In a crowd of people, what is it that makes you unique? The first thing that comes to mind is your fingerprint. There is no one else alive with your unique fingerprint. If we delve deeper, there would be far more that makes you different besides your fingerprint. Crafting a strong brand begins with a deep dive into what makes your brand unique.
Crafting a Strong “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. Then, we have all witnessed the brand that strives so hard to be so “unique” that they have lost all authenticity.
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.
Before starting JTD, I witnessed the struggle that small non-profits and other businesses wrestled with to grow and effectively market their services. The leaders of these organizations had a passion for what they offered. What they lacked was the understanding of how to communicate that passion in a way that connected with others.
Witnessing this struggle was the catalyst for JTD’s mission to craft brand and visual identity systems that help businesses grow and market effectively. You can find out more by visiting our ABOUT page.
Defining Your Culture
Values, beliefs, language, symbols, rituals, and norms define a culture. We live in the larger context of culture defined by where we live. We create a smaller context of culture within our families. Defining the culture of your brand is another step towards crafting a strong brand.
Defining how you do what you do is another way to strengthen your brand. This includes defining the values of your brand. 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.”
Once you define your values, you can identify the language, symbols, and other aspects that will communicate these aspects of your brand. When you have these aspects clearly defined, your brand will reach the heart of your ideal customer with greater resonance.
Telling Your Brand Story
Your “why” and culture combine into your brand story. They are the compelling force for building trust and motivating your ideal client to take action.
Telling your unique story is not shouting into the crowd, “Buy this!” This is one of the most ineffective ways to reach your ideal client or anyone else who may be standing by. It is the most effective way to shut down communication when you want to open it up.
So, telling your brand story focuses on the results your product or service provides to your customers. Your brand story should communicate your customers’ challenges and how your “why” aligns with and helps your customer overcome their challenges. Communicating your story and aligning it with how you solve a problem is the key to your ideal client taking a desired action.
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 noticed.
