July 14, 2019

Developing a Strong Brand Identity

Successful business growth depends on developing a strong brand identity

Brand is the overall measure of the perception people form of a business or organization. Branding is the process of shaping that perception.

The Spirit of Adventure

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Long, Exciting Trails

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Beautiful, Winding Paths

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Entrepreneurs and startups spend much of their time designing and managing the development of products and services, and still, the majority of them fail. Valid reasons include lack of funding, poor team performance, substandard marketing, and/or bad investors.

So when a failed business founder sets about analyzing what went wrong, many fail to notice that branding was neglected. A second-rate brand is a major strategy killer.

Focusing on creating a strong and radically distinctive brand voice is a critical element in growing a successful business.

People judge a book by its cover. Your brand is your business’s book cover, the hook that establishes a connection between consumers and your products and services at square one. If your branding is mediocre, you lose your audience before you have a chance to wow them with your great products or services.

A strong brand voice sets you apart from your competitors like a MacIntosh apple in a bowl of Granny Smiths. Strong branding demonstrates character and trustworthiness, both of which resonate in a big way with consumers.

To achieve the highest impact, your brand content must be conscientiously and consistently developed and created, Ask me how out how I can help you create a unique brand voice and provide clear directives to help keep your brand copy on target down the road.

Build a brand voice that is interchangeable with your unique selling proposition (USP) and communicates the value you offer beyond what your competitors offer—a brand voice that people remember and consumers come to know and trust.

In order to develop a brand identity that resonates with your target audience it must:ul>

  • Demonstrate CHARACTER. The strongest brands convey character in all respects. Every communication and interaction echoes a spirit of brand quality that appeals to prospective customers in a way that earns their trust and their business.
  • Gain CUSTOMER LOYALTY. Profits increase not only from new prospects but from return customers who become long-term, loyal customers. Earning customer loyalty should be a priority goal in your branding strategy—you want to establish a brand voice.
  • Communicate VALUE. Trust is important to today’s consumer. They want to identify with a company’s values if they’re going to do business with it. A brand can stand for values your target audience feels strongly about, and it becomes a name with which they want to be associated.
  • Compete on QUALITY, not price. A strong brand conveys superior quality and consumers are willing to pay more for it.  Your brand may not be strong enough to compete on price, and a company without a strong brand identity is just a commodity, indistinguishable from its competitors except by its prices. Brands are visible, commodities are invisible.

Consider enlisting me to write your brand copy and provide brand identity directives that will ensure consistency across all your business content moving forward. From a 33-character tweet to a 10,000-word whitepaper, your brand voice will reverberate loud and clear.

I can also help you define your USP and brand voice and identify brand positioning, brand culture, brand personality. and your brand’s unique tone of voice.

To find out more about my professional writing and branding services, fill in the brief form below to connect and see if my services are a good fit for your copy and branding


Developing brand identity