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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.

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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?

Your clients can come from all walks of life.

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.

Why should your clients trust 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.

Brand and logo

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 should be in everything that you do.

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.

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Sarah Outerbridge of Stallion Lawyers

Working with John has been one of the best business decisions I have made.

I have been working with John for almost 12 months now and my business has grown much quicker than it ever would have without his help.

John has kept me accountable, helped me stay on track with my goals and discover and clarify my vision; as well as providing valuable guidance.

In addition, John really cares and it is great working with someone who shares my values.

I would highly recommend John to any business owner looking to take their business to the next level or just wanting to reach their goals faster.

Sarah Outerbridge, CEO, Stallion Lawyers, Gold Coast.

Working with John Owens International (JOI) has been immensely beneficial to our business.

Using the JOI Board Advisory service has helped our Board and senior executive team to gain significant new insights into innovative strategies and structures that have presented new and profitable business opportunities both domestically and internationally.

Using JOI as mentors to our divisional managers has enabled these managers to significantly grow in their roles, resulting in higher performance for their division both organisationally and commercially.

I have no reservations in recommending JOI to any organisation that wants to have the thinking, systems and structures to take itself to the next level.

Dean ReidCEOMSi GroupGold Coast, Australia

Working with John as a coach and mentor has been transformational.

John has a gift for enabling people to view challenging situations, both business and personal, from completely new perspectives that remove blockages and provide a way forward to simple, elegant solutions.

John is committed to achieving the very best for his clients, but they have to be prepared to work for it. Do not work with John unless you are prepared to be stretched and challenged. However, if you are prepared, the results will be amazing.

I have no reservations in recommending John to anyone who wants to achieve real transformation both in their personal and professional lives.

Casey ReidGeneral ManagerThe Leather DoctorQLD, Australia

John’s reputation for bringing rapid change through the power of simplicity to businesses is well deserved.

I first met John when he did consultancy for a business of which I was a director and major shareholder. His techniques enabled John to do the work quickly and get right to the core of our challenges. His keen analysis enabled him to provide the board and executive with some great insights and outstanding recommendations.

His work, both as an enterprise consultant work and a personal mentor, is first class.

John SandfordDirector, Trustee and Advisor

Here exists a brilliant and powerful mind in business. John Owens skills as a business consultant scream one word for every business: transformation.

Since having John on my of directors for my brand – Emily Gowor, Word Artist – I have resolved challenges in the flow of daily and monthly business, devised a company structure that will be put into place in the new year, and brought a significant and clear distinction to the role that I ought and ought not to be playing in my own company.

Without the clarity that John bring to a business, you will not know where you stand within your own enterprise – and your enterprise may very become the owner of you instead of the other around.

The opportunity to have John consult for your business – whether your are an individual with a growing personal brand, a small enterprise or a large corporation (and no matter where you are globally) – is priceless. It will double your revenue at the very least, and bring forward with crystal the most optimal and long-term profitable structure for your business to follow.

Build your success the right way. Take advice form John Owens – he is a genius in business, and will care about your enterprise;s success as much, and in moments, even more fiercely than you do. It’s his commitment every single day to stand for people’s financial and vocational prosperity. Thank you John.

Emily Gower5th Time Published Author, Speaker, Book Mentor & Founder of Gowor International Publishing