For most start-ups, finding their brand identity is one difficult task. It’s one thing to have an amazing product, and it’s another to have a unique identity that sets you apart from the others. For Purple Spread co-founder Rob Han, branding is more than just a company’s logo or a name. Nothing is just a product, because your product represents you as a person and as a company. Branding is much like defining a person; from his values, his tone of voice to the way he affects people when he walks into the room. It is the slightest things you do; from the colors you use to the way you address your customer’s concerns.
In a concluded workshop with NextStep last January 2016, Rob discussed what he believed were the basics in identifying a company’s brand identity. In the session, he discussed how branding is all focused on creating awareness, power and engagement with your audience. He also reiterated that entrepreneurs and start-ups need to keep it simple and stick to what they need when it comes to building a brand.
Here are some tips he shared on how to find your brand identity:
- Find your purpose– People are always in search for meaning. By clearly defining who and what you are and what you are about, it will be easier to establish what’s important for you and why you are doing what you do. Think of what makes you different, and why people should care about what you are offering them. Once you have established this, people will find it easy to relate to you and therefore support your cause.
- Define your promise – Your business’ promise is the statement that defines what your customers can expect from you. It also involves all interactions that you do with your audience, from social media posts to customer service responses. This answers the question, what are you trying to deliver to your audience and how do you plan to deliver it.
- Find your drive – What is your motivation and how do you keep your team motivated? The best companies have a purpose that every person in the company clearly understands, agrees with and holds in their own personal life. This passion, this drive is then passed on to the people who believe in you who in turn become advocates for your cause and your products.
- Create your own identity –Simply put, this is the face of your business. It’s a description of who you are and what you do. This is the visuals of your company, what attracts people and how people will define you once you leave the room. When you have established your company’s values, visions and goals and deeply engrain it to your team, you will be able to establish a clear image of who you are to your niche and the public.
- Think of your niche – It’s easy to think of niche as a target market, a group of people whose wants and needs you cater to. Instead of thinking of them that way, think of your niche as a potential support system that will spread the word about you, your products and services. That way it’s not only your product that your niche will support but also possibly help you build a lasting legacy.
Selling is no longer just the purchase of a product. It’s all about the experiences brought on by the products and services that you offer and how you bring value to your customers. Through simple and creative branding and enhancing customer experience, in the end, your customers will do the selling for you.