How to Brand Your Home-Based Business: Why Business Branding is Crucial for Even the Smallest Startups (Work from Home Series Book 4) by Sam Kerns

Author:Sam Kerns [Kerns, Sam]
Language: eng
Format: epub
Publisher: Rainmaker Press
Published: 2016-09-26T07:00:00+00:00

Okay, are you ready to move on? Next, we’re going to tap into your creative side to begin thinking about your brand’s identity. What is that? Let’s go to the next chapter to find out.

Chapter Eight: How to Create Your Brand’s Identity with Logos, Taglines and More

We’re moving along pretty good, aren’t we? You’ve learned that the first thing you have to do when branding your home-based business is to define what makes you different from your competitors. This is called your unique selling proposition, and you’ll most likely identity it by looking for a gap in your marketplace that others aren’t filling. Next, you’ll need to decide what type of personality you want your brand to convey. I’ve given you a list of the five personalities that are the most successful in the eyes of consumers. Once you’ve decided on your brand’s personality, you’ll need to choose a color that best identifies with that type of personality in order for consumers to “believe” your brand.

Now comes the next part: creating your brand’s identity.

Let’s start by defining what that is.

What is a Brand Identity?

It’s easy to get brand personality and brand identify mixed up, but they are very different concepts that work differently to boost your brand in the eyes of customers. As we’ve discussed, brand personality is a combination of human traits that best reflect the brand. It is based on emotions, and it’s what causes consumers to become attached to a brand.

Brand identity is the make-up of the external factors you use to relate to and communicate with consumers. It is made up of all the communications and visuals that you’ll begin thinking about in this chapter. For instance, your brand identity will be based on your logo, brand story, fonts, colors, and all your communications. It should coordinate and play off of your brand personality. For example, if you’ve decided on an excitement personality, you’ll want your identity to match it. If it doesn’t and you instead use somber colors and images, the brand wouldn’t appear authentic to your consumers and it will leave them confused.

Here is a brief overview of the differences between brand personality and brand identity to drive home the point even more:

A brand personality is based on how your business speaks and the actions it takes. The identity is based on the external communications associated with the brand—both functional and mental.

Brand personality is made up of human characteristics, while brand identity is the visual images that are an extension of those characteristics.

Brand personality is a long-term effort that will last for years, while your identity should be forward looking. It’s what the brand aspires to.

Brand personality is made up of consumer experiences with your company, while your identity is made up of all that you do for your customers.

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