What is a Brand, Really?: Discover Your Brand Identity
Every organization has a brand. Your brand is NOT your logo — it is NOT your graphic look — it is NOT your name or slogan. Your brand IS what other people think of when they think of you.
If you do not carefully manage your brand people will never truly understand your organization’s purpose and mission. In order to help define and manage our client’s brands we developed a process that defines a brand by four core components. Here are the four key components of every brand:
- Brand Services. What are the fundamental services that your organization offers? What are you engaged in doing on a daily basis? What are the things that your organization produces? The basic services you provide create the first dimension of your brand identity.
- Brand Personality. What are the human traits that describe the way you provide your services? If your organization were a person, what words would be used to describe it? These adjectives speak to your organization’s style and character.
- Brand Distinctives. What is it that you do that no one else does? What do you do differently than anyone else? What do you do better than anyone else? The answers to these questions define your brand distinctives… the things that set you apart from everyone else.
- Brand Benefits. What happens because of what you do? How are people affected? How are they changed? What benefits does your organization provide?
When you understand the services, personality, distinctives, and benefits of your organization and put them together it creates a unique tapestry that is your organization’s brand identity. As you then communicate your brand identity with consistency and clarity over time, you will develop a clearly articulated and memorable brand.