The First Step in Developing a Brand Identity That is Truly Yours.

As business owners, our number one goal is to attract customers that will ultimately purchase our product or service. Without the customers, we bring in no money, and without the money, we have no business. So how do we find those customers, and how do we ensure our interaction with those customers is positive?

We have to understand and influence the customer life cycle. The life cycle of customer interaction is as follows:

  • We gain the interest of the customer through marketing, or advertisements. They noticed our offering and it has intrigued them.
  • We then must develop trust with the prospective customer. You must prove you are trustworthy and your here to help them, not just take their money. Why should they shop with you and not the person down the street?
  • Once they trust that you will provide value to them and your there to help, you then encourage them to buy. Show them how much better their life will be with your product or service. Encourage positive feelings every time they interact with your company. This is your time to create a fan.

Everything within the customer interaction life cycle relies upon your brand identity. It controls how you attract customers, how you interact with them to gain trust, and how they interact with you.

Differentiating Your Brand With Your Identity

Your brand is the perception your potential customers have when interacting with your business. It is the overall reputation of your brand. Your brand is 100% dictated by the customer. Do they say good things about your company when talking to friends and family? Do you share values that they support and can get behind? How do they relate to your company? There is no way to control this process — but we can influence it.

You influence your brand with your identity. Think of your identity as the driving force behind your brand. It helps dictate how we interact with our customers, influencing how they interact with us. The things you say, how you say them, and where you share it, all help encourage either positive or negative emotions around your brand. Speak to those who would connect with what you have to say. When you can make that strong connection, you can develop the needed rapport, ultimately making it easier to encourage that sale. How do we find the identity of our business?

Truly Understand Your Own Identity

The first step to understanding the identity of your business is to understand your personal identity. Every one has a personal brand and identity, even if you don’t own a business. People have certain opinions about us, that ultimately lead to their perception of who we are — or our brand. And we all have values that help dictate what we say, where we say it, and how we say it — our identity.

Really figure out and understand your identity and write it down. What are your values or beliefs that help influence your decisions? This both helps build confidence in ourselves and helps provide the groundwork for developing a brand for our business, because for most small business owners, our business is an extension of ourselves. Once we understand our own values, we can begin to translate those values into the product or service you provide. The people you tend to connect with well, are the template for your target market. The places you hang out and meet up with friends become avenues to obtaining new customers.

Ultimately, people want to connect with other people, not just robot placeholders we call businesses, so give them a person to interact with. Nail down your own identity and the values you hold, and translate that into your business. This will make it much easier moving forward, developing a brand that really stands out, and creating a collection of fans that truly support your brand.