What do you do if your brand identity needs strengthening? (2024)

I'd assess the current brand identity, understanding its strengths and weaknesses. Then, I'd conduct market research to understand consumer perceptions. Next, I'd refine the brand message and visual elements to align with the company's values and resonate with the target audience. For example, if a tech company's brand identity feels outdated, I'd modernize its logo, website, and marketing materials to reflect innovation and reliability, ensuring consistency across all platforms.

Before diving into any brand identity-strengthening efforts, it's crucial to conduct a thorough audit. Start by reviewing your brand assets, messaging consistency, market positioning, and customer feedback.

A clear core message helps customers understand your brand quickly; it fosters trust and loyalty. 1. Define your brand's unique value proposition and key differentiators. Keep it simple, memorable, and consistent across all channels.2. Avoid being vague or trying to appeal to everyone. A diluted message loses impact and fails to resonate with your target audience.

To know your core message, you need to know your core values, your purpose, and your personal mission statement. Well, that sounds like a lot, just start somewhere and list out your values. From there, build out your purpose. @simon sinek says “My purpose is to _____ SO THAT _______”. Brene Brown has an incredible VALUES worksheet on her website are you circle your values, and narrow them down from 10 down to two!! Highly recommend!Once you have your core values and your purpose, then you can try to summit up to a macro level with your mission. Well, this exercise isn’t easy don’t be afraid to start and tweak along the way. I have refined my purpose statement several times.!! Adding clarity each time!

I strongly believe that 'a picture tells a thousand words'. Sometimes, brand visuals can become white noise and so it is important to assess when your brand needs to be refreshed.When leveraging a visual refresh for brand identity strengthening, is crucial to align the new visual identity with the brand's core values, messaging, and strategic goals. The visual refresh should be carefully planned, tested, and implemented across all relevant touchpoints to ensure a cohesive and impactful brand experience.Let your brand stand out!

Visuals are powerful; they can evoke emotions, convey messages, and leave lasting impressions. A refresh can breathe new life into your brand, making it more relevant and engaging.1st - Evaluate your current visuals and identify areas for improvement. 2nd - Experiment with different designs, gather feedback, and refine until you find a look that resonates with your audience and reflects your brand essence. Remember to maintain consistency across all platforms to reinforce brand recognition.

The visual part is fun. What is your paint palette? What colors do you resonate with? And no, you can’t just say black or white.What color outfit would you wear to your headshot? What color lights you up inside? On the flip side- what color does not resonate with you? For me, it’s Orange…. 🍊 i just don’t love orange. What would be your personal logo? Doesn’t have your initials in it? Does it have your pet? Does it have your spirit animal? Does it have a SHAPE??Oh, you may not use your personal brand logo in many places I’d be surprised you really identify yourself and your brand how many things will jump off the page as “that is so me” after you go through the exercise!!Remember, THIS IS SUPPOSED TO BE FUN. 🤩

Assess your overall brand strategy to ensure it aligns with your business objectives and target market. Clarify your brand positioning, target audience, and key messaging. Identify any gaps or inconsistencies and refine your strategy to better resonate with your audience.

Strengthening your brand identity requires the support and alignment of your internal stakeholders, including employees, management, and partners. Engage them in the brand-building process, communicate your brand vision, and provide training and resources to help them embody and promote the brand identity.

Engagement is more than just getting likes or follows – it's about nurturing genuine connections. To do this, you need to create content that truly resonates with your audience's interests, values, and what they want out of your brand. Social media is an incredible tool for starting those conversations!You'll learn how people perceive your brand and what they expect from you. Integrating that feedback into your brand identity makes it feel authentic and responsive.

Prioritize exceptional customer service, intuitive UX design, and top-tier product quality. These elements have to embody your brand's promise. Think beyond mere transactions – it's about those positive feelings that long after a purchase or interaction. Deliver those consistently, and you'll build a base of loyal customers who resonate with who you are as a brand.

6. Embrace ConsistencyConsistency is the silent hero when it comes to strengthening your brand identity. From the tone of your social media captions to the color palette on your website. If your brand presence feels disjointed or changes too frequently, it can erode the clarity of your message and confuse your audience. Develop a clear brand style guide and ensure its strict adherence across all your communication and marketing materials. This consistency will reinforce your identity, making your brand more recognizable and memorable like many brands like CocaCola,Pepsi, Dove, Nike etc.,

Link your brand identity back to real world impact. Values alone are no longer enough to carry your brand - In the UK, 72% of Gen Zers say they’ve become more interested in activism and social causes since the pandemic. While your written brand purpose will certainly be critical to growth, so too will linking it to your brands behavior out in the world.