The story or concept that comes to a person’s mind when they think of you, will become your brand’s identity. Your brand should be developed with carefully constructed visual and verbal imagery, delivered in a clear, concise and consistent manner across multiple platforms and media outlets.
DEFINE YOUR BRAND: Defining your brand is a very critical step in brand building, as it ultimately determines what you truly stand for. When defining your business brand, you should create a checklist of its core strengths. Similarly, if you’re defining a personal brand, you should look at the skills and expertise that you possess, especially those that stand out. On the same token, you need to know what your brand stands for and what is important for your brand (brand values). Your values should in one way or another show that you are contributing to environmental, social, and economic well-being of consumers. You may not realize some of these important aspects of brand building immediately, until you look at them objectively. Understanding of these core values will imaginatively unlock new value and potential for your brand and help you to establish a clear and concise brand image.
Once you have defined your brand you can develop your brand positioning statement. This is two-sentence statement that clearly articulates your product or service’s unique value, and how it benefits customers. It must define the audience, define the category in which the brand exists, cite a clear product or service benefit and set your brand apart from your competitors. Most importantly it must instill confidence to the customer that the brand will deliver on its promise.
Once you have defined your brand’s identity you can craft a USP or ‘Unique selling proposition.’
Your USP is specifically intended to communicate a distinct and unique proposition to the consumer, a proposition so compelling that it can draw customers to your brand. The USP accomplishes this by communicating what it is about your business service or product that brings emotional gratification to the customers in your target market.
A strong, instantly recognizable USP can make or break businesses operating in competitive markets and niche marketing industries, so it’s essential that you leverage your USP and make it the cornerstone of your overall marketing strategy. Your USP should clearly describe the biggest benefits of owning your product or service. It should convey a promote a buying criteria by making a signature offer or guarantee. It should also solve a pain point or industry performance gap. Condense these all into one clear and concise sentence and integrate your USP into your brand marketing.