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What are the most important brand strategy tools for building a consistent and memorable identity?

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A strong brand identity can help you stand out from the competition, connect with your target audience, and communicate your value proposition. But how do you create a consistent and memorable identity that reflects your brand vision, personality, and values? In this article, we will explore some of the most important brand strategy tools that can help you define, design, and deliver your brand identity across different channels and touchpoints.

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Conduct a brand audit:

Regularly analyze your brand's performance and positioning to identify strengths and weaknesses. This allows you to align your brand with market trends and customer needs, ensuring a consistent and effective identity.### *Develop brand guidelines:Create clear rules for how your brand should be represented across all platforms. This ensures consistency in visuals, messaging, and tone, reinforcing brand recognition and loyalty.

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Jen Candlish

Senior Director, Strategic…

1 Brand Audit

A brand audit is a comprehensive analysis of your current brand performance, perception, and positioning. It helps you identify your strengths, weaknesses, opportunities, and threats, as well as your unique selling points, customer segments, and competitive advantages. A brand audit can help you evaluate how well your brand aligns with your business goals, customer needs, and market trends, and where you need to improve or innovate.

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2 Brand Guidelines

Brand guidelines are a set of rules and standards that define how your brand should look, sound, and behave across different media and platforms. They include elements such as your logo, color palette, typography, imagery, tone of voice, messaging, and values. Brand guidelines help you create a consistent and coherent brand identity that reinforces your brand recognition, reputation, and loyalty. They also help you ensure that your brand is applied correctly and consistently by your internal and external stakeholders.

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3 Brand Story

A brand story is a narrative that captures the essence of your brand, its purpose, mission, and vision. It tells the story of how your brand came to be, what it stands for, and why it matters. A brand story helps you connect with your audience on an emotional level, by showing them your personality, values, and beliefs. It also helps you differentiate your brand from the competition, by highlighting your unique value proposition and point of view.

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4 Brand Archetypes

Brand archetypes are a set of universal characters or personas that represent the core motivations, desires, and fears of your brand and your audience. They are based on the psychological theory of Carl Jung, who identified 12 archetypes that embody different aspects of the human psyche. By choosing an archetype that matches your brand identity, you can create a more relatable and memorable brand personality that appeals to your audience's subconscious needs and aspirations.

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Vin Eze

Educating founders about business brand and helping the gutsy build their own.
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The problem I see with folks using Archetypes as a tool is that they tend to pick and choose, then make that Into a sort of guardrail for their brand personality. This is the wrong approach, your brand's personality comes before the archetype not after, and it's this personality that influences your archetype or mix of archetypes not the other way round. But to find personality you have to first define the core business' identity.

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5 Brand Voice

Brand voice is the way your brand communicates with your audience, both verbally and non-verbally. It reflects your brand personality, tone, and style, and how you want to be perceived by your audience. Brand voice helps you establish a consistent and distinctive brand identity that expresses your brand values, emotions, and attitudes. It also helps you engage with your audience in a more authentic and meaningful way, by using the right language, tone, and mood for each context and channel.

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6 Brand Experience

Brand experience is the sum of all the interactions and impressions that your audience has with your brand, from the first touchpoint to the last. It includes aspects such as your product or service quality, customer service, website design, social media presence, packaging, and events. Brand experience helps you create a lasting and positive impression on your audience, by delivering on your brand promise, exceeding their expectations, and delighting them at every stage of their journey.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Jen Candlish

Senior Director, Strategic Communications at Jan Kelley
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One element that doesn't get discussed enough in brand strategy is the power of brand purpose. Getting to the heart of why a brand exists is incredibly meaningful when it comes to creating a strong brand presence. A strong purpose can be the fuel for the rest of the elements of a brand's strategy - from differentiation and positioning through to personality. A brand driven by purpose provides opportunity for connection beyond anything features and benefits can give. Of course, the difficulty is getting to that "why". Challenging brands to get to the core of why they do what they do, beyond growth or profit, can be a difficult exercise. But when you're able to uncover a truly powerful brand purpose, it's absolutely worth the work.

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What are the most important brand strategy tools for building a consistent and memorable identity?

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1 Brand Audit

2 Brand Guidelines

3 Brand Story

4 Brand Archetypes

5 Brand Voice

6 Brand Experience

7 Here’s what else to consider

Brand Strategy

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What are the most important brand strategy tools for building a consistent and memorable identity?

1

2

3

4

5

6

7

1 Brand Audit

2 Brand Guidelines

3 Brand Story

4 Brand Archetypes

5 Brand Voice

6 Brand Experience

7 Here’s what else to consider

Brand Strategy

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