How to identify your brand attributes
You cannot identify what your brand stands for, who you are, and what you represent without first taking some time to understand your company's who, why, and how.
This article will explore the importance of understanding your brand before defining its attributes.
Why understand your brand?
Before you begin developing content to market your business, it is essential to have an accurate understanding of who you are as a brand. Without this knowledge, there is no way for you to know what you can or cannot include in content marketing activities or how different styles impact the visitor experience.
To help better illustrate the point, let's use an example...
As humans, we determine our personalities through experiences with others and ourselves. We see people's actions and reactions to certain situations and modify our own behaviors accordingly. We constantly observe others' behaviors so that we can determine if someone is trustworthy by their actions. Without this impact, we could never decide who to associate with and what behaviors are acceptable. This same concept applies to your brand identity.
An impactful brand is impactful because of its impact on others, not just themselves.
It is all about their effects on humans - the customers who purchase your products or services, the people who work for you, your audience (social media followers), and the community at large (sharing of content).
How you impact these various groups will vary based on many factors; however, it's important to note that different branding styles attract different types of people...which leads us to understand how impactful your brand really is. Branding isn't something you do to impact your audience, but rather something that affects your audience (or doesn't impact them).
You impact people with the content that is produced by your business. This impact is determined by who reads it, what types of content they're used to seeing, and understanding why they would want to read anything at all. Getting this impact right is the first step in defining the brand attributes.Once you understand how an impactful brand creates impact, you can determine whether or not certain styles of content marketing will achieve the same results as others. Something important to remember about branding is that different styles attract different types of people - just like people are attracted to certain personality types over others!
Without taking time to develop a thorough knowledge of who you are as a brand, you will never be able to impact your audience in an impactful way.
What are brand attributes?
Brand attributes are simply the characteristics that define your brand. It's what allows others to connect with your brand emotionally by helping them understand who you are and how impactful your impact is.
These impactful people become impactful customers, employees, business partners, and advocates of the brand because they understand it on more than just a visual level; rather, on an emotional one - which is why branding is so important!
Because of this understanding (emotional connection), these individuals help share information about your business through word-of-mouth marketing (WOMM).
Their personal relationships with your brand impact others by introducing them to your content, products, and/or services through the brand channels (social media, newsletters, etc.) Ultimately, impactful people impact your impact.
When it comes to branding, there is no one-size-fits-all solution. You have an extraordinary impact determined by who you impact with this impact - if you're not attracting the correct type of person with your content marketing activities? It's time to go back to the drawing board and re-evaluate how impactful your brand truly is!
You could illustrate it this way :
Brand Attributes = Who you are
Personal Identity = Who you are inside
Knowing your brand outside of their personality, behaviors, and actions (visuals) is critical to understanding who they are on the inside.
Where do you go from here?
To create an impactful brand, it's essential to understand who you are as a company. This can be done by doing some soul-searching, self-discovery, and reflection. You may find it helpful to ask for help from others (friends, family, mentors, etc.).
Identifying your brand attributes may be something you want to do with the help of a professional branding agency, but this isn't always possible for every business. To get started on the right foot, begin downloading our free eBook - "Ignite Your Impact," for a 30-day guide to jumpstarting your content. This is an introductory course, so it will get you started.
Once you understand who you are and how to impact your audience, you can determine who your brand is and what it represents. Thanks for reading!
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