Starting with core beliefs, values and reason for existing is emphasized to clarify your identity. Conducting brand discovery exercises helps define consistent messaging and positioning.
Leveraging your backstory and archetype is recommended for connecting with audiences authentically through compelling storytelling across platforms. This can attract an ideal tribe.
Aligning team members with company purpose is said to retain and empower them as brand ambassadors. Building an inspirational culture beyond financial incentives is considered key.
Ensuring coherence between marketing assets, sales interactions, and customer experiences maintains consistency across touchpoints. Just a few inconsistent touchpoints can cause consumers to tune out.
Key Takeaways for Brand Building
- Clarify core identity before visual branding
- Use storytelling to authentically connect
- Rally employees around purpose
- Maintain messaging consistency
Listen to the full Experts Speak episode for more insights on strategically developing brand identity to drive business growth and profits.