6-Step Brand Identity: Goals


Businesses operate on goals. If you are looking to rebrand, starting with your goals in mind is the first step.

Last week, we published an article listing out the 6-step process for building out a brand identity. Over the next few weeks we are going to be detailing those steps and their importance within the process. Though it may seem odd to start with the desired results, the first step to building out a brand identity is goal-setting. Let’s dive in.

Why is goal setting important to building a brand identity?

Pick up your phone. Open Google Maps, Apple Maps, Waze, any navigation app. Now sit there. What’s happening? That’s right, nothing. Why?

Because if you have no destination there is no way to get there.

Business works on a goals basis and building a brand identity is no exception. Providing context for why this is venture is being considered is the foundation for any action thereafter. In its simplest form, a goal-oriented project is finding a solution to a problem. While there could be several problems you are looking to fix with a new brand identity, there are those that appear often.

Common problems solved by a new brand identity

You have an amazing product or service, but your brand identity is outdated

This is the most common issue that ignites a need to rebrand. Maybe that first identity was created in Microsoft Word or commissioned via Fiverr without any strategic thought behind it. Or it wasn’t made with a vector file and takes more time to configure in marketing material. Regardless of where it came from, the identity feels old and dusty. It no longer exudes the luster and confidence it did years ago.

Your competitors look and sound just like you

Every business is accessible with the touch of your finger. This puts you side-by-side with any and all competitors 24/7. If you look and sound just like everyone else who provides the same products and services, there is no reason for the consumer to choose you other than price. Your brand needs to be identifiably different to escape competition.

Your website isn’t a good reflection of your brand

Most drag and drop website builders are capable of creating responsive sites, but a branded website is deeper than being mobile friendly. It’s the most effective tool of communicating your brand to the world at any time. Strategic brand identities should be easily applicable to a website and keep the digital experience uniform with other marketing materials.

You are a startup trying to get funding but look inexperienced

People will judge a book by its cover, especially if the judge is an investor you are asking to fund your venture. A startup with a solid identity has a greater advantage than others. It’s like the difference between a well coordinated, thoughtful suit and throwing on dirty, mismatched sweats. Who is more trustworthy? A polished brand identity can make a three person team appear like a Fortune 500 company.

You have trouble getting employee buy-in and attracting top-tier talent

This is a big one because it’s the cancer that will kill your company. Without the spirit of talented employees, customers leave, emotionally detached from their experience in search of something greater. How do you engage your employees? You give them a brand to cherish and an identity to align with. In short, people don’t buy into the product or service, they buy into the brand.

You want to attract a more affluent market

Perception is everything. If you find that you want to raise prices or are getting involved with bigger clients/customers, your identity will need to reflect it. By defining the perception and value of your business, you justify a raise your prices and attract affluent customers.

There are so many more reasons why a company would invest in creating a new brand identity, but overlooking to acknowledge any is a recipe for failure. Rather than wandering aimlessly hoping to reach a destination, make your destination a place where your problems are gone.