Chapter 2: Brand Identity
When crafting the groundwork for your brand identity, it’s important to think about the 4 key pillars upon which every brand identity should be founded. These pillars are here to aid you in quantifying key aspects of your brand identity, and establishing the “template” for your branding and marketing efforts.
KEY IDEAS
Every brand identity we craft boils down to a handful of key words or ideas that illustrate the ideals or emotions a customer will associate with a given company.
PURPOSE
A brand must stay true to its purpose and goals. Aspects of brand identities we create are always rooted in and reflective of the purpose the company was founded in the first place.
MARKET FIT
Brand identities should intentionally carve out a place for themselves in the market. We study competition and find what makes a given brand special, and lean into those aspects.
TARGET MARKET
It is essential that our brand identities are crafted specifically for a given company's target market. A product made for teenagers will be branded differently than one for older consumers
Always remember that your brand is the only part of your company that a customer might interact with on a daily basis. Everything a customer sees, thinks, or talks about that has to do with your company or product is your brand. It is fundamentally the most critical part of your business, as it is the lens through which a customer sees everything you do. It frames conversations with their friends about your product, it informs purchasing decisions, and it serves as your exclusive point of contact with your customer. Without a strong brand, your product is doomed to fail.
Brand Identity Checklist Template: https://docs.google.com/document/d/1pi9Gc6Mt0F9EfodZIYq9ELtMg8nzR9Z1JuNi575HGYg/edit?usp=sharing