26/10/2022
Your Brand Identity
Brand is not just a company, it is a fundamental factor in determining people's love for your company.
First we will discuss brand identity, this concept includes your brand philosophy, style, tagline, logo, name and of course the product. Brand identity, then, is the aspect of branding that focuses on your brand's personality, as well as the values you convey to customers.
It's not just coming up with a logo and a name, but it's a developed and automated brand philosophy, service, experience of your clients, corporate spirit, customer service, in other words, your brand's DNA. In the future, this uniqueness will help you to be in an advantageous position relative to the many companies that do it under carbon copy. So let's take a closer look!
Your brand design
Your brand design sets the mood for your customers. This may be one of the unique features of your company. Choose a harmonizing palette of colors, choose the main color and remember that different colors set different moods. Like the red color on the Virgin Group logo, it symbolizes all the boldness, innovation and brand energy that Richard Branson has been building for decades. Or the dark logo of the Gymshark brand logo, black color gives the logo exclusivity, luxury and prestige, as well as clarity. Also, a well-chosen font and style, with and without serifs, increases the effect. I usually use two main styles - straight and italic. Italics, for example, are used to give the impression of speed or symbolize development. There are also several influencing factors: the shape of the logo and the type.
As Philip Kotler says in Marketing Insights from A to Z, good design means what your product is: easy to unpack, easy to assemble, easy to learn, easy to use, and easy to dispose of at the end of its life.
Design - convenience, thoughtfulness and impact.
Uniqueness of your brand
Every great brand wouldn't be itself if it didn't have a USP (Unique Selling Proposition). Innovation and individuality will also help you stand out from the crowd of similar companies working according to a template. You can read about it in the book ZERO To ONE written by Peter Thiel, which tells how your uniqueness affects the success of your company, about fast-moving trends (bubbles), as well as about the negative impact of competition and the creation of a monopoly. I can’t specifically tell you your USP, but I can say that it can be everything that you do better than others or what you are one of the best in, maybe service, design, your philosophy, etc.
Don't try to be the best in all directions at once, choose one, be the best or one of the best and move on, as Bruce Lee said - 'I'm not afraid of someone who learns 10,000 different strokes. I fear the one who learns one hit 10,000 times.'
Сorporate Spirit
Corporate spirit is the mental health of your company, as well as a person, if the company has mental health problems, she becomes depressed and can simply go astray. Therefore, you must make sure that every person in your company understands the philosophy of your company, shares all the steps and decisions, and is also happy to work in this team. If your team has reached a level where you have 15-20 people or more, minimize the hierarchy so that a person holding even the lowest position in the company can express and consult with the head, it is clear that in huge companies this simply cannot be physically done, but do steps towards it.
There is a method that implies giving complete freedom of thought to your employees, limited by clear limits. It probably sounds a little confusing, but I'll try to explain. You must convey to your employees that they can use innovative ideas and not think in a pattern, as is customary in old-style companies. But you must limit this to reasonable limits, which ones, it will be better for you to decide.
In this point, I can help you figure out the books:
Like a Virgin: Secrets They Won't Teach You at Business School (Richard Branson, 2012)
Good to Great: Why Some Companies Make the Leap...and Others Don't (Jim Collins, 2001)
View from a different angle
At this point, I advise you to just sit down and think about what your customers may not like, their concerns. For example, they do not like to wait for a long time, and someone likes a beautifully packaged product. Anticipate this, and this will be your list of what you can improve, this is the application of the opposite method. Sometimes it is very important to put yourself in the place of your customers, go to your site, look at your advertising from their side, and I am sure new horizons will open up for you, which you might not have noticed before. You can also improve the inside of your company by putting yourself in the shoes of your employees and understanding first aspects of their work by studying superficially all the processes of your company, just as information from employees reaches senior management.
Conclusion
And in conclusion, I would like to say that only by applying all these points, they will work as they should, these are gears in such a mechanism as a brand!
