelling.
I hope you enjoyed this article and now have a clearer understanding of why your business needs a clear brand and identity. In the next article, we will be discussing your passion and purpose.
If you would like to have the next articles in this series delivered directly to your inbox, the please fill in your details and press the Submit button.
I look forward to staying in touch with you.
Share The Love
If you found this post to be of value, then please SHARE A LINK to this page with family, friends and colleagues or LEAVE A COMMENT below. I would love to hear from you.