I remember learning that every fingerprint is unique. That small fact of life was so amazing to me as a child. I remember taking my small plastic magnifying glass and inspecting every family member’s unique fingerprint. Every glance was more and more awe inspiring.
Your brand has a unique fingerprint. Sure, you may sell the same or similar products or services as another (or many competitors) out there. But, not one of those other competitors does it for the why and way you do it. These two differentiators are the building blocks to a strong brand that will stand out in a crowed marketplace.
Your unique “Why”
Understanding the unique qualities of your brand can be difficult in a saturated market. It doesn’t take long to realize that what you offer is similar to that of another brand. This is why your unique perspective of what you bring to the table is a foundation in strengthening your brand.
Crafting a strong brand begins with defining your “why.” A “why” statement brings to the forefront the unique qualities that make your brand different. Communicating your “why” leads to authentic connection. To craft your “why” statement, it is helpful to make a list of the reasons that propelled you to start your business. Think through why and how what you bring to your business will change people’s lives.
Owning my own business was a dream for many years. For years, I let fear stand in the way. I know I am not the only one. GOBanking Rates reports that 59% of people would start a business given the opportunity. The overall greatest barrier to starting a business is lack of resources. Add to that the fact that 20% of businesses fail in the first year, and 45% of businesses fail within 5 years no wonder we are afraid to start.
Overcoming the lack is why JTD exists. The mission of JTD is to help brands succeed. I don’t just want to build brands, I want to provide them with the visual and marketing tools they need to beat the odds. That is what I think about every day. Each day I ask myself, “how can I give brands the tools to utilize their brand and visual identity to the fullest?” You can find out more by visiting our ABOUT page.
Defining Your Culture
With tools in hand you can take the next step in building a strong brand culture. Your values, beliefs, language, symbols, rituals, and norms define your culture. Every day we live in a larger context of culture. It is defined by where we live. We also create a smaller context of culture within our families. Defining your brand culture ensures that your brand’s actions consistently align with your values and beliefs.
In his book Traction: Get a Grip On Your Business, Gino Wickman defines core values as, “a small set of vital and timeless guiding principles for your company.” He goes on to say, “These core values define your culture and who you truly are as people.”
Aligning your vision, mission, identity and interactions creates a culture that attracts your ideal customer and turns them into loyal advocates. Is the key to strengthening a bond of trust and belonging.
Your vision, mission and identity are going to be as unique to your brand as your fingerprint is to you. It is what customers will come to identify with and become a part of. Not because they are manipulated into something, but because it aligns with who they are as well.
Think of Ikea. The brand has created a culture that values un-showy, practical, affordable furniture. They are unconventional, innovative, accessible and empowering. They create an immersive shopping experience that is easy to navigate. In sharing their unique culture they have claimed a space in the heart of younger, middle class shoppers and beyond.
Every interaction that Ikea has with its customer base is aligned with their culture. As prices in 2023 have risen, Ikea has dropped prices on some of their most popular items aligning with their culture of affordability and accessibility.
Knowing your “why” and defining your brand culture will be the foundation that builds trust with your ideal customer and become the platform to tell your brand story.
Telling Your Brand Story
Your “why” and culture combine into your brand story. Your unique brand story is the authentic communication behind your vision, values, and personality. It is the value that you communicate to reach the heart of your clients. It creates a memorable impression in the mind of customers.
Telling your unique brand story focuses on the results your product or service provides to your customers. It might be the very reason you began your business in the first place. Your brand story may begin with the hole you witnessed in the marketplace. Maybe it began with a goal. Whatever it is that brought you to this place, how you do what you do, and the problem your brand solves, is what will align with the heart of your customers.
PUTTING IT TOGETHER
Crafting a strong brand that stands out goes beyond creating a great product or service. Crafting your why statement is the beginning of an authentic connection. Defining your culture and who your brand truly is highlights your uniqueness to your ideal customer. Telling your brand story connects to your customers and builds their trust. It motivates them to act. Building this foundation will increase your brand’s ability to grow and market itself effectively.
Are you ready to stand out in the marketplace authentically and market your brand effectively? JTD crafts brand and visual identities that are authentic to your brand so you can grow and market your business effectively. Click the link below and let’s get you the tools you need to be successful.
