3 Tips for Ending Your Brand's Identity Crisis
Follow up tips:
Define your business' purpose. In one sentence, why does your business exist?
Take the 3-word challenge: describe your business in 3 words.
Pinpoint your motivation in 1-2 sentences: Why did you start your business?
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As a freelance marketing writer specializing in Brand execution, I often find myself sitting across from entrepreneurs and business owners in the midst of a Brand identity crisis.
Typically, they're looking to either launch their website or take it to the next level. Almost all are ambitious, hard-working go-getters who surprisingly lack a clear vision of what their Brand is and how to execute it.
When I ask about their Brand and what they feel makes their business stand out in the marketplace, things get uncomfortable. Some say they have an agency handling that "stuff". Others stumble over their words as they attempt to describe their Brand.
I know this sounds corny, but it's true: These are the moments I wish I could take them by the hand and say, "It's Okay. Let's figure this out together."
Branding isn't something you are supposed to just know. You have to nurture your core values and ideas and discover what your business' purpose or mission is.
To help, here are 3 tips for discovering your own Brand Identity:
Tip #1: Think of your business as a person. Just as an individual would ask what is their life purpose, what is your business' purpose?
Example: Angie's List makes it easy to get the best local service.
Tip #2: What is your business' personality? In Branding, we have the 3- word challenge: describe your business or service in 3 words.
Example : Fun. Fast. Easy.
Tip#3: What drives us? Motivation is key in identifying your Brand. What motivated you to start your company? It doesn't have to be this deep spiritual thing. Just pinpoint in 1-2 sentences why you started your business in the first place.
Example: Angie's List believes finding and scheduling reliable local services should be a snap!