What are the key steps to developing an authentic and transparent brand identity?

El propósito de una marca es su razón de ser y debe ser claro, conciso y convincente. Guía decisiones y acciones y se alinea con las necesidades y expectativas del cliente, mostrando cómo la marca hace una diferencia significativa. Herramientas como el Modelo del Círculo Dorado, que pregunta "?Por qué?", "?Cómo?" y "?Qué?" puede ayudar a definir este propósito.

One has to very clearly list the reason why does the company is born and is their intended impact. The purpose should be the foundation of one's brand identity and guide all the decisions and actions. Also with purpose, it is important to find the core principles and making the underlying thought for company's culture and all decision-making.

Defining your purpose is important but what is crucial is to define what your brand strategy is. Defining your purpose only takes you so far. You’ll need to define what makes your brand beyond the visuals, how you are different to your competitors and the impact it will have on their business or life. Going beyond demographics is crucial, especially when working with cultural communities. Consumers/customers make an emotional connection to brands to its crucial to define more than your purpose and create a strategy that guides the path of your brand.

One of the most important steps I take is to actively engage with the audience. This means not just broadcasting messages but also listening, responding, and creating a two-way dialogue. This engagement helps in understanding what the audience values and expects from the brand, and it also shows that the brand is approachable and responsive.

The visual identity of brand has to be in line with your brand purpose. It is important that the brand identity is consistent and distinctly recognizable not just for memory recollection but also for brand personality, values and perception.

Creating an original and consistent brand voice is absolutely needed to define the brand's personality and give it authenticity. The tone of the brand voice sets the platform of how the customers will perceive the brand as and manage their expectation. With clear brand voice and tone, the communication should be simple, engaging, and in line with the core values of the brand.

Storytelling is a powerful tool build an authentic brand. Telling a few core stories and sharing different perspectives, lessons, and results of those stories had intrigue and depth to your brand. People don’t want you to sell to them. They want you to storytell to make connections between where you’ve been, are, and going, so they can see themselves in your story. It’s also important to develop your stories as your brand grows. For example, if your story originated with trauma, talk about how you’ve grown, what you learned, and what’s next. Be the guide in your story that leads other people to their victory.

Brand strategy should be the guiding light to your direction. It should be one of the first steps, and certainly before you develop your brand identity. Your brand identity should be aligned with your strategy and not the other way around.

Brand strategy is deeply underestimated in positioning a brand for success, opportunities, and sales. Brand strategy is the foundation for how you speak and act within your brand. Because brand strategy is the plan that outlines your goals, strategies, audience, message, etc. it can’t be overlooked in building an authentic and transparent brand.