The Importance of Brand Identity and Positioning

Your brand is going to underline everything your business does, so it’s important to solidify your brand positioning and brand identity before you do anything else. A business brand is like describing your business personality and philosophy. It’s how you communicate with your audience, and how you carry yourself in the business atmosphere. Here are the first simple steps to discovering your brand identity and positioning.

Brand identity and positioning

Businesses aren’t people, but they have personality and philosophies. Your brand should help your business relate to your audience. Having similar beliefs and opinions of your audience will help solidify your brand. Your brand should stand for something and express an opinion. If you don’t have anything to say, why should your audience listen? Many consumers want to relate to the businesses they support. Your brand is more important now than ever. Imagine you’re having a pot-luck dinner party. You may know someone who makes amazing pies, or delicious homebrew that would be great to have at your dinner party, but you always clash with that person’s personality, and you don’t particularly agree with their life philosophy. What do you do? Chances are you forego the homemade pie, in favor of inviting people you will enjoy, even if they bring store-bought pies and beer. Your brand will work the same way for your audience. If they don’t like you, they’ll go somewhere else for the same services that you offer. Even if your services and goods are cheaper than the competition, customers value brand philosophies above money.

Reaching your audience

Before you start to find your voice, you need to find your target audience. Where do they go, what do they read, what do they listen to, and how do they carry themselves in the world? Understanding the culture of your audience will help you solidify your brand identity.

What drives your brand

Authenticity is the most relatable quality in any brand - or person - so you always want to be authentic when you are creating your brand identity and positioning. Don’t make promises you can’t keep, and always practice what you preach. Make sure you identify your corporate philosophy, social and global commitments because these positions will be strong selling points for your target audience. Once you discover your brand identity, it’s time to start marketing. California Canopy has high quality and cost-effective branding solutions for your business, school, club, team, or church.