Sometimes, the hardest treasure to excavate is the one buried directly under our feet. It's easy to become obsessed with external factors like the market, competition, and trends, but these are merely the frame. To craft a brand's identity, we must first paint the canvas within.
So how do we begin to create the picture? The first brush strokes should establish and define the brand purpose. This involves identifying the market, understanding the target audience, and highlighting your uniqueness compared to competitors. It's a process nearly all businesses undertake to justify their existence and evaluate potential, however, there are pitfalls in each part of this process and in how they combine.
First, there’s the market and how you define it. The market is sprawling and as a business, you're initially navigating it without a clear direction. While exciting conceptually, focusing your efforts will lead to better alignment. It's like prospecting for gold – you start with a handful of mud and end up with something valuable. Research is crucial in defining the market, but how you evaluate this research is where the magic happens, because there is an opportunity to align the market with your offering, culture, and ultimately, your brand. Fast, iterative thinking is pragmatic, but bravery is essential in being distinguishable - with the required due diligence on legal and regulatory fronts, you can stand out meaningfully. It's increasingly easy to play it safe, but evaluation should be market-driven, not market-defined. Don’t rush; be introspective and understand the market and your place in it. Competitor research is vital as a framing mechanism, not as a blueprint. Authenticity is more impactful than imitation.
Without objectivity, the mission risks becoming submerged under layers of hubris and cliché. A third party can offer clear insight and expedite the process. This requires honesty, focus, ownership, and alignment. Balance is key when bringing in stakeholders. Too few might skew subjective, while too many can lead to indecision. Choose cohorts wisely, ensuring the culture of the business is always represented. Early internal days of brand purpose should lay the groundwork for external representation in later stages.
When defining brand purpose, avoid traps: don’t get lost in technicalities or chase opportunities blindly. Reflect on what has brought the business to its current state. A business is a living entity, composed of people and evolving over time. Thorough planning is essential to prevent brand identity from becoming incoherent. A robust, forward-facing brand purpose provides balance and adaptability, allowing your brand to thrive despite market changes and volatility.
Understanding what a brand stands for is an internal struggle, but it’s not to say there should be no view from the outside. Ultimately, your customers are the most critical observers. If you lack consistency, they don’t recognize you. If you sound confusing, they don’t understand you. If you feel disjointed, they don’t trust you. If you look indistinct, they don’t remember you. If you don’t speak their language, they can’t connect with you. Include customers in the brand identity process, either directly or indirectly. In the early stages, some customers are an extension of you. They sign on because they want you to succeed. They need to understand your brand, providing a launchpad for building connection and engagement. They have likely contributed to your current position. Their voices reflect the market and your motivations. The sooner you incorporate this into your strategy, the better.
Finding brand identity is challenging, but mining the culture and discovering your authentic self are crucial first steps. These form the foundation for an impactful and powerful brand identity.
David Hillier, Chief Strategy Officer
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