Purpose, Authenticity and the Importance of Building Your Brand

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A great business starts with a great brand. Branding is absolutely critical to a business because of the overall impact it makes on your business. Branding can change how people perceive your brand. It can drive new business and increase brand awareness. With creativity, skill, and strategy, a brand can establish an identity that sets itself apart from the competition and sparks a connection with its audience.

When you’re creating a brand from scratch or re-branding, what are some of the things that need to be considered?

Define Who You Are

A brand personality is something to which the consumer can relate; Customers are more likely to purchase a brand if its personality is similar to their own. 

It tells them what they can expect from your products and services, and it differentiates your offering from that of your competitors.

That said, your branding should resonate very closely with your mission and vision. 

Simply put, a mission statement defines the cause behind your brand, whereas a vision statement describes what you’re going to pursue.  

Authenticity is Key

What is Brand Authenticity?

Authenticity refers to the proven fact that something is legitimate or real. For brand authenticity, your brand ideally needs to be perceived as reliable, respectful, and real. We feel inspired by authentic brands and emotionally invest in their success. So we buy their products even when there might be less expensive alternatives.

How Important is Brand Authenticity?

Because it’s based on “real” important ideas, brand authenticity helps to make stronger connections. This is because genuine messages and ideas resonate more powerfully with people. 

How to Create Brand Authenticity

Be Real and Honest

Honesty is key as far as building authenticity is concerned because it builds loyalty and trust in customers and prospects.

Create Easy and Clear Communication With Your Audience

It is very important to embrace the opportunities presented by the digital world by engaging your audience. By engaging them, you get them interested and give them a reason to listen.  Make sure any type or graphics are large enough and the audience can see it clearly, and that the colors used are easy on the eyes. 

Connect Through Stories

Business storytelling gives a compelling reason for consumers to buy from you. Stories provide meaning, create context, and evoke a sense of purpose. Most humans are more receptive to stories than compared to facts or data as stories help us relate, empathize, and remember. Through stories, you can easily inspire trust between your business and customers. 

Keep Your Brand Consistent

Brand consistency is a must for any company that wants to build brand recognition and foster trust among its target audience. It is where a business attempts to communicate messages in a way that doesn’t detract or wander away from the core brand strategy, values, and foundation. 

Ensure that your brand’s tone and personality are consistent across channels whether communicating as the brand offline or online. 

Deliver on Your Promise

Keeping and delivering promises is the number one rule in business as it facilitates all success it has. By this, I mean delivering on doing what you say you are going to do when you say you are going to do it.  This is crucial as it facilitates your ability to beat your competitors. When your business consistently delivers on its brand promise, it reinforces the brand’s reputation and, builds trust and creates a competitive advantage with the customer.